Abstract:
Purpose: the aim of this study is to understand the role of technology and ecommerce business and its impact in the food firms of Pakistan. This research amplifies the acceptance of technological changes in the food business, moreover how ecommerce helps in generating greater customer experience. Methodology: The research uses a quantitative research method having sample size of 150 respondents. The data for the research has been gathered from primary sources, while the method of analysis for the research is Regression and Cronbach alpha. Findings: the findings from the research shows that, all the variables (Technology usage, ease of use, product delivery and logistic services) have positive significant impact on customer satisfaction. This shows that, all these variables have impact on satisfaction whereas; between all product delivery and ease of use through technology has the highest impact among all. Conclusion: In conclusion, companies in the food industry must assess evolving e-commerce trends and plan their investments in technology and other areas accordingly. In this situation, the firm's emphasis will determine the amount of consumer satisfaction. For effective results, organizations should invest in technology solutions such as ERP, demand planner, and so on, according to the findings.
