Abstract

Purpose: This study examines how order processing system components influence customer repurchase intentions in e-commerce through both direct and satisfaction-mediated pathways, investigating the individual effects of timeliness, order accuracy, product condition, and order discrepancy handling. Research design, data and methodology: A quantitative approach utilizing structural equation modeling analyzed data from 314 Vietnamese e-commerce customers. The measurement and structural models were assessed using Smart-PLS 4.0 software. Results: The findings provide empirical support for all hypothesized relationships. All four order processing components significantly influence both customer satisfaction and repurchase intention. Customer satisfaction strongly mediates the relationship between order processing components and repurchase intention, while significant direct effects persist, indicating partial mediation. Conclusions: This study contributes to e-commerce literature by establishing a dual-pathway model that explains how operational excellence influences customer loyalty through both satisfaction formation and direct behavioral reinforcement mechanisms. The findings highlight that investments in order processing systems yield double dividends, enhancing customer satisfaction while also creating direct pathways to repurchase behavior through trust development and habit formation. E-commerce managers should prioritize order accuracy and timeliness while developing robust systems for handling order discrepancies when they occur.