Logistics service quality evaluation of cross border e-commerce operators: a multilayer framework analysis in digital shopping market

The aim of this paper is to improve logistics service quality of cross border e-commerce business. Cross border e-commerce is one of the most important industries for capturing fast growing digital consuming market. Famous Asian e-commerce giants such as Alibaba from China and Softbank from Japan also adopted aggressive market expansion strategies, and these global competitors deeply push lots of pressure on Taiwan's e-commerce operators. To stay competitive in this market, excellent logistics service quality is indispensable for supporting the e-commerce business development for satisfying online shoppers. Therefore, this paper applies multilayer QFD method to evaluate logistics service quality of cross border e-commerce operator. The theoretical contribution of this project is to modify classic QFD framework by using sophisticated multilayer analysis method. Multilayer QFD framework may improve this shortcoming by evaluating the requirements from both service provider side (logistics service provider) and customer side (online shopper). The logistics service quality solutions based on the technical measures may be more precise under multilayer QFD framework. The result of this paper will provide insights and implication for e-commerce operator, logistics provider and platform operators with solutions to improve service quality.