An Investigation into the Consumers¡¯ Sensitivity of the Logistics Efficiency

This research¡¯s objective is to verify the relationships between the consumer¡¯s perception of logistics' efficiency, satisfaction and behavioral intention. The logistic components perceived by the consumer were identified by a qualitative research. A questionnaire was conducted nearby 290 participants in order to check the impact of loyalty and mood on the sensitivity to the logistic function¡¯s efficiency and the influence of the latter on satisfaction and the patronage intention. Results show that the sensitivity to logistics efficiency is found to be three dimensional. It is subdivided into sensitivity to merchandising, availability of products and associated information, logistical sensitivity at the department level and logistical sensitivity at the tills level. This research found that loyal consumers are less sensitive to logistics efficiency. The latter is positively influenced by shopper¡¯s mood. Satisfaction and patronage intention are influenced only by the logistical efficiency at the tills level. This research can help the stores¡¯ managers to avoid problems triggered by the perception of logistical activities and to minimize their negative impacts by manipulating other in store variables. Its originality stems from the newness of considering the perception of the store¡¯s logistical function as a consumer variable which may have an impact on his behavior.