The Influence of Warehousing and Order Fulfilment on Customer Satisfaction in E-Commerce
Heuwinkel, Max (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120326091
https://urn.fi/URN:NBN:fi:amk-2022120326091
Tiivistelmä
This study dealt with the influence of logistic processes, especially warehousing and order fulfillment on customer satisfaction in the B2C e-commerce business. The primary goal was to define links and dependencies between classic logistics sub-areas and more marketing-associated ones.
To this end, a theoretical framework was first formed, which discusses the relevant theories, models and processes on the basis of high-quality academic literature. Subsequently, a survey of consumers regarding their experiences and expectations of the online ordering process was created and distributed. At the same time interviews about logistics management with a focus on e-commerce were conducted with logistics managers. Through this methodology, both components of the term and research subject B2C were covered and explored, each with a focus on e-commerce.
As a result according to the survey, especially an efficient order tracking system as well as a fast, inexpensive and accurate delivery have an influence on the perceived customer satisfaction. The interviews showed that from a business point of view order processing in warehouses and distribution centers, flexible and transparent distribution processes and finally customer-oriented, exceptional customer service contribute to meeting customer expectations.
It was eventually concluded that efficient, customer-oriented logistics processes contribute significantly to customer satisfaction in B2C e-commerce as primary but not sole factors.
To this end, a theoretical framework was first formed, which discusses the relevant theories, models and processes on the basis of high-quality academic literature. Subsequently, a survey of consumers regarding their experiences and expectations of the online ordering process was created and distributed. At the same time interviews about logistics management with a focus on e-commerce were conducted with logistics managers. Through this methodology, both components of the term and research subject B2C were covered and explored, each with a focus on e-commerce.
As a result according to the survey, especially an efficient order tracking system as well as a fast, inexpensive and accurate delivery have an influence on the perceived customer satisfaction. The interviews showed that from a business point of view order processing in warehouses and distribution centers, flexible and transparent distribution processes and finally customer-oriented, exceptional customer service contribute to meeting customer expectations.
It was eventually concluded that efficient, customer-oriented logistics processes contribute significantly to customer satisfaction in B2C e-commerce as primary but not sole factors.