In the modern digital economy, electronic trading companies face not only offering a variety of products but also ensuring a transparent logistics experience. Logistics is no longer a back-end operation but a key determinant of customer satisfaction. This research investigates how logistics optimization can significantly enhance customer satisfaction in the Indian e-commerce sector. Drawing on both primary and secondary data, the study explores core logistics functions such as order accuracy, delivery speed, packaging, communication return handling. A structured survey was conducted with over 100 respondents from various demographics who had recently used platforms like Amazon, Flipkart Myntra. The analysis revealed that timely delivery, accurate order fulfilment hassle-free return procedures are essential for trust and loyalty. Moreover, integration of AI, real-time tracking sustainable practices emerged as strategic differentiators. The research also formulated and tested two hypotheses related to the impact of delivery speed and communication on overall satisfaction. Using suitable statistical tools, it was found that both significantly influence customer experience. Based on empirical evidence and extensive literature, the study suggests actionable strategies such as investment in automation, enhancing last-mile delivery, offering flexible return policies leveraging customer feedback loops. The findings contribute to a broader understanding of logistics as a customer-centric function and offer practical insights for e-commerce firms to retain customers in a highly competitive environment.
Gandal et al. (Fri,) studied this question.
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