Research On The Effect Of Logistics Service Quality On Sales For Brick And Mortar Retailers In Omni-Channel

Digitalization is increasingly subverting the traditional boundaries of online and offline,pushing the retailing to a new stage of development.To be able to adapt to market changes,traditional brick-and-mortar retailers actively develop e-commerce to integrate the online and offline journey,and provide seamless shopping experiences using omnichannel strategy.Omnichannel retailing is not only addition of channels,rather integration of transaction data such as logistics service quality,prices,promotions,and product types in all available channels.Analyzing the influence of various factors including logistics services on product sales will help retailers gain user preferences and formulate more accurate marketing strategies..Based on the empirical research paradigm,the thesis focuses the influence of logistics service quality on product sales.We take Walmart as the target company,and uses the R crawler tool to grab a total of 146,081 data from the top 100 commodities in each category as a research sample for regression analysis.In order to compare the adjustment effects of different commodity types,we divide the products into two categories: Personal Care and Electronics.First,we analyze the discounts during promotional period and find that compared to Personal Care,Electronics products enjoy higher discounts.Then,from the perspective of sales,the regression analysis is used to explore the influence of ship-to-store,delivery speed,logistics service price,stock,customer rating,price,and discount on product sales.The result shows that: delivery speed,customer rating,and discount have a significant positive impact on the sales of Personal Care and Electronic goods,and logistics service price has a negative impact on the sales of both types of goods;Product category significantly regulates the impact of logistics services on sales.Ship-to-store has a significant positive impact on searchoriented products and no impact on experience-based products;Stock has a significant negative impact on experience-based products and no impact on search-oriented products;The effect of delivery speed on experience-based is greater than that of search-oriented.We verified the impact of factors such as logistics services quality on consumer shopping decisions,which provides a reference for traditional retailers to formulate discount and logistics strategies.Results obtained showed different products have different sensitivities to the logistics services quality dimensions.Enterprises should carry out diversified operations and improve service to achieve the best overall benefits.To provide convenience and value to the customer,brick-and-mortar retailers should give full play to the advantages of offline resources to develop e-commerce.And innovative approaches for transaction models and logistics distribution is necessary.