The Impact of Logistics Service Quality on Brand Trust in Food-Focused Online Platforms: Serial Mediating Effects of Customer Delight and Brand Attachment

Key Points

• This research aims to analyze the effect of logistics service quality on brand trust within food-focused online platforms and explore mediating effects.
• Developed a research model based on service-dominant logic and stimulus-organism-response theory.
• Conducted a survey with 297 individuals experienced in using major online food platforms.
• Analyzed data using PLS structural equation modeling to assess the effects of logistics service quality.
• Measured logistics service quality across four dimensions: personnel contact quality, order accuracy, timeliness, and order status.
• Logistics service quality positively influenced customer delight, brand attachment, and brand trust.
• Customer delight significantly affected both brand attachment and brand trust.
• Brand attachment also showed a positive effect on brand trust.
• Established a dual mediating pathway where logistics service quality leads to brand trust via customer delight and brand attachment.

Abstract