Online retailer cold chain physical distribution service quality and consumers: evidence from China during the COVID-19 pandemic

Abstract

In order to improve the satisfaction of online retail consumers and explore the process of forming consumer loyalty during the COVID-19 pandemic, this research combines the theories of perceived value and affect-as-information, taking cold chain logistics services (PDS) as an example to discuss the influence of PDS quality (PDSQ) of online retail cold chain on consumers' psychological emotion (satisfaction and psychological distress), attitude, and behaviour (loyalty). We collected 350 valid responses from an online response team in Wuhan, China, and analysed the data using exploratory factor analysis and structural equation modelling. Results reveal that the general psychological distress of consumers plays an intermediary role in the influence path of PDSQ on consumer loyalty during the pandemic. Therefore, online retailers should combine logistics services with measures to alleviate consumer psychological distress in disaster situations, which can increase consumers' loyalty to online retailers.