Abstract:
Purpose of Research:
The purpose of this research was to find out the Impact of Lead Time, On-Time Delivery &
Perceived Security Risk on Customer Retention in E-Commerce Industry of Pakistan. It is
believed that there is a lack of customer retention rate in E-Commerce industry of Pakistan.
Customers prefer to purchase from retail markets rather than from online stores.
Methodology of Research:
This study is descriptive in nature. Which involves quantifiable data which was gathered
through a survey questionnaire. The data was collected from a sample population of 164-
customers, who had experienced Online shopping in Pakistan. In order to analyze the data
regression and correlation test were performed via SPSS. In this research Non- probability
and convenient selection approach was used. As Dornyei (2007) stated that convenience
sampling method is a type of non-probability or non-random sampling technique. Because in
this technique individuals from targeted population are selected on certain definite standards.
Like Geographical Location, Easy Access, Timely availability, & willingness to participate.
Findings of Research:
The results of this study confirm that there is significant impact of Lead-Time, On-Time
Delivery, and Perceived Security Risk on Customer Retention in E-Commerce industry of
Pakistan. All three components or independent variables of this study are observed useful and
showed a significant impact with a significance value less than 0.05, on dependent variable
which is Customer Retention.
Practical Implications:
The findings resulting from this research will help the investors and government of Pakistan
to implement effective policies and eliminate those causes which are resulting a decreasing
trend of Customer satisfaction and retention in this Online industry.
