THE ROLE OF LOGISTICS IN DRIVING CUSTOMER SATISFACTION: AN EMPIRICAL INVESTIGATION IN BANGLADESH

Abstract

Consumer expectations and behaviors have been substantially altered by the rapid increase in e-commerce worldwide, including in Bangladesh. Logistics has emerged as a critical determinant of consumer satisfaction as online shopping become more popular due to its convenience, variety, and competitive pricing.

Purpose: The objective of this study is to examine the impact of logistics on the contentment of Bangladeshi online shoppers, with a particular emphasis on the quality of service, timing, accuracy, and overall convenience of delivery.

Methodology/design/approach: A structured survey was implemented to collect data from 430 respondents in Bangladesh, representing a variety of demographics, by a quantitative research methodology. SPSS version 27 was employed to analyze the collected data, and descriptive statistics and one-sample t-tests were implemented to assess the hypotheses.

Findings: Logistics elements including prompt delivery, secure and intact delivery, customer service efficiency in addressing delivery issues, order tracking, and convenient payment alternatives significantly affect customer satisfaction. Bangladeshi customers value logistics service reliability and efficiency, with delivery convenience being a key driver of satisfaction, according to the report. Online shoppers also benefit from reliable product information, order status, and customer service.

Research limitations/implications: Several limitations must be addressed in this study. Due to its local availability, its use may be limited. Self-reported data may be biased and inaccurate. The cross-sectional study collects data at one time. Despite these restrictions, Bangladeshi e-commerce companies benefit from this research. It shows how logistics can exceed customer expectations and build loyalty. Bangladeshi e-commerce enterprises can strengthen their logistics operations to compete and satisfy customers. Future research should examine how logistics technology affects consumer happiness in the ever-changing e-commerce market.

Value/originality: This study enhances the current body of literature by identifying and analyzing the precise logistics factors that influence customer satisfaction in the context of Bangladeshi online purchasing. This theoretical framework is based on the Resource-Based View (RBV), Supply Chain Integration (SCI), Customer Relationship Management (CRM), Lean Supply Chain Management, and Agile Supply Chain Management, all of which emphasize the significance of customer-centric logistics strategies and efficient resource management.