IMPACT OF DELIVERY SERVICE MISMANAGEMENT ON CUSTOMER DISSATISFACTION IN E-COMMERCE PLATFORMS: A CASE STUDY IN DHAKA CITY

Abstract

This research aims to find why customers often feel disinterested to purchase online, and which factors affect the most customer dissatisfaction. The authors tried to discover the major problems of the home delivery service system that result in customer dissatisfaction. The research is conducted in Dhaka city with a sample consisting of 256 respondents, most of which were from the youth generation. The research questions were designed based on a five-point Likert scale. Primary data was the focus of the research and the responses have been collected through online and social media. The snowball sampling method was used in this case. For analysis of the obtained data, SPSS software is used. Descriptive statistics, reliability tests, and regression models have been performed to reach a conclusion. After testing the hypothesis, the study reveals that leakage of customers’ privacy has been the prime cause, here, for the drop in customer’s interest to purchase from e-commerce platforms. They believe that the protection of customers’ personal information or privacy is not properly maintained in the course of delivery. Product safety issues have also been a significant factor. Customers are losing their trust because of it and those who used to purchase online are now shifting their priority to offline shopping. The new emerging businesses, app-based delivery partners, or the existing delivery service platforms have much scope to work on this area to hold a better consumer market.