IMPACT OF POST-PURCHASE SHIPPING ACTIVITIES AND CUSTOMER SERVICE EXPERIENCES ON CUSTOMER SATISFACTION AND FUTURE PURCHASE INTENTION IN ONLINE SHOPPING.

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.