Abstract

Purpose: This study examines the combined effects of the service marketing mix (7Ps), digital transformation, and logistics service quality on customer satisfaction and competitive advantage within live streaming e-commerce, aiming to clarify the mechanisms and pathways through which firms convert service design and digital investments into distinctive market positions. Research design, data and methodology: A cross-sectional online survey generated 527 valid responses from active live-stream shoppers; a second-order reflective measurement model was specified and evaluated and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to assess measurement reliability and validity (including indicator loadings, composite reliability, and convergent/discriminant validity) and to estimate structural paths. Results: The three antecedents each exert statistically significant and practically meaningful positive effects on customer satisfaction, and customer satisfaction significantly mediates their impact on competitive advantage; robustness checks support the stability of the model. Conclusions: Managers should pursue integrated initiatives that align service marketing, digital capability building, and logistics performance improvements, prioritizing cross-functional coordination and resource allocation to enhance customer experience, invest in personalization and real-time interaction tools, and secure sustainable competitive advantage in live streaming e-commerce, and future studies should adopt longitudinal designs and examine platform heterogeneity and boundary conditions and practical constraints.