Importance of order tracking facilities in enhancing the customer satisfaction levels in online retail sector of Pakistan

Abstract

The title of this research is “Importance of order tracking facilities in enhancing the customer satisfaction levels in online retail sector of Pakistan”. The major purpose was to examine the possibility of a relationship between order tracking and customer satisfaction. After finding sufficient evidence in the literature, logistics service quality was added as a mediator between the relationship of order tracking and customer satisfaction. The determination of the predictors of customer satisfaction in online retail is important because of the growing popularity of online shopping and the increasing focus on customer centric approaches like customer satisfaction. Literature reviewed in the process of conducting this research was mainly in the areas of online shopping, customer satisfaction, order tracking, logistics quality and major predictors of customer satisfaction in online retail. In terms of methodological approach, this research was a quantitative one, based on questionnaires structured using the 5‐point likert scale. The sample size of 107, obtained using online questionnaires and based on a mixture of convenience and snowball sampling, was tested for reliability and integrity. Items were aggregated into three main variables using the exploratory factor analysis, and the variables were then tested for causality using linear regression. The regression analysis resulted in the validity of both the hypotheses of the study i.e. order tracking has an impact on customer satisfaction, the impact of order tracking on customer satisfaction is mediated by logistics service quality. A positive and significant relationship was found between order tracking and customer satisfaction and the mediation of logistics service quality was also established. On the basis of the findings of this study, it has been recommended that online retailers focus on improving their order tracking facilities in terms of accuracy and reliability. Moreover, online retailers should work towards a more collaborative relationship with logistics providers to enhance their perceived logistics service quality in the minds of consumers.