The Impact of Customer Satisfaction on Customer Loyalty in Chinese E-Commerce Platforms in China


  • JianXuan Huang
  • Chompu Nuangjamnong


Price fairness, Logistics service, Performance in handling product return, E-service quality, Customer satisfaction, Customer loyalty


This research aims to investigate the substantial influence of price fairness, logistics services, and performance in handling product returns, e-service quality, and customer satisfaction on customer loyalty within the context of Chinese e-commerce platforms. Employing both primary and secondary data collection methods, the study analyzes the factors shaping customer loyalty among 390 respondents who made purchases on Chinese e-commerce platforms. Drawing upon insights from four established theoretical frameworks in previous studies, a new conceptual framework is devised for this research. The findings indicate that logistics services play a crucial role in enhancing customer satisfaction, underscoring their significant impact. Moreover, price fairness and effectiveness in handling product returns are identified as contributors to positive customer satisfaction. Importantly, customer satisfaction emerges as a pivotal factor influencing customer loyalty. However, it is essential to acknowledge the study's limitations, as it exclusively targets Chinese domestic online consumers. Consequently, the generalizability of the findings may be constrained when applied to diverse cultural backgrounds or international consumers. This research contributes to the field by spotlighting the key factors that shape customer loyalty within the unique landscape of Chinese domestic e-commerce platforms. By examining these factors, the study provides valuable insights for businesses seeking to enhance customer loyalty in the dynamic and competitive Chinese e-commerce market.

Author Biographies

JianXuan Huang

Graduate School of Business and Advanced Technology Management, AU of Thailand

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand


Akıl, S., & Ünğan, M. C. (2021). E-Commerce Logistics service quality. Journal of Electronic Commerce in Organizations, 20(1), 1-19.

Ali, Z., & Bhaskar, S. B. (2016). Basic statistical tools in research and data analysis. Indian Journal of Anaesthesia, 60(9), 662.

Avania, I. K., & Widodo, A. (2023). Effect of E-Service Quality on E-Customer Loyalty through E-Customers Satisfaction on E-Commerce Shopee Application. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) 5(1), 5339-5346.

Brusch, M., & Stüber, E. (2013). Trends in logistics in the german e-commerce and the particular relevance of managing product returns. DOAJ (DOAJ: Directory of Open Access Journals), 9(4).

Cochran, W. G. (1997). Sampling Techniques (3rd ed.). John Wiley & Sons.

Colburn, R. T. (2013). Determining the Effect of the Returns Management Experience on Consumer Satisfaction. Chancellor’s Honors Program Projects.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.

Fiqqih, M. N. (2022). The Effect of Perceived Price Fairness, Product Quality, and Service Quality on Customer Loyalty with Customer Satisfaction Mediation on Shopee Consumers. Advances in economics, business and management research, 265-271.

Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329-340.

Goranda, I. R., Nurhayati, P., & Simanjuntak, M. (2021). Analysis of Consumer Satisfaction and Loyalty Factors with CRM Approach in Agribusiness E-commerce Company. Journal of Consumer Sciences, 6(2), 111-128.

Hassan, M., Hassan, S., Nawaz, M. S., & Aksel, I. (2013). Measuring customer satisfaction and loyalty through service fairness, service quality and price fairness perception: an empirical study of Pakistan Mobile telecommunication sector. Science International, 25(4), 971-980.

Herrmann, A., Xia, L., Monroe, K. B., & Hüber, F. (2007). The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49-58.

Homsud, S., & Chaveesuk, S. (2014). Understanding a proposed model of customer loyalty formation in B2C e-Commerce. International Journal of Future Computer and Communication, 3(3), 191-196.

Huong, Q., Kim, T. Y., & Wang, X. (2023). Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences. Journal of Retailing and Consumer Services, 70, 103165.

Jalil, E. E. A. (2019, December). Customer satisfaction and reverse logistics in e-commerce: The case of klang valley. Proceedings of the 9th International Conference on Operations and Supply Chain Management, Ho Chi Minh City, Vietnam, 15-18.

Kalia, P., Arora, R., & Kumalo, S. (2016). E-service quality, consumer satisfaction and future purchase intentions in e-retail. e-Service Journal, 10(1), 24.

Khan, S. A., Ling, Y., & Shahzad, S. (2015). An empirical study of perceived factors affecting customer satisfaction to Re-Purchase intention in online stores in China. Journal of Service Science and Management, 8(3), 291-305.

Laosuraphon, N., & Nuangjamnong, C. (2022). Factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping in Bangkok, Thailand: A Case Study of Facebook Streaming Platform. AU-HIU International Multidisciplinary Journal, 2(2), 21-32.

Lin, Y., Luo, J., Zhou, L., Ieromonachou, P., Huang, L., Cai, S., & Ma, S. (2014). The impacts of service quality and customer satisfaction in the e-commerce context. 2014 11th International Conference on Service Systems and Service Management (ICSSSM).

Mitchev, T., & Nuangjamnong, C. (2021). The Impact of E-Commerce on Customer Satisfaction and Customer Loyalty during the COVID-19 Pandemic: A Quantitative Analysis in Thailand. AU-GSB e-Journal, 14(2), 59-70.

Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business & Management, 8(1), 1-33.

Muharam, H., Chaniago, H., Endraria, E., & Harun, A. (2021). E-Service quality, Customer trust and satisfaction: Marketplace Consumer Loyalty analysis. Journal Minds, 8(2), 237.

Octaviani, O. C., Rizan, M., & P, A. K. R. (2021). The effect of e-service quality and perceived price fairness on customer loyalty, with customer satisfaction as intervening study on online shopping site in Indonesia Pedagogi: Journal Penelitian Pendidikan, 4(1), 143-171.

Pasaribu, F., Sari, W. P., Bulan, T. R. N., & Astuty, W. (2022). The effect of e-commerce service quality on customer satisfaction, trust and loyalty. International Journal of Data and Network Science, 6(4), 1077-1084.

Rajendran, S. D., Wahab, S. N., Ling, Y. W., & Yun, L. S. (2018). The Impact of Logistics Services on The E-Shoppers’ Satisfaction. International Journal of Supply Chain Management, 7(5), 461-469.

Ramanathan, R. (2011). An empirical analysis on the influence of risk on relationships between handling of product returns and customer loyalty in E-commerce. International Journal of Production Economics, 130(2), 255-261.

Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. SmartPLS GmbH, Boenningstedt. Journal of Service Science and Management, 10(3), 32-49.

Urbanke, P., Kranz, J., & Kolbe, L. (2015). Predicting product returns in e-commerce: the contribution of mahalanobis feature extraction. Thirty Sixth International Conference on Information System, Forth Worth 2015.

Vasić, N., Kilibarda, M., Andrejić, M., & Jović, S. (2020). Satisfaction is a function of users of logistics services in e-commerce. Technology Analysis & Strategic Management, 33(7), 813-828.

Wang, G., & Nuangjamnong, C. (2023). The Influence of Online Shopping Platform on Customer Satisfaction and Trust toward Customer Loyalty: A Case Study of JD E-commerce Platform in China. International Journal of Social Sciences and Humanities, 10(1), 7623-7649.

Yu, J., & Nuangjamnong, C. (2022). The Impact of Mobile Banking Service on Customer Satisfaction: A Case Study of Commercial Banks in China. International Journal for Research & Technology, 3(10), 43-64.

China E-Commerce Development Report. (2022, August 9). GlobalData’s E-Commerce Analytics.




How to Cite

Huang, J., & Nuangjamnong, C. (2023). The Impact of Customer Satisfaction on Customer Loyalty in Chinese E-Commerce Platforms in China. AU EJournal of Interdisciplinary Research (ISSN: 2408-1906), 8(2), 63-79. Retrieved from



The AU eJournal of Interdisciplinary Research