Second-Order Empirical Analysis of Cross Border E-Commerce Services Providers Focusing on Customer Satisfaction

The cross-border e-commerce is developing rapidly, and the cross-border logistics service has greatly affected customers’ shopping experience. Based on the related theory of logistics service quality and customer satisfaction, the impact of the logistics service quality on customer satisfaction of cross-border import e-commerce is explored with the structural equation model. The results show that the service quality of cross-border e-commerce logistics can be regarded as a second-order surface, consisting of four first-order surfaces: reliability, timeliness, cost-effectiveness and flexibility; the logistics service quality of cross-border e-commerce has a significant positive impact on customer satisfaction; different cross-border e-commerce and different imported logistics modes have different logistics service quality and satisfaction.