LOGISTICS, SATISFACTION AND LOYALTY IN E-COMMERCE VALUE NETWORK: DISCRIMINANT APPROACH

Beneficiaries of e-commerce growth are both companies and customers. E-commerce creates new opportunities for development for already existing entities and gives prospects for rapid growth to emerging ones. Customers can simply and quickly find products, compare them and choose the best one. Thanks to e-commerce, an additional value is created for the customers which is associated with a lower price of the product, convenience in the form of twenty-four hour access to e-shops, various methods of deliveries and possibility of product return. Logistics, then, plays a very important role in e-commerce. The logistics value is created not only by the online sellers but also by many other entities, such manufacturers, distributors, marketplaces, and logistics and couriers companies. They can be grouped into the following stakeholders: e-tailers, suppliers, complementors, as well as the final customers. All together are a part of the e-commerce value network. The aim of these studies is to determine the relationship between perceived logistics value, customer satisfaction and loyalty in e-commerce. For the needs of this paper, we scrutinized a random sample of 800 individuals representing retailers, customers, suppliers and complementors of e-commerce in Poland. To test this relationship, a discriminant analysis was performed to establish whether differences in perceptions exist between the e-commerce stakeholder groups. (C) 2019 Published by Future Academy www.Future Academy.org.uk