Importance of After Purchase Services in Online Business and Customer Satisfaction: A Study from Pakistan

Abstract

This research paper is focused on the understanding of post-purchase customer services and their impact on customer satisfaction and future purchase intention. This paper emphasized the importance of logistic services like shipping, return, and tracking of the order to provide managerial guidance in e-commerce in Pakistan. This study is intended to support and facilitate managerial insights about post-purchase activities regarding shipping, tracking, and e-commerce returns. Hence, it is a useful study for the practitioners to design their e-commerce services by focusing on the logistic services to satisfy the customers. This study can be further extended to other countries as well. The results reveal that post-purchase services lead to the increased customer satisfaction, which helps the e-commerce entrepreneurs to retain their customers and consequently increased market share and profitability.