Abstract:
The main purpose of this study was to analyse the impact of logistics on the customer satisfaction of the retail stores, in the twin cities of the Islamabad and Rawalpindi. The factors of logistics in the study were inventory, lead time, transportation and logistics. A survey questionnaire divided in to two parts was adopted, one part for the factors of logistics and the other one for customer satisfaction for the measurement of variables in the research. Where the introductory portion deals with the demographic items and then the first part contain items tend to identify the score for each factor of logistics and then second part is for the customer satisfaction. In the study through convenient sample technique 200 stores of the twin cities of Islamabad and Rawalpindi are chosen for research. The findings of the research demonstrate that factors of logistics which in study are inventory, lead time, transportation and logistics does effect customer satisfaction. Moreover, logistics has shown positive relationship with customer satisfaction of the retail stores. Lastly, results have shown significant interaction of customer satisfaction with inventory, lead time, transportation and logistics. The study covers only the geography of Islamabad and Rawalpindi in the present research therefore, to have more better and generalizable insights future studies must include investors from other parts of the country. In addition to this a large sample size can also be used in the future studies. Practices like multiple effective transportation system, which reduces the lead time and maintaining the inventory in the stores and to make sure the availability of the products required by the customer is important for the customer satisfaction. Very few studies are done in this context, so this study will help in the academics and the customer satisfaction in the retail.
