Logistics In Focus: Exploring Service Quality In Live-Streaming E-Commerce
Bat-Erdene Ganbat
Department of Economics, Graduate University of Mongolia, Ulaanbaatar, Mongolia
Oyunbileg Amarjargal
School of Business, Graduate University of Mongolia, Ulaanbaatar, Mongolia
Abstract
Live-streaming e-commerce has surged in popularity, offering a unique shopping experience that combines live broadcasts with online shopping. However, this rapid growth has brought about logistical challenges. The intense surge in orders during live streams has strained logistics capabilities, leading to service level reductions and increased customer complaints. Additionally, time-constrained merchandising activities, coupled with diverse product specifications, have raised concerns about delivery delays, packaging costs, and inconvenience in the return process. This study aims to address these logistical issues by developing a set of logistics service quality evaluation indicators tailored to the live-streaming e-commerce platform. By analyzing the unique logistics demands of live e-commerce, we propose strategies to enhance logistics services, ultimately ensuring the platform's high-quality development. As the live-streaming e-commerce industry continues to evolve, optimizing logistics is crucial for sustaining growth and improving customer satisfaction