Abstract:
Purpose
The main purpose of this research is to identify the impact of post-purchase logistic activities
such as Shipping, Tracking, Return and Customer Service experience on Customer’s
Satisfaction and Future Purchase Intention in context of online shopping of physical products
in Pakistan.
Methodology & Design
This research is quantitative in nature and primary data were collected using a cross-sectional
survey that was self-administered. The sample size is consisted of 326 responses that were
used for further analysis. Reliability test and PROCESS macro for SPSS is used to evaluate
the reliability of items and to discover the level of mediation effect between proposed
variables and outcome.
Findings
The findings of this research revealed that Customer Service, Return and Shipping has a
partial mediation effect of Customer Satisfaction on Future Purchase Intention, whereas
Tracking has full mediation effect. Therefore it is proved that post-purchase logistic services
such as Shipping, Tracking, Returns and Customer Services are key determinant factors for
online enterprises to increase customer satisfaction and willingness to shop again from the
same online marketplace.
Limitations
This research is based on convenience sampling technique and data was collected through a
cross-sectional survey which minimizes the diversity impact.
Recommendations
The recommendations of this research are suggested, based on the survey results. Therefore it
is suggested that an e-commerce online store should focus on effectively managing and
improving their post-purchase logistics services. Online store must evaluate the return
procedures critically and make it easier and stress-free for customers.
