Understanding the impact of service convenience on customer satisfaction in home delivery: Evidence from Pakistan

Abstract

The purpose of this study is to find out the impact of five types of service convenience namely decision, access, transaction, benefit and postbenefit on customer satisfaction in home delivery service of online retailing. Service convenience model is applied to identify the consumer's experience regarding different conveniences encountered at different stages of home delivery. For that purpose, the data was collected from 230 consumers who had experienced the home delivery service during online shopping. After applying EFA, regression analysis has been performed as a statistical technique to test the hypotheses. The result of the study shows that all the independent variables are having a positive and significant impact on customer satisfaction except the one which is access convenience. This shows that accessibility to service provider does not affect customer satisfaction as they are considering online shopping as an efficient virtual store, where they can complete the purchasing process by themselves. It is recommended that online retailers should have to focus in providing convenience services in order to increase customer satisfaction.