Effects of E-Commerce Logistics Reliability on Customer Satisfaction Among Customers of Online Food Delivery Services in Awka, Anambra State

Abstract

The rapid growth of online food delivery services has heightened the importance of logistics reliability in ensuring customer satisfaction. However, in Awka, Anambra State, concerns have been raised regarding the consistency and efficiency of logistics operations, which may adversely affect customer loyalty and repeat patronage. This study investigates the effects of e-commerce logistics reliability specifically delivery time, delivery condition, tracking accuracy, delivery consistency, order accuracy, and delivery flexibility on customer satisfaction, proxied by repeat purchase behaviour among customers of online food delivery services in Awka. The primary objective is to determine how these logistics factors influence customer loyalty and to provide actionable insights for service improvement. The research adopted a descriptive survey design, sampling 167 respondents using structured questionnaires. Data analysis involved both descriptive statistics - simple percentages, means, and standard deviations - to summarize respondent perceptions, and inferential statistics through the Ordinary Least Squares (OLS) regression technique to examine the relationships between logistics reliability indicators and customer satisfaction. The results reveal that delivery time (β = 0.156, p < 0.05), delivery condition (β = 0.213, p < 0.01), tracking accuracy (β = 0.138, p < 0.05), delivery consistency (β = 0.245, p < 0.01), order accuracy (β = 0.187, p < 0.01), and delivery flexibility (β = 0.102, p < 0.05) all significantly influence repeat purchase behaviour. The findings suggest that improvements in logistics reliability enhance customer satisfaction and foster customer loyalty. Based on these results, it is recommended that online food delivery providers in Awka invest in optimizing delivery processes, improve tracking systems, ensure order accuracy, and offer flexible delivery options to boost customer satisfaction. Strengthening these logistics components will likely lead to increased repeat purchases, customer retention, and competitive advantage in the growing online food market.