The Impact Of Lead Time Management On Customer Retention: Evidence From E-Commerce Industry Of Pakistan

Abstract

Purpose: The purpose of this research is to examine the impact of Lead time on customer retention in E-commerce industry of Pakistan. The E-commerce industry is on a growing trend and people are enough shifting from traditional buying to E-commerce due to awareness and internet access. Therefore, considering this increase Lead time has become the central focus for ensuring customer retention. Methodology: The research follows a quantitative research methodology and it explores the impact the distributing a questionnaire among the respondents. The sample size for this research includes 200 respondents. The data analysis has been carried out through SPSS regression test. The research variables includes: Multiple Suppliers, Multiple Transport, Process Definition & Exp., and Smooth Workflows whereas, the dependent variable is: customer retention. Findings: The findings from the regression test show that, there is an impact of 51.5% (R Square) on the customer retention of the E-commerce firm in the presence of above independent variables. The results also show that, all the independent variables are accepted having their impact on the customer retention. Conclusion: In a nutshell, the lead time is directly related to customer retention which in returns caters business for the online store.