The Role of Logistics in Driving Customer Satisfaction in Bangladesh’s E-Commerce Sector
By Imran Ahmed, A.F.M Fazle Rabbi, and Mst. Jannat Ara Samira
Published in Supply Chain Insider, Volume 14, Issue 01, October 2024
DOI: 10.5281/zenodo.13865868
With the continued expansion of Bangladesh’s e-commerce industry, logistics has emerged as a critical determinant of customer satisfaction. In this study, we empirically examined the logistics-related factors that directly influence online shoppers’ satisfaction across the country. The findings shed light on the structural importance of delivery performance, transparency, payment security, and customer support—areas that are often underestimated but are vital for retaining and satisfying consumers.
A total of 430 respondents participated in a structured online survey. These participants represented various age groups, occupations, and income levels, reflecting a diverse cross-section of online consumers in Bangladesh.
To understand how logistics influences satisfaction, we proposed nine hypotheses related to different aspects of the delivery and service process. Each hypothesis was tested using one-sample t-tests. The results were statistically significant (p < 0.001), indicating strong support for the proposed relationships.
These results make it clear that customer satisfaction is not solely dependent on product quality or pricing. The way an order is delivered, the transparency of delivery status, and the ease with which customers can get help or make payments all significantly shape the user experience.
To further validate these insights, the statistical significance of each hypothesis was examined. All results showed p-values below 0.001 and t-values well above the threshold of ±2.00, reinforcing the reliability of the conclusions.
Table: One-Sample t-Test Summary
| Hypothesis | Mean Difference from Test Value = 3 | t-Statistic | p-Value (2-tailed) | Significance |
|---|---|---|---|---|
| Timely delivery influences satisfaction | 1.286 | 26.71 | 0.000 | Significant |
| Secure delivery enhances satisfaction | 1.333 | 30.44 | 0.000 | Significant |
| Issue resolution improves satisfaction | 1.188 | 25.15 | 0.000 | Significant |
| Order tracking impacts satisfaction | 1.221 | 25.90 | 0.000 | Significant |
| Secure payment influences satisfaction | 1.302 | 29.70 | 0.000 | Significant |
| Access to order status is valuable | 1.393 | 32.33 | 0.000 | Significant |
| Product info accuracy affects satisfaction | 1.309 | 28.41 | 0.000 | Significant |
| Easy access to support is essential | 1.309 | 29.40 | 0.000 | Significant |
| Delivery process convenience matters | 1.456 | 34.81 | 0.000 | Significant |
These insights underscore the strategic role of logistics in customer experience management. While much focus in e-commerce is typically placed on marketing and product selection, the real battleground for consumer trust lies in how efficiently and transparently logistics is executed.
Our study also connects these findings to broader theoretical frameworks including the Resource-Based View, Supply Chain Integration, and Agile and Lean Supply Chain Management theories. These models emphasize the strategic role of logistics in sustaining competitive advantage, particularly in emerging markets like Bangladesh where infrastructure poses unique challenges.
E-commerce businesses can extract significant value from this research by prioritizing delivery speed, offering transparent tracking, ensuring packaging integrity, and maintaining responsive customer service. Furthermore, digital payment security continues to grow in importance, especially among younger, digitally active consumers.
In conclusion, logistics is not simply a back-end function in e-commerce—it is a customer-facing service that defines the quality of the entire shopping experience. As the digital marketplace becomes more competitive in Bangladesh, firms that invest in strengthening their logistics infrastructure and delivery systems will be better positioned to win consumer trust, encourage repeat business, and ensure long-term brand loyalty.
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