Logistics Value and Perceived Customer Loyalty in E-commerce: Hierarchical Linear Modeling Analysis

Value is a fairly capacious concept and there are no clearly defined boundaries. This is due to the unlimited number of all needs, expectations and limitations of potential customers. In e-commerce, however, the most important elements of value that relate to logistics can be distinguished. The aims of this paper are to identify the components of logistics value for customers, and to present their influence on loyalty in e-commerce. Moreover, we investigated the mediation effect between those two variables using the positions of the value chain members. The hierarchical linear modeling (HLM) method was applied to analyze the data structure and find the dependencies between the variables from different levels.