POST PURCHASE SERVICE QUALITY AND CUSTOMER BEHAVIOR IN CROSS- BORDER E-COMMERCE: A PAKISTANI CONSUMER PERSPECTIVE

Abstract

The rapid growth of cross-border e-commerce (CBEC) has transformed global retail by enabling consumers to access international markets through digital platforms. While prior research has largely focused on pre-purchase and logistical aspects, the post-purchase phase remains underexplored despite its critical role in shaping customer satisfaction and behavior. This study investigates the impact of Post-Purchase Service Quality (PPSQ) on customer behavior from a Pakistani consumer perspective. Specifically, it examines five dimensions of PPSQ—Order Tracking (OT), Easy Exchange and Return (EER), Responsive Customer Support (RCS), Product Usage Instructions (PUI), and Loyalty and Reward Programs (LRP)—and their influence on Customer Satisfaction (CS), which subsequently affects Repurchase Intention (RPI) and Electronic Word-of-Mouth (eWOM). A quantitative, cross-sectional research design was employed using a structured online questionnaire distributed among Pakistani consumers with CBEC experience. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that Order Tracking, Easy Exchange and Return, and Responsive Customer Support significantly and positively influence customer satisfaction, whereas Product Usage Instructions and Loyalty and Reward Programs do not show a significant impact. Furthermore, customer satisfaction is found to be a strong predictor of both repurchase intention and electronic word-of-mouth. The study highlights that operational reliability and effective post-purchase support are the key drivers of customer satisfaction in CBEC, particularly in emerging markets like Pakistan where perceived risk is high. These findings provide valuable theoretical contributions by extending service quality literature to the post-purchase phase and offer practical insights for e-commerce platforms to prioritize resources effectively. Overall, the research underscores the importance of enhancing post-purchase experiences to foster customer loyalty and sustainable growth in cross-border e-commerce .

Keywords: Cross-Border E-Commerce, Post-Purchase Service Quality, Customer Satisfaction, Repurchase Intention, Electronic Word-of-Mouth, Pakistan