An Analysis of Customer Satisfaction in the E-Commerce Industry

Abstract

Purpose: This research examines how customer satisfaction in E-Commerce industry in Bangladesh can be impacted by factors related to delivery. Specifically, it investigates the delivery lead time, delivery reliability and accuracy of delivery infor-mation as independent variables, the customer trust as a mediator and customer satisfaction as a whole. Design/Methodology/Approach: The survey was conducted through a quantitative survey where 200 respondents that had previously made a purchase from E-commerce platform within the past six months were surveyed. The responses were collected with the help of a structured questionnaire on the basis of a 5-point Likert scale. The data were evaluated with the help of Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS to both analyze the measurement mod-els and structural models to verify reliability, validity and robustness of testing hy-pothesis. Findings: The findings show that reliability in delivery and accuracy of the infor-mation can significantly lead to customer trust and satisfaction. The direct effect of lead time on deliveries on satisfaction is lower. Customer trust mediates the effect of the delivery performance on the customer satisfaction and the mediator influences the significance of trust in online customer experience. There was a non-significant test to test the model robustness in which one of the proposed directions was non-significant. Originality: The study is an empirical study resting on the relationship between the delivery performance and the trust/satisfaction in e-commerce in Bangladesh. It underlines that quality service delivery is a prerequisite that demands appropriate and effective delivery, to develop trust and loyalty amongst the customers and gives use-ful information to online retailers who stand to gain by improving the quality of ser-vice and customer satisfaction. Keywords: Delivery lead time, Delivery reliability, Delivery information accuracy, Customer trust, Customer satisfaction, PLS-SEM.