Original Research

SAGE Open
January-March 2024: 1–12
Ó The Author(s) 2024
Logistics Service Quality and Product DOI: 10.1177/21582440231224250
journals.sagepub.com/home/sgo
Satisfaction in E-Commerce

Dr. Aamir Rashid1,2 and Dr. Rizwana Rasheed2

Abstract
Consumer satisfaction in e-commerce directly depends on logistical services. There is a constant dilemma in which logistical ser-
vice dimensions affect consumers’ product satisfaction. The aim is to determine how specific dimensions of logistics services
affect product satisfaction in the e-commerce industry of Pakistan. For this research, a survey questionnaire with a deductive
approach was utilized by collecting data from 197 respondents through a convenient sampling technique. Further, hypotheses
were tested through a quantitative method with the help of SmartPLS. A measuring instrument was used with six dimensions,
that is, availability, delivery time, shipping costs, product quality and condition, information quality, and customer satisfaction
related to the product. This research revealed an insignificant effect of product availability, shipping time, and shipping cost on
product satisfaction. In contrast, product quality and information quality were found to have a significant and positive effect on
product satisfaction. From academic insights to logistical optimization, this research unlocks valuable knowledge for all stake-
holders driving Pakistan’s e-commerce revolution. Buckle up for a journey into the heart of this rapidly evolving landscape.

Plain Language Summary

Product Satisfaction in E-Commerce
Consumer satisfaction in e-commerce directly depends on logistical services. There is a constant dilemma in which
logistical service dimensions affect consumers’ product satisfaction. The aim is to determine how specific dimensions of
logistics services affect product satisfaction in the e-commerce industry of Pakistan. For this research, a survey
questionnaire with a deductive approach was utilized by collecting data from 197 respondents through a convenient
sampling technique. Further, hypotheses were tested through a quantitative method using PLS-SEM with the help of
SmartPLS to validate the measurement model. A measuring instrument was used with six dimensions, i.e. availability,
delivery time, shipping costs, product quality and condition, information quality, and product satisfaction. This research
revealed an insignificant effect of product availability, shipping time, and shipping cost on product satisfaction. In contrast,
product quality and information quality were found to significantly and positively affect product satisfaction. Researchers,
academicians, and logistical service providers will benefit from this research, which will also add to the current body of
knowledge related to the e-commerce industry, a fast-growing sector in Pakistan.

Keywords
availability, delivery time, shipping cost, product quality, information quality, E-consumer, SERVQUAL, E-commerce

Introduction
In the dynamic business environment, customer demands 1
York College, The City University of New York (CUNY), Jamaica, New
are often changing, and firms must be comparative in York, United States
2
their supply chain and logistic activities to fulfil their Iqra University, Karachi, Pakistan
needs (S. Khan, Rashid, et al., 2022). For this purpose,
Corresponding Author:
logistics service providers are emphasizing more on logis- Dr. Rizwana Rasheed, Faculty of Business Administration, Iqra University,
tics service quality. Logistic service quality includes avail- Main Campus, Karachi, 75500, Pakistan.
ability, product quality and condition, delivery time, and Email: prof.rizwana1@gmail.com

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the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages
(https://us.sagepub.com/en-us/nam/open-access-at-sage).
2 SAGE Open
shipping cost (D. Choi et al., 2019). High logistic service
quality (LSQ) that meets the customers’ needs tends to
enhance their satisfaction and loyalty regarding the prod-
uct (Chow, 2015; Jain et al., 2021). The quality provided
by the service provider satisfies the consumer’s needs
through the lowest shipping cost and fast delivery time
(Baloch & Rashid, 2022; Hafez et al., 2021; Revindran
et al., 2020). A high level of LSQ enhances the competi-
tiveness of business firms. Moreover, the level of infor-
mation quality and availability of stock integration
required for better correspondence, which can only be
possible by integrated communication technology (ICT)
system, has significantly transformed the re-organization
way to integrate and communicate at highly prompt
events for one spot better product quality and condition-
oriented solutions (D. Choi et al., 2019; Rajendran et al.,
2018). Good service quality, such as reliable and on-time
delivery, return policy, and so on, enhances customer
satisfaction and re-purchase intentions (Agha et al.,
2021; Alrazehi et al., 2021; S. A. Khan, 2021).
On-time delivery is directly related to the stock avail-
ability in the warehouse before order booking via the
respective store’s website (Vasić et al., 2021). This com-
prises several stock strategy applications to avoid under-
stock and overstock situations, which are highly dissatis-
fied drivers for the customer (Rashid et al., 2020).
Delivery time management and handling are critical driv-
ers for customer satisfaction in the e-commerce industry
(Grant & Tang, 2020). Therefore, effective supply chain
management with a high level of mobility is required, as
stated by Jain et al. (2021), that highly mobilized supply
chain management unquestionably adds value to logistics
service quality (LSQ). The subject has been highlighted
through numerous research to test the logistics service
quality and consumer satisfaction in e-retails. Many coun-
tries have accepted the tendency to enhance logistics ser-
vice quality, and it is found that there are a few pieces of
research in Pakistan where consumer satisfaction areas
are the point of doubt in the context of shipping cost,
product quality and condition, availability, and delivery
time of e-retailer (S. A. Khan, 2021). A study in Lithuania
suggests that consumer service plays a vital role in flour-
ishing all operational logistics companies, especially deli-
vering courier services and postal services need to take
care of consumer needs to seek consumer satisfaction. For
all logistical service companies, providing high-quality ser-
vice to the consumer is the competitive advantage in the
respective industry. Capturing more consumers through
high logistics service quality leads to capturing the market,
a milestone to becoming a logistics service market leader
(Meidut_e-Kavaliauskien_e et al., 2014). Companies need to
consistently assess their logistic service quality to satisfy
the customers and the quality of the product and services
(Kaswengi & Lambey-Checchin, 2019). It helps firms
maintain good customer relationships and a sustainable
competitive edge (Balci et al., 2019). As stated by Siyal
et al. (2021), performance on quality delivery has a con-
structive influence on consumer satisfaction. Along with
producing good quality products. It is also essential to
address customers’ changing needs to enhance their satis-
faction (M. C. Chen et al., 2019).
Despite extensive studies addressing these aspects in
the international context, there is still a gap in the exist-
ing body of knowledge in terms of developing effective
strategies for customer product satisfaction by logistic
service quality in the context of Pakistan. Therefore, the
current study examines the impact of shipping cost, prod-
uct quality and condition, availability, and delivery time,
which are the drivers of logistics service quality on cus-
tomer product satisfaction in the vice industry. As in the
e-retail logistics service industry consumer satisfaction is
the spine, but unfortunately, the reality is far behind the
perception, that is, logistic service quality is not efficient
enough to attain product satisfaction which is a consider-
able research gap and point of concern. Consequently,
customer dissatisfaction raises a question mark on the
competitive advantage of e-retailers.
Therefore, the objective of this research is to enhance
the conceptualization of what logistics quality drivers
such as shipping cost, product quality and condition,
availability, and delivery time comprise and how it is
framed to deliver the best quality and responsive shop-
ping solution in one go regarding e-commerce industry,
domains like business to business (B2B) and business to
consumer (B2C) quality of services drivers. Therefore,
based on the research problem and research objectives,
the research question is as below:
 To what extent do the drivers of logistics service
quality (shipping cost, product quality and condi-
tion, availability, and delivery time) affect product
satisfaction in the e-commerce industry of Pakistan?
Literature Review
SERVQUAL Model and Expectancy Disconfirmation
Theory
Product satisfaction could be measured by utilizing mod-
els. At the same time, these models clarify different the-
ories. Among other models, the SERVQUAL model has
widely been used to measure LSQ (Yoo & Park, 2007).
SERVQUAL measures assurance, responsiveness, and
reliability (Parasuraman et al., 1988). Various research-
ers used this model for measuring service quality with
modified constructs in logistics. The SERVQUAL con-
ceptualizes the expectancy disconfirmation theory for
product-related customer satisfaction (Barsky, 1992).
Oliver (1980) argued that our satisfaction hinges on
Rashid and Rasheed
whether reality meets our expectations. Exceeding them
breeds happiness (positive disconfirmation), while falling
short spells disappointment (negative disconfirmation).
The SERVQUAL model guides in measuring the service
quality by indicating the lapses between expectations to
be rendered and the actual performance. This model
establishes five dimensions; empathy, assurance, tangibi-
lity, responsiveness, and reliability (Mohsin & Ryan,
2005; Nadiri & Hussain, 2005).
Relevant Literature
Previous research highlighted that LSQ impacts customer
satisfaction and re-purchase intentions across various
industries including food, bank, health, education, hospi-
tality, and so on (Kaswengi & Lambey-Checchin, 2019;
Mentzer et al., 2004). Service quality is defined in various
ways, Grönroos (1984) defined service quality as, ‘‘a per-
ceived judgment resulting from an evaluation process
where customers compare their expectations with the ser-
vice they perceive to have received’’ (p. 37). While it is
defined by Parasuraman et al., (1985) as, ‘‘the extent to
which an organization meets customer expectations con-
sistently’’ (p. 42). Parasuraman et al. (1988) stated about
perceived quality is ‘‘the judgement of the consumer on
the excellence or superiority of a product/service’’ (p. 3).
Yet another author Bitner and Hubbert (1994) men-
tioned perceived quality as, the ‘‘global impression of the
consumer on the relative superiority or inferiority of an
organization and its services’’ (p. 7). The perceived ser-
vice quality has a significant impact on customers’ pur-
chase intention and it also enhances the firm’s image in
the mind of its customers that enhance their satisfaction
level (Hong et al., 2020; Roy et al., 2018). The relation-
ship between customer satisfaction and service quality in
logistics opened the door to expanding the perspective of
product satisfaction. Researchers have measured the
dimensions of quality and its relationship in various con-
texts (Meesala & Paul, 2018). These dimensions include
product availability, product quality, product delivery
time, shipping cost, information quality etc.
According to Xing et al. (2010), availability measures
the product in stock. The availability also refers to full
stock in the backhand and warehouse of e-retail stores
(Lorenzo-Romero et al., 2021). It has been related to the
stock availability in the warehouse before order booking
via the website of the respective store (Vasić et al., 2021).
This comprises several stock strategy applications to avoid
under-stock and overstock situations, which are unaccep-
table to the customers (Hashmi, Amirah, Yusof, and
Zaliha, 2021; Hashmi & Mohd, 2020). Product availability
is an essential feature in trigging sales, as it influences the
product purchase intention (Hausman & Siekpe, 2009;
Kumar & Kashyap, 2018; Lee et al., 2008; Sowers et al.,
3
2019). It also enhances the store’s utilitarian worth (Cottet
et al., 2017). For e-consumes, effective management is
required in the timely delivery of products (Esper et al.,
2003), on-shelf availability of products (Ehrenthal &
Stölzle, 2013), and efficient reverse logistics processes
(Bernon et al., 2011). According to Ehrenthal and Stölzle
(2013), the availability of products may be affected by a
lack of replenishment and organization issues or timely
fulfilment by direct suppliers and may dissatisfy the prod-
uct satisfaction (Emmelhainz et al., 1991; Zinn & Liu,
2008). The availability shortfalls also occur due to infor-
mation technology-related problems and promotional
processes, and timescale (Ettouuzani et al., 2012). While
the logistics literature has addressed these issues, the per-
sistent evolution in retail e-commerce pretences new
opportunities and challenges that offer a milieu for future
research. Hence, the study proposes the following:
H1: There is a significant impact of availability on
product satisfaction.
According to Xing et al. (2010), the condition mea-
sures the quality and accuracy of an order. Product qual-
ity and conditions also refer to the durability, right value
dimension, exemplary performance, and correct specifi-
cation equal to the customer’s product satisfaction
(Saura et al., 2008). Firstly, durability is referring to life,
resistance, and resilience related to the product execu-
tion, usage, and lasting time span. Secondly, the value of
a product enclosed with value dimensions such as eco-
nomic value relates to the benefit attached in terms of
cost, aesthetic value infers as a benefit of structure,
packaging, and features present in the respective prod-
uct, enjoyment value infers as a benefit attached in terms
of amusement attained after usage (Bhattacharjya et al.,
2016). Thirdly, performance is referring to the capacity
and efficiency of the respective product. Lastly, specifica-
tion refers to the shape, size, variant, and colour of the
product (Mentzer et al., 2004).
Previous literature dealt with the e-commerce service
quality as reverse logistics (Towers & Xu, 2016), physical
distribution service quality (H€useyinoğlu et al., 2018), and
website quality (Parasuraman et al., 2005). According to
Mentzer et al. (1989), product condition, timely delivery,
and availability are three dimensions of logistics service
quality. Based on the previous literature, this study found
the above dimension is critical in e-commerce for product
satisfaction. Hence, the study proposes:
H2: There is a significant impact of product quality and
condition on product satisfaction.
Delivery time refers to the shipping time attached to an
order received from the customer (Farooq et al., 2019). In
4 SAGE Open

other words, delivery time is the time elapsed from requi-
sition to delivery (Mentzer et al., 1989); and ‘‘Timeliness
refers to whether products or services were delivered on
time or not’’ (Koufteros et al., 2014, p. 10). Timeliness
attached to managing, handling, and fulfilling each
demand of customers in that time frame is no easy task
for e-retailers (Anjum & Chai 2020). But side by side this
delivery time management and handling is a pivotal driv-
ers for customer satisfaction in the e-commerce industry
(Grant & Tang, 2020). Delivery time is one of the signifi-
cant determinants of customer satisfaction (Blut, 2016;
Jain et al., 2015; Vakulenko et al., 2019). As delayed deliv-
eries are considered harmful that affect product ratings
(Gal & Rucker, 2018). According to Shang and Liu
(2011), delivery delays negatively impact product demand
which lessens customer demand. Therefore, it is essential
to deliver fast with reduced delivery wait time on average.
Hence, the study proposes:
H3: There is a significant impact of delivery time on
product satisfaction.
Meanwhile, shipping costs refer to shipping charges
attached with the order conveyance cost shipping to the
customer. Charges involve; managing, handling, and ful-
filling every charge related to road delivery, sea delivery,
and air delivery. This cost can vary based on the required
minimum order quantity (MOQ). But this shipping cost
management and handling is a pivotal driver for customer
satisfaction in the e-commerce industry (C. Chen & Ngwe,
2018; T. M. Choi, 2019). According to Kuo et al. (2009),
there is a significant effect of shipping mode and cost on
customer product satisfaction. Hence, the study proposes:
availability, reliability, and electronic-based consumer
logistics service quality on online consumer satisfaction.
Further, consumer satisfaction at electronic buying facili-
ties, reliability, shipping mode and cost, information qual-
ity, and product quality and condition found a significant
effect of endogenous variables on the exogenous variable.
Hence, the study proposes the following Figure 1:
H5: There is a significant impact of information quality
on product satisfaction.
Research Methodology
This study employed a deductive methodology, following
a quantitative approach to gather data from the specified
target population (Hashmi, Amirah, Yusof, & Zaliha,
2020; Rasheed et al., 2023). The use of a quantitative-
deductive approach is prevalent as it facilitates the utili-
zation of numerical data and enables hypothesis testing
to substantiate a theory (Rashid, Rasheed, Amirah, &
Afthanorhan, 2022). By employing this approach,
researchers can derive knowledge that is inherently true,
given clear and accurate parameters (Rashid et al.,
2021). Additionally, the research had an explanatory
nature, aiming to elucidate theoretical concepts and
empirical findings (Rasheed & Rashid, 2023). According
to Glymour et al. (2008), a causal research design was
implemented, allowing for hypothesis testing and the
generation of numerical outcomes. Consequently, the
causal design was employed to discern causal relation-
ships between the variables.

H4: There is a significant impact of shipping cost on Unit of Analysis and Target Population
product satisfaction. This study employs distinct units of analysis, enabling
the researcher to focus on customers and facilitating the
Information quality refers to information technology derivation of a reasoned conclusion (Hopkins, 1982;
infrastructure at the back end of website operations Yurdusev, 1993). In order to assess product satisfaction,
(Melović et al., 2021). D. Choi et al. (2019) defined infor-
mation quality as, ‘‘the simplicity and accessibility of
locating items and places.’’ This includes data privacy
regarding customer ordering information, transaction
security via credit and debit cards, and customer personal
information data mining as a data bank for future usage
of premium, regular, and occasional customer sale pro-
motional campaigns, and so on. It is vital for the organi-
zation to improve information quality. Information
quality is positively associated with customer satisfaction
(Desalegn, 2016), as customer payment security and data
privacy lead to high customer satisfaction. Finally, Kuo
et al. (2009) conducted research using constructs; avail-
ability, reliability, and online consumer logistics service
quality. This research found a significant effect of Figure 1. Research model.
Rashid and Rasheed
data was gathered from online consumers in Karachi, a
major metropolitan city in Pakistan.
Sample Size and Sampling Technique
Due to absence of sampling frame, this study used a non-
probability sampling technique. Since the study involves
an individual unit of analysis related to e-consumers from
Karachi, hence convenience sampling technique was
applied. A convenience sampling technique is a method of
data collection in which the data is freely accessible to get
responses cost-effectively (Hair et al., 2011; Rashid &
Rasheed, 2023). Hashmi, Amirah, and Yusof (2021) state
that a sample size of 100 is adequate whereas 200
responses are robust to generalize the test results. As per
Hair et al. (2019), as subsequently referenced by Rashid,
Rasheed, and Ngah (2023), the study’s minimum sample
size is contingent upon the complexity of the model. A
more intricate model with an increased number of predic-
tors necessitates a larger sample size. Following Gefen
et al.’s (2011) suggestion of employing a power of 0.8, a
medium effect size, and a = 0.05 in the model, a mini-
mum of 180 samples was required to assess the research
model. With 197 respondents in the study, it is affirmed
that the sample size is adequate for testing the study’s
hypotheses. The 208 questionnaires were distributed and
197 valid questionnaires were successfully received back
for inclusion in analysis.
Measurement Scale
Various tools are available for data collection, but this
research employs a questionnaire instrument for its abil-
ity to collect numerical data. The instrument utilizes
closed-ended questions pertaining to the research vari-
ables, allowing for the collection of a comparatively large
sample size, as suggested by Kothari (2004). The ques-
tionnaire incorporates a 5-point Likert scale, spanning
from strongly disagree to strongly agree. This scale can
help increase the response rate by providing different
options for the respondents to answer their questions. In
this study, a structured questionnaire was adapted from
previous studies comprising 16 items (Rashid, 2016;
Rashid et al., 2021). A construct ‘‘availability’’ used 2
items, ‘‘delivery time’’ 3 items, ‘‘shipping cost’’ 2 items,
‘‘product quality and condition’’ 2 items, ‘‘information
quality’’ 3 items, and ‘‘product satisfaction’’ 4 items.
Data Analysis
Prior to the full scale study, a pilot test involving thirty
participants was conducted to validate the questionnaire
(Hashmi, Amirah, Yusof, and Zaliha, 2021; Rashid &
Amirah, 2017; Rashid et al., 2019). Pilot testing serves to
5
align the research process and enhance the reliability of
study outcomes (Rshid, Rasheed, & Amirah, 2023). The
pilot test results indicated that the items met the assump-
tions for confirming items’ reliability. Subsequently, the
research employed the PLS-SEM, recommended for its
ability to yield comprehensive variance and handle intri-
cate models (Hair et al., 2019). Within the PLS-SEM
framework, the measurement model assesses the reliabil-
ity of the research instrument, while the structural model
is employed for hypothesis testing (Hair et al., 2019).
Consequently, PLS-SEM using SmartPLS version 3.2.9
was utilized to generate results.
Before the measurement model, the internal consis-
tency of the instrument was assessed followed by detailed
discussions on data screening and the demographic pro-
file of the respondents (Hashmi, Amirah, & Yusof,
2020). Further, the measurement model comprising outer
loadings, convergent validity, and discriminant validity
using the PLS algorithm was assessed. The structural
model using PLS-SEM encompassing path analysis and
mediation analysis using PLS bootstrapping while pre-
dictive relevance using PLS blindfolding was used.
Finally, the study validated the findings in light of previ-
ous studies. Hashmi, Amirah, Yusof, and Zaliha, (2021)
suggested that an alpha coefficient higher than 60%
should be considered substantially reliable for analysis.
In this regard, all the constructs found higher than a
60% alpha coefficient.
Respondent Profile
The demographic profiles of the 197 respondents illu-
strated the participants’ age, education, gender, and mar-
ital status. Among 197 participants 27 participants
(13.7%) belong to the age group of 20 to 25 years, 60
participants (30.5%) belong to the age group of 26 to
30 years, 63 participants (32.0%) belong to the age group
of 31 to 35 years, 47 number of participants (23.9%)
belong to the age group of above 35 years. While, 62 par-
ticipants (31.5%) with bachelor’s degrees, 105 (53.3%)
participants with Masters, and 30 (15.2%) with others.
Whereas 115 (58.4%) were male and 82 (41.2%) were
female participants. Besides, married participants were
126 (64.0%) and 71 (36%) were unmarried participants.
Measurement Model
Prior to employing SEM, the measurement model’s con-
formity was assessed through considerations of conver-
gent validity and discriminant validity, in accordance
with S. K. Khan et al. (2021). Convergent validity is
deemed to be confirmed when the composite reliability
(CR) exceeds 0.70, Average Variance Extracted (AVE) is
greater than 0.50, and factor loadings surpass 0.50, as
6 SAGE Open

Table 1. Construct Reliability and Validity.

Constructs Items Loadings a CR AVE

Availability E-retailer provides information regarding product availability. 0.871 .796 0.831 0.711
Products are in stock at the time of order placement. 0.815
Delivery time Stocked-out products are subsequently sent fast. 0.810 .770 0.866 0.684
Delivery is in accordance with the set deadlines. 0.805
Delivery time is short. 0.865
Information quality Accurate product information. 0.763 .786 0.875 0.701
Adequate product information. 0.879
Easily accessible information. 0.865
Product quality and condition Products are in accordance with online specifications. 0.876 .733 0.845 0.731
Product is rarely damaged 0.834
Product satisfaction Recommend the e-commerce to others. 0.786 .831 0.887 0.663
In accordance with promised condition. 0.841
Enjoy e-shopping 0.800
Products satisfies the expectations. 0.830
Shipping cost Does not have any additional hidden cost. 0.830 .743 0.848 0.736
Delivery at low cost. 0.885

Source. Literature.

outlined by S. Khan, Rasheed., et al. (2022) and Hair Further, the results of discriminant validity using
et al. (2013). Table 1 shows that all the loadings (ranged cross-loadings to check the statistical differences between
from 0.763 to 0.899 . 0.70), Cronbach’s a value (ranged latent constructs based on item-wise estimations were
from .733 to .831 . .70), AVE values (ranged from 0.663 performed (Hair et al., 2014; Rashid, Rasheed, Amirah,
to 0.738 . 0.50), and CR values are more significant than & Afthanorhan, 2022). Hair et al. (2016) proposed that
the cutoff values (ranged 0.824 to 0.894 . 0.70); and ful- the indicator reliability should be better in their latent
filling the test assumptions (Das et al., 2021; Haque constructs than in other constructs. The outer loading
et al., 2021; Rashid, Ali, et al., 2022). criteria is .0.50 is suggested. Therefore, all indicators
Discriminant validity is ensured by adhering to the have higher construct reliability. Hence, the discriminant
Heterotrait-Monotrait (HTMT) criteria, where HTMT validity using cross-loadings has also been achieved and
values are expected to be below 0.90, as recommended showing that the latent constructs are considerably dif-
by Henseler et al. (2015). Nevertheless, some authors ferent from each other. Consequently, an analysis of
propose that HTMT values below 0.85 are more prefer- SEM can be executed.
able, as suggested by Franke and Sarstedt (2019). Table
2 shows that the HTMT values of information quality,
shipping cost, delivery time, condition, product quality, Structural Equation Modeling (SEM)
availability, and product satisfaction are \0.85 (S. Khan
Hypothesis-Testing Using PLS Path Modelling. Table 3
et al., 2023; S. Khan, Rashid, et al., 2022; Rashid, Ali,
shows the SEM results for hypotheses H1, H2, H3, H4,
et al., 2022). Therefore, discriminant validity is said to be
and H5 using PLS bootstrapping at 5000 subsamples on
established.
constructs named Availability (AV), Product Quality and
Condition (PC), Delivery Time (DT), Shipping Cost
(SC), Information Quality (IQ), and Product
Table 2. Heterotrait-Monotrait Ratio (HTMT). Satisfaction (PS). Where, the effect of AV!PS
(b = .042), DT!PS (b = 2.065), and SC!PS
AV DT IQ PC PS SC (b = .050) (hypotheses: H1, H3, and H4, respectively)
are insignificant. Further, the results illustrate that one
AV
DT 0.537 unit change in AV, DT, and SC will insignificantly bring
IQ 0.544 0.535 change in PS. Hence, hypotheses H1, H3, and H4 are
PC 0.589 0.639 0.669 not supported. While, the effect of IQ (information qual-
PS 0.399 0.332 0.587 0.800 ity) and PC (product quality and condition) is positive
SC 0.290 0.549 0.567 0.627 0.424
and significant on PS (product satisfaction) (hypotheses:
Note. AV = availability; DT = delivery time; IQ = information quality;
H2 and H5, respectively). Moreover, the results illustrate
PC = product quality and condition; PS = product satisfaction; SC = shipping that one unit change in IQ and PC will positively and
cost. significantly bring change in PS by b = .269; b = .458,
Rashid and Rasheed 7

Table 3. Path Coefficients.

Hypothesis Regression path Effect type SRW Remarks

H1 AV ! PS Direct Effect 0.042 Not supported

H2 PC ! PS Direct Effect 0.458*** Supported
H3 DT ! PS Direct Effect 20.065 Not supported
H4 SC ! PS Direct Effect 0.050 Not supported
H5 IQ ! PS Direct Effect 0.269*** Supported

Note. SRW = Standardized regression weight.

*p\.10. **p\.05. ***p\.01.

respectively. Hence, hypotheses H2 and H5 are
supported
Discussion
The study hypothesis H1 (there is a significant impact of
availability on product satisfaction) is not supported;
where, availability refers to full stock available in the
backhand warehouse of an e-retail store (Lorenzo-
Romero et al., 2021). It indicates that in e-retail stores
the stock-out does not significantly influence customer
satisfaction related to that stocked-out product. The
findings are inconsistent with the findings of Vasić et al.
(2021).
The reason for being insignificant is the virtual ware-
house and availability of substitute products at the same
e-commerce retailer. Further, this could be manageable
by applying several stock strategies as the stocks are not
visible to consumers in the e-retail business (Hashmi &
Mohd, 2020). The availability of substitute products
sometimes triggers purchase intention for substitutes
(Sowers et al., 2019). Whereas availability shortfalls
occur due to a lack of replenishments by direct suppliers
and the e-retailer can overcome this issue by having mul-
tiple sourcing strategies.
Hypothesis H2 (there is a significant impact of product
quality and condition on product satisfaction) is accepted.
The findings are consistent with the findings of Saura
et al. (2008). According to Saura et al. (2008), product
quality and conditions refer to the right durability, right
value dimension, right performance, and correct specifi-
cation is equal to the right product quality and condition
for proper customer satisfaction. Firstly, durability is
referring to life, resistance, and resilience related to the
product execution, usage, and lasting time span.
Secondly, the value of the product enclosed with value
dimensions such as economic value relates to the benefit
attached in terms of cost, aesthetic value infers as a bene-
fit of structure, packaging, and features present in the
respective product, enjoyment value infers as a benefit
attached in term of amusement attained after usage
(Bhattacharjya et al., 2016). Thirdly, performance is
referring to the capacity and efficiency of the respective
product. Lastly, specification refers to the shape, size,
variant, and colour of the product (Mentzer et al., 2004).
Customers are scarred by low-quality and fake products
(Chiejina & Olamide, 2014). However, customers per-
ceive more control over the buying process if they are
privileged in the case of Cash on Deliver (COD.
Hypothesis H3 (there is a significant impact of delivery
time on product satisfaction) is insignificant with a nega-
tive effect. Hence the H3 has been rejected, the findings
are inconsistent with the findings of Farooq et al. (2019).
That means, the shipping time attached to orders received
from customers and the timelines attached to managing,
handling, and fulfilling each demand of customers in that
time frame is not an easy task for the e-retailers (Anjum
& Chai, 2020). But this delivery time management and
handling is a pivotal driver for customer satisfaction in
the e-commerce industry (Grant & Tang, 2020). Delivery
time is one of the significant determinants of customer
satisfaction (Vakulenko et al., 2019). Whereas, it is evi-
dent that the macro factors (economic, environmental,
socio, and political) cause disruptions in the o delivery
time of e-commerce businesses in developing countries like
Pakistan. Moreover, Gal and Rucker (2018) urged that
delayed deliveries negatively affect product ratings and
eventually, lessen product demand.
Hypothesis H4 (there is a significant impact of shipping
cost on product satisfaction) is not accepted. The findings
are inconsistent with the findings of T. M. Choi (2019).
That means the shipping costs refer to shipping charges
attached to the order conveyance cost shipping to the
customer. Charges are attached to managing, handling,
and fulfilling every charge related to road delivery, sea
delivery, and air delivery; this cost can be varied based
on the required MOQ. But this shipping cost manage-
ment and handling is a pivotal driver for customer satis-
faction in the e-commerce industry (T. M. Choi, 2019;
Miao et al., 2021). Meanwhile, the findings indicate that
the shipping cost is not affecting product satisfaction
because of cost association. The e-consumers want to
pay less for their e-purchase and they do not care about
the mode of shipping but they are more concerned about
8 SAGE Open
the cost. Therefore, the logistics service quality (LCQ)
refers to keeping the shipping cost low.
Hypothesis H5 (there is a significant impact of infor-
mation quality on product satisfaction) is accepted. The
findings are supported by the findings of Melovic et al.
(2021) explaining that information quality refers to infor-
mation technology infrastructure setup programming at
the backhand of website operations. This includes data
privacy regarding customer ordering information, trans-
action security via credit and debit cards, and customer
personal information data mining as a data bank for
future usage of premium, regular and occasional cus-
tomer sale promotional campaigns, and so on. Customer
payment security and data privacy lead to high customer
satisfaction. It is imperative for an organization to
improve information quality as it is positively associated
with product satisfaction (Desalegn, 2016).
Research Implications
This study developed and validated an innovative
research model illustrating the influence of LSQ dimen-
sions on product satisfaction. The understanding of the
issue, model, and their interconnections was enhanced
through the utilization of the SERVQUAL Model and
Expectancy Disconfirmation Theory. By contributing to
the existing body of knowledge on this subject, the
research serves as a foundation for future in-depth and
critical examinations. Notably, there has been no prior
investigation in Karachi, Pakistan, into the role of LSQ
in product satisfaction. Hence, the study’s primary con-
tribution lies in exploring a unique issue, offering valu-
able insights for academics seeking to expand their
understanding. The application of LSQ dimensions
appears to positively impact product satisfaction.
The research centered on LSQ and aimed to assist
managers in identifying potential applications that could
significantly impact product satisfaction. Managers can
leverage the insights from this study to gain a deeper
understanding of LSQ, its dimensions, and how to effec-
tively collect, assess, and communicate performance
related to product satisfaction. The study offers a valuable
resource for managers looking to enhance the consumer
experience. Additionally, it equips managers with the tools
to leverage LSQ for increased efficiency in areas such as
product availability, delivery time, information quality,
product quality and condition, and shipping costs. Our
findings have important implications for administrators
and decision-makers, advocating for a proactive approach
and policies that encompass all logistics operations. This
achievement aligns with the principles of the circular econ-
omy concept and associated policies.
Limitations and Recommendations
This research was confined to the metropolitan area of
Karachi, Pakistan, in terms of its geographical scope.
Additionally, a limited number of variables were chosen
for the study. Moreover, LSQ was embraced as a com-
prehensive variable, and alongside this, the research
employed the PLS-SEM approach, although other
advanced second-generation statistical techniques could
also be considered for future investigations. Our sample
size was also limited therefore this study might not be
generalized for other demographic variables. Future
research can be done on the role of e-retailer logistics ser-
vice quality drivers, that is, availability, delivery time,
information quality, product quality and condition, and
shipping cost on sustainable supply chain performance
with mediating effect of product satisfaction. Secondly,
research can be on the effect of intermediary’s logistics
service quality factors, that is, speed, responsiveness, and
timelines logistics service quality on product satisfaction.
Lastly, research can be done on the influence of vendor-
managed inventory, and logistics service quality on ser-
vice user loyalty.
Declaration of Conflicting Interests
The author(s) declared no potential conflicts of interest with
respect to the research, authorship, and/or publication of this
article.
Funding
The author(s) received no financial support for the research,
authorship, and/or publication of this article.
ORCID iDs
Aamir Rashid https://orcid.org/0000-0003-3002-9114
Rizwana Rasheed https://orcid.org/0000-0002-3300-3393
Data Availability Statement
Data sharing not applicable to this article as no datasets were
generated or analyzed during the current study.
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