Understanding the Impact of Service Convenience on Customer Satisfaction in Home Delivery: Evidence from Karachi

Abstract

The rise of e-commerce caused by the growing popularity of the world wide web, electronic gadgets, and social media, has led to a constant upward trend in online shopping in Pakistan. Home delivery is crucial to online shoppers because if the product does not reach their desired destination, the purchase made will be conceived as inconvenient by the buyer. This study aims to identify how five kinds of conveniences, i.e., decision convenience, access convenience, transaction convenience, benefit convenience, and post benefit convenience, impact how satisfied customers are by the services provided by online retailers during home delivery. 110 individuals who availed a home delivery service over the past year took part in the study, and customer experience was observed as they were offered different conveniences at the various stages of home delivery. After performing a regression analysis, results show that four independent variables have a positive and significant impact on the dependent variable, while the impact of benefit convenience, the fifth variable, is insignificant. These results show us that the timely and correct delivery of products does not impact satisfaction as long as the provider offers a convenient post purchase return policy. They also show that decision convenience, post benefit, and transaction convenience have the greatest impacts on customer satisfaction. Access convenience and benefit convenience are also shown to have a high impact on the dependent variable. Based on these findings, we recommend that online retailers pay more attention to offering convenience services to their customers to improve satisfaction.