Independent University, Bangladesh Business Research Methods Course ID: BUS485 Section: 2 Autumn 2020 Submitted To: Prof. Dr. Mamun Habib Date of Submission: 4th January,2020 Customer Satisfaction on Chaldal Group Members ID 1721965 NAME Shahba Nusrat Waheedi 1621221 Ishtiaq Choudhury 1722101 Tanzila Akter 1610886 Ifran Shahrier 1730551 Bakhtiyar-Z- Kabir Letter of Transmittal To, Prof. Dr. Mamun Habib Instructor, BUS485 Independent University, Bangladesh (IUB) Bashundhara R/A, Dhaka Date: January 4th, 2020 Subject: Research on Customer Satisfaction on Chaldal Dear Sir, With due respect, it is our pleasure and honor to be your students and have this opportunity to present this comprehensive research. While preparing for this study, we have given our best effort. We have tried to provide all relevant information regarding this research and we believe and hope that this research will provide you with a clear conception about our findings. We all gave our best to accumulate required information and we will be more than happy to answer any question and clarify it fully to your understanding. Thank you for all your help and support which helped us significantly in preparing this research. Yours Sincerely, Group D 2|Page Acknowledgement This research work was a great learning experience for our team. We are indebted to many people who encouraged and supported us. Without their participation and assistance, the completion of the thesis would be impossible. Hereby, we would sincerely like thank them for their patience and valuable guidance. Firstly, we would like to take this opportunity to thank our instructor Prof. Dr. Mamun Habib for guiding us till the end. We deeply admire his experience and vast knowledge in the field of research. We are truly grateful for him giving us a solid guideline for this research throughout numerous consultations. We would also like to expand our deepest gratitude to all those who have directly and indirectly guided us in preparing this assignment. Many people especially our team members themselves; have made valuable comments and suggestions on this topic which gave us an inspiration to improve our assignment by a large margin. We once again thank all the people who tried to help us to complete this assignment. 3|Page Table of Contents Chapter 1: Generalities of the study ............................................................................................................................. 6 1.1 Introduction .............................................................................................................................................................. 6 1.2 Research Objectives ................................................................................................................................................. 9 1.3 Scope of research ...................................................................................................................................................... 9 i)Type of research ....................................................................................................................................................... 9 ii)Target, Population, Sample ................................................................................................................................... 9 iii)Variables iv) Measurement ........................................................................................................................................................ 10 1.4 Limitation of the research ..................................................................................................................................... 10 i) Small number of independent variables ............................................................................................................. 10 ii) Generalizability. ................................................................................................................................................... 10 iii) Insufficient sample size for statistical measurement ........................................................................................ 10 1.5 Significance of the study ........................................................................................................................................ 11 Chapter 2: Literature Review ..................................................................................................................................... 12 2.1 Theory ..................................................................................................................................................................... 12 2.2 Related review of literature ................................................................................................................................... 12 2.3. Previous Study ....................................................................................................................................................... 14 Chapter 3: Research Methodology ............................................................................................................................. 15 3.1. Method of research used ....................................................................................................................................... 15 3.2. Respondents ........................................................................................................................................................... 16 3.2.1. Target population ........................................................................................................................................... 16 3.2.2. Sampling unit .................................................................................................................................................. 16 3.2.3. Sample size ...................................................................................................................................................... 17 3.3. Research Instruments/Questionnaires (operational component) ..................................................................... 17 3.3.1. Questionnaire scale ........................................................................................................................................ 17 3.4. Collection of Data .................................................................................................................................................. 18 3.5. Statistical treatment of data: ................................................................................................................................ 18 Chapter 4: Presentation of data & critical discussion of results ............................................................................. 19 4.1. Descriptive Analysis/Statistics: ............................................................................................................................ 19 4.2 Frequencies ............................................................................................................................................................. 20 4|Page 4.3. Frequency Tables & Pie Charts ........................................................................................................................... 22 4.4. Reliability Analysis................................................................................................................................................ 37 Chapter 5: Summary, Conclusions & Recommendations ........................................................................................ 38 5.1. Summary of findings ............................................................................................................................................. 38 5.2. Conclusion .............................................................................................................................................................. 38 5.3. Recommendation ................................................................................................................................................... 39 5.4. Further Study ........................................................................................................................................................ 40 Reference ....................................................................................................................................................................... 41 Appendix ....................................................................................................................................................................... 42 Survey Questionnaire (Questions) .......................................................................................................................... 42 Survey Questionnaire (Preview) ............................................................................................................................. 45 5|Page Chapter 1: Generalities of the study 1.1 Introduction When this novel coronavirus pandemic hit Bangladesh and the markets were closed and some still are, customers have been turning to online outlets for grocery items. As countries across the world have declared lockdown initiatives one after the other, Bangladesh like other countries has also seen a frenzy of panic purchasing and storing essential products. Coronavirus pandemic has accelerated the future of e-commerce across markets, particularly for people who are trying to avoid public places. As a response, they are encouraged to think of substitutes for buying in brickand-mortar shops (Hasan, 2021). All digital platforms, which are primarily important for retail every day, have witnessed tremendous business growth throughout the pandemic. Many urban residents, particularly the citizens of Dhaka City and the surrounding areas, have therefore turned to online retail stores. The ongoing recession has been seen as the largest opening up of online grocery stores. In the past few days, most online stores in Bangladesh have seen sales of grocery products almost double in the midst of coronavirus scare. Chaldal, a well-established industry player and current market leader in online grocery shopping, has announced a tremendous rise in order numbers on a regular basis. Before the outbreak of Covid-19 in the region, Chaldal had 2,500 orders every day. In the current new normal scenario, Chaldal receives an average of about 6,000 orders a day, which is 140 percent higher than the start of this pandemic in Bangladesh. Chaldal and companies like them have helped consumers remain at home and maintain social distances, thus helping to curb the spread of the virus. The growth of companies like Chaldal in these trying times, where most of the firms are facing declines in their business, is a testimony to the influence of catering products in accordance with customer satisfaction. At a time when most businesses were laying off much of their staff in a bid to survive the Covid-19 fallout, Chaldal added 560 new jobs to take its number of employees to 1,400. This a significant feat for any local e-commerce site noted the founder of Chaldal. At a stage while most companies were laying off a large part of their workers in an attempt to survive the Covid-19 aftermath, Chaldal recruited 560 additional workers, bringing the number of employees to one thousand four hundred! This is an important milestone for any local e-commerce platform, said the founder of Chaldal. But for Chaldal to continue to hold this momentum and to make sure that even after this pandemic is over or the need for social distancing is no longer required that consumers are still using Chaldal; they need to focus and make sure that their consumes satisfaction level is being met adequately as. Many researchers note that repurchase intentions have been closely related to customer satisfaction. Engel et al., (1993) classified consumers' reaction after purchase into satisfaction and dissatisfaction, and satisfaction after purchase will lead the consumer to be loyal and increase purchase intention. For Chaldal we assumed that their customer’s satisfaction may depend on various independent variables such as user-friendliness or responsiveness of their website/app, fast delivery, product quality, convenience, and secured methods payment and their customer service of other related independent variables put an influence on customer satisfaction. Based on the above introduction number of factors can influence customer satisfaction. In this study, we would like to mainly focus on five factors, namely: user-friendliness/responsiveness, fast delivery, product quality, and convenience regarding payment. Which ultimately contributes to customer satisfaction at Chaldal. In this research, we collected data from current customers of Chaldal in Dhaka city. The outcome of this study would be useful for not only Chaldal and their managers but to other ecommerce firms to understand the factors that influence their customers' satisfaction. It will also enable Chaldal or other online grocery shops to thrive and expand their customer base, which would contribute to easy, fast, and convenient service to society. This report will also help them to understand which factors customers put more emphasis on. This study will also serve as reference material in future researches. 7|Page Chaldal at a glance Started in 2013, Chaldal realized the promise of the online market in Dhaka as one of the densest cities in the world. Their mission is to provide customers with the experience in buying goods especially groceries in a virtual store. Chaldal makes deliveries throughout Dhaka and its neighboring regions, including Narayanganj, with its own distribution system. Chaldal is now currently Bangladesh's biggest online grocery store. The business, which began as a small e-commerce online grocery store in 2013, has since grown into a food powerhouse, and today has many sectors that enhance the grocery store at the heart of it all. The ecommerce business with which Chaldal started to operate has evolved and transformed into a micro-warehouse driven on-demand delivery model where it allows urban people to deliver their grocery products and basic necessities to their doorstep. Today, the company has 12 micro-warehouses throughout the city of Dhaka and a mothership warehouse of 30,000 square feet and continues to witness exceptional growth in orders. Since the advent of the coronavirus pandemic, Chaldal has played a crucial role in facilitating access to everyday needs for a large number of people in Dhaka. Figure: Chaldal in a nutshell 8|Page 1.2 Research Objectives The purpose of this research is to discuss the factors that affect customer satisfaction on Chaldal. Through this study, we will get to know in detail about these five independent variables (ease of the use of app/website, fast delivery, product quality, and convenient payment method) and the customer’s opinion regarding how well Chaldal is handling these factors. The aims of this research are as follows: 1. To identify and examine the factors that affect the customers' satisfaction with Chaldal 2. Collect customers satisfaction level (sample size of 63 Chaldal’s customers) regarding how well Chaldal is handling those variables 3. Know more about the target demographic population of Chaldal and analyze the survey data with the help of the SPSS tool 4. Check if our sample size was reliable enough for this study or not with the help of reliability analysis 5. Draw a conclusion based on the survey data and give recommendation on how Chaldal and other e-commerce companies can use this study for their benefit 1.3 Scope of research According to research objectives, this research put emphasis on factors affecting customer satisfaction at Chaldal. In this study, we primarily concentrated on several major factors that we think have an effect on customer satisfaction. i)Type of research This research was descriptive research which was designed to accurately and systematically define customers satisfaction at Chaldal. As descriptive research goes in this research we also did not control or influence any of the variables, but merely observes and tests those variables. ii)Target, Population, Sample The target population of this study is the present or past customers who have already shopped at Chaldal. In this research we collected sample of 63 questionnaires from the internet survey. 9|Page iii)Variables We thought of five variables independent variables that we think play a significant role in customers satisfaction at Chaldal. Those independent variables are user-friendliness and responsiveness of the website/app, fast delivery, product quality, and convenience regarding payment. This independent variable has a direct effect or input on the dependent variable; which is customer satisfaction at Chaldal or one can say customer satisfaction at Chaldal depends on these 5 independent variables. iv) Measurement The questionnaires applied in this study had two main parts: the first part being the demographic questions for the customers in which they had to mention their gender, their age group and choose their education and occupation in which they belong to. For the second (i.e., last part) questions were from the independent variable and the scale for those questions was in a five-point Likert scale form. There are altogether 15 questions in the questionnaire part of this study. 1.4 Limitation of the research Each research has limitations and this research is no different. Below are some limitations are mentioned of this study. i) Small number of independent variables First, due to our research size, our study included only a small number of independent variables that could have an effect on customers satisfaction on Chaldal so in future broader researches should include and consider several other independent factors as well. ii) Generalizability Next, this research may be limited to the generalizability of the findings, as the present study only uses the opinion of customers using Chaldal and currently Chaldal is operating in Dhaka City and its surrounding areas only. This research therefore has its geographical limitation. It is confined geographically to the capital city of Bangladesh. The outcome of this study cannot, however, be applied to consumer satisfaction of online grocery stores that operates worldwide. iii) Insufficient sample size for statistical measurement When conducting research, it is necessary to have a sufficient sample size to establish a valid research outcome. The bigger the 10 | P a g e sample, the more accurate one’s findings would be. If the sample size is small, it will be difficult to distinguish important relationships from the data. And in this research, our sample size was the response and opinions of 63 people only. 1.5 Significance of the study The study of customer satisfaction plays a vital role in essentially every company. It is not only the leading metric for assessing consumer loyalty but also for recognizing dissatisfied customers, minimizing turnover, and increasing revenue for firms. It is also a crucial distinguishing point that helps companies gain new customers and survive in this cutthroat competitive market environment. By this research, various e-commerce companies would get an idea of the various variables that customers satisfaction depends on especially the customers of Dhaka. Companies especially Chaldal would be able to gain and utilize insights from this study to have strategy planning with accurate information to target and retain consumers by looking into the customer satisfaction factors on which they are lacking behind and working on it. Therefore, by this research Chaldal and similar companies can evaluate their strategies regarding assessing and increasing customer satisfaction. In conclusion, this research aimed to understand how much these independent variables factors in customers satisfaction and in which variable customers put more emphasis on regarding their satisfaction. This study will also be helpful in providing insights to other online grocery shopping e-commerce companies to understand more about factors which customers satisfaction depends on and in that way, it will also help them to achieve consumer loyalty and repurchase intention which would help them to not only retain their old customers but also help them to gain and attract new consumers in future. 11 | P a g e Chapter 2: Literature Review This chapter provides the general concepts and comprehensive literature review of this research paper. At the beginning of the chapter, we talked about the “theory” of our research topic which is customer satisfaction. In the second part of the chapter, we provided a related literature review. Finally, a review of previous studies presented to create a strong foundation for the present study. 2.1 Theory Customer satisfaction is a method that is used to quantify the degree to which the customer is satisfied with the product, services, or experience. Satisfaction is one of the most important consumer reactions in online shopping, and its significance is reflected in the ability to help build customer loyalty, enhance positive word of mouth, lead to repurchases and improve the company's market share and profitability (Bhattacherjee, 2001). It measures how the customer feels about the interaction of the brand. Customer satisfaction is the ultimate result of meeting the consumer's expectations of product performance. A five percent decrease in customer defection can increase profits by between 25& 85 percent, depending on the industry (Reichheld and Sasser, 1990, p.110) In practice, customer satisfaction measurement could be done using a variety of different survey design tactics, such as different questionnaires, survey response scales, and collection methods. 2.2 Related review of literature A journal paper conducted by Anusha Sreeram, Ankit Kesharwani, Sneha Desa aims to conceptualize and test an integrated model of online grocery purchase intention by trying to extend the technology acceptance model by adding several backgrounds of online grocery shopping behavior such as physical effort, time pressure, entertainment, product variety, economic values, website design aesthetics, etc. The only dependent variable was customer satisfaction with the method of buying a grocery product via an online platform. The model was tested by online grocery shoppers using a structural equation model. Common method bias and social desirability bias were also assessed to enhance the validity of the finding. The finding of the paper was since the product assortment was found to have a major impact on both perceived ease of use and perceived usefulness, it supports the idea of a one-stop solution as 12 | P a g e a driving force for attracting buyers to buy online grocery stores. Results of the study also underline the importance of the entertainment factor and economic value as key variables that form the satisfaction of the purchaser and the purchase of loyalty behavior. Overall, the results supported their proposed model. (Sreeram, A., Kesharwani, A. and Desai, S.,2017) Some researchers mainly focused on the influence of consumer perceptions of website features, such as logistical support, security, homepage design, and such, on customer satisfaction with online shopping. (Szymanski and Hise, 2000). An analytical result of an investigation conducted by Syed Shah Alam and Norjaya Mohd. on Malaysian online consumers shows the relationship between online shopping satisfaction and the determinants that influence their satisfaction. According to Syed Shah Alam and Norjay Mohd. Yasin website interface, reliability, range of goods and delivery performance are the four important factors that cause customer satisfaction with online shopping. The internal reliability of the items was verified by the calculation of the Cronbach alpha (Nunnally, 1978). She suggested that a minimum alpha of 0.6 was sufficient for the early stage of research. Cronbach's alpha calculated satisfaction was 0.734, the website interface was 0.821, the reliability was 0.736, the time saved was 0.687, the product variety was 0.765 and the delivery efficiency was 0.757. (Syed Shah Alam, Norjaya Mohd. Yasin, 2010). Bangladesh is a latecomer in online business compared to other nations. Yet, within a short period of time, this sector has seen significant growth. Approximately 1,000 websites and 15.000 Facebook pages (companies) are currently active in Bangladesh. Approximately 30,000 parcels and approximately 200,000 orders have been placed on the Internet every day in recent times. Products worth Tk on average. 3-4 crore are sold on online business websites every day. (Md. Shafiqul Islam, 2018). 13 | P a g e 2.3. Previous Study A thesis paper by Ms. Nusrat Ahlan Gaz named “the factors that influence the online repurchase intention of Chaldal.com” which is more or less similar to our research paper (Customer Satisfaction on Chaldal) as customer’s repurchase intention occurs only when they are satisfied with a company’s product or service. To this end, the researcher has selected seven independent variables, such as media richness, ease of use, usefulness, attitude, security and trust aspects, and demographic variables. Data were collected through a questionnaire from 400 respondents from four locations such as Gulshan, Banani, Uttara, and Dhanmondi in Dhaka, Bangladesh, for this study. By analyzing the questionnaire data, the researcher concluded the following results from the study: in the analysis of demographic factors, the result indicated most of Chladal's customers were females aged 31-40 years, who were all in the working population. In other words, Chaldal.com customers are mostly females in the middle age group. It is also noted that customers who have bought online from Chaldal.com mostly have a Bachelor's degree of income-earning approximately Tk41,000 to Tk80,000. It is therefore very important for managers to pay more attention to this particular segment in order to increase their loyalty and repurchase intention to purchase online. Managers also have to analyze their needs and want to be revised so that they can retain consumers and ultimately lead to the achievement and maintenance of the customer base. (Ms. Nusrat Ahlan Gazi, 2016). 14 | P a g e Chapter 3: Research Methodology This chapter provides an overview of the research methodology that is employed in this study. Research design is characterized as a structure of strategies and procedures picked by a researcher to join different segments of research in a sensibly intelligent way. Each scientist has a rundown of research addresses that should be surveyed – this should be possible with the research structure. 3.1. Method of research used There are three types of research. There are the following: Exploratory Research, Descriptive Research, and Causal Research. Our project is about descriptive research on customer satisfaction on Chaldal. Descriptive research is the research approach adopted for this study. This technique helps in analyzing and presenting the details in a specific manner. Descriptive studies are found to explain the attributes of the population or the phenomenon explained by Churchill (1999). That descriptive analysis is used to estimate the proportion of individuals in the stated people that act in a certain manner. The descriptive study also, according to Zikmund (2003), it seeks knowledge through questions about how, what, who, when and where. In this research, therefore, in order to identify the characteristics of respondents, descriptive research is used to define questions as to what, where and how. In this report, we investigated the relationship between customer satisfaction at Chaldal with its independent variables such as delivery time, product quality, payment, customer service & user friendliness of app website. In order to gather the data from respondents, we selected a survey methodology. Survey is the research approach in which researchers use the questionnaire to obtain the views and perceptions of Mc Daniel and Gates respondents on evidence (1999). We have used secondary data like data from journals and primary data like internet survey or self-administered questionnaires in the survey research that required the respondents to fill in by themselves. 15 | P a g e 3.2. Respondents In this part of the study, the respondents and sample size used in the research are explained. 3.2.1. Target population The target demographic is defined as a given group of people who have some unique attributes in common. Population is the total number of elements from which certain inferences can be made, according to Cooper and Schindler (1998). A community is any group of people who share a similar collection of behaviors that are of interest to the population, according to Black (1999). Scientist. According to Zikmund (2003), the target population is the complete community of unique populations important to the research project. The current customers of Chaldal.com in Dhaka, Bangladesh which is more than 50,000 are the target population of this research. In Dhaka, Bangladesh, Chaldal.com is an online store. It offers items such as food, cleaning products, baby products, office supplies, beauty and health care, home appliances and pet care, and delivers customers to the doorstep. The aim of Chaldal is to offer customers the experience of shopping with a large range in a big-box store. 3.2.2. Sampling unit A sampling unit can then be identified as a subset or small portion of the population and should be the subject of the analysis (Hussey, 1997). The sampling process involves any method that uses a small object or part of the entire population to draw conclusions about the entire population (Zikmund,2003). The sampling unit for this present analysis, based on the above principle, includes only the customers who purchased items from Chaldal.com. 16 | P a g e 3.2.3. Sample size A sample size was described by Kotler (2000) as a sufficient number of individuals who should be surveyed that could represent the target population. Malhotra (2004) proposed that by taking the average sample size from previous observational research, the sample size may be affected by similar studies. Therefore, in order to obtain the sample size for this analysis, the investigator. For this study, three prior studies were averaged as comparisons to shape a sample size. We took the response of 63 people out of 50,000 population or user of Chaldal. 3.3. Research Instruments/Questionnaires (operational component) Questionnaires are used in this research as a research method to gather data on customer satisfaction at Chaldal.com. The research tool for this analysis is a prepared questionnaire or internet survey based on the framework and previous studies. The closed-formed questionnaire allows respondents to make fast decisions by choosing between the several options offered (Zikmund,2003). A prepared questionnaire was explicitly designed, according to Wolf (2008), to be completed by study respondents without the researcher interfering. In order to examine the factors influencing customer satisfaction, this collection of questionnaires was prepared. This questionnaire is used to get data from the respondent's target group. 3.3.1. Questionnaire scale We set a five-point Likert scale and simple attitude scale for the respondents to answer for this report. Likert scale is a measure of attitudes or satisfaction designed to show how strongly respondents satisfied or unsatisfied with carefully formulated statements ranging from very positive to very negative to an attitude object (Zikmund,2003). In attitude scaling, people are usually asked whether they satisfied with a question or unsatisfied with it. The following are: 1 =Highly Unsatisfied, 2 = Unsatisfied, 3 =Neutral, 4 = Satisfied and 5 =Highly satisfied. Demographic factors: The demographic variables consist of four questions for the calculation of respondents' demographic profile. We have applied the category scale to the demographic profile calculation. The category scale is an attitude measurement that contains multiple categories for 17 | P a g e respondents with different alternative scores (Malhotra and Birks, 2003). We also included the respondent's personal information in the demographic variables, such as gender, occupation, education level, and age. The problems are narrow-ended in nature. Close-ended questions suggest that respondents are subjected to restricted responses and can choose the answer that is closest to their individual recognition. The second question is on an ordinal scale-out of four questions and the other three are on a nominal scale. Independent variable analysis: Delivery time, product quality, payment, customer service, user- friendliness of app website are the independent variables for the study of customer satisfaction on Chaldal. Dependent variable analysis: Customer satisfaction is the dependent variable for this study. 3.4. Collection of Data We have used both primary and secondary sources to collect data to aid in conducting analysis. Primary data means data directly obtained and analyzed explicitly for the research project (Zikmund,2003). According to Churchill (1999), primary data is defined as data collection and assembly, particularly for the research at hand. They can be conducted in three distinct ways: behavior observation, survey questionnaire, and type of interview. We have used a questionnaire to apply the survey to the collection of primary data for this analysis. The survey questionnaire was distributed to Chaldal.com customers to a sample size of 63 respondents using Chaldal.com customers. This research was carried out using screening questions to target customers who bought products from Chaldal.com. In order to apply the secondary data to the research definition to assist in the review, suggestion and draw conclusions for this study, sources like journal and the internet were taken from the secondary data. 3.5. Statistical treatment of data: The statistical treatment of data gives the research paper more significance. The raw data obtained should be evaluated using statistical treatments to draw a conclusion to the study. We have used descriptive statistics in this research to evaluate the data collected from Chaldal.com customers in Dhaka, Bangladesh. According to the problem statement, the investigator used the Statistical Package for Social Science to apply sufficient statistical treatment to each question (SPSS). 18 | P a g e Chapter 4: Presentation of data & critical discussion of results 4.1. Descriptive Analysis/Statistics: Descriptive statistics refer to translating raw data into a form that makes it easy to understand and interpret; rearranging, ordering, manipulating information to provide descriptive information (Zikmund,2003). Descriptive statistics were used in this analysis describing the respondents' demographic data. N Minimum Maximum Mean Std. Deviation Variance 63 1 2 1.48 .503 .253 63 1 5 1.54 1.060 1.123 63 1 5 2.97 .999 .999 What is your occupation? 63 1 6 1.89 1.415 2.004 Please mention your gender. Which of the following age groups are you in? What is the highest level of education you have completed? Valid N (listwise) 19 | P a g e 63 4.2 Frequencies Statistics How What is the satisfied are Which of the highest level you with the Please following age of education user interface mention your groups are you have What is your of their gender, you in? completed? occupation? app/website? N Valid Missing Mean Median Std. Deviation Variance Minimum Maximum 63 5 1.48 1.00 .503 .253 1 2 63 5 1.54 1.00 1.060 1.123 1 5 63 5 2.97 3.00 .999 .999 1 5 How satisfied are How you satisfied are How regarding the you with satisfied are user their you with the friendliness timeliness area range of their regarding the that they app/website? deliveries? cover? N Valid 63 63 63 Missing 5 5 5 Mean 3.92 3.68 3.62 Median 4.00 4.00 4.00 Std. Deviation .903 1.045 1.237 Variance .816 1.091 1.530 Minimum 1 1 1 Maximum 5 5 5 20 | P a g e 63 5 1.89 1.00 1.415 2.004 1 6 Rate your experience with Chaldal's delivery personnel? 63 5 3.94 4.00 .840 .706 2 5 63 5 3.83 4.00 .871 .759 2 5 How satisfied are you with the quality maintenance of their products? 63 5 4.00 4.00 .898 .806 2 5 How satisfied are How satisfied you with the are you with varieties of the price of products the products being offered offered at at Chaldal? Chaldal? N Valid 63 63 Missing 5 5 Mean 3.86 3.70 Median 4.00 4.00 Std. Deviation .948 .927 Variance .899 .859 Minimum 2 2 Maximum 5 5 21 | P a g e How satisfied are you with your payment experience upon ordering the product? 63 5 4.02 4.00 .871 .758 2 5 How satisfied are you with How the response satisfied are to any of you with your queries their overall or after-sales complaints? service? 63 63 5 5 3.68 3.84 4.00 4.00 1.013 1.035 1.027 1.071 1 1 5 5 4.3. Frequency Tables & Pie Charts Please mention your gender. Frequency Valid Male Female Total Missing Total 22 | P a g e System Percent Valid Percent Cumulative Percent 33 48.5 52.4 52.4 30 44.1 47.6 100.0 63 92.6 100.0 5 7.4 68 100.0 Which of the following age groups are you in? Frequency Valid Missing Total 23 | P a g e Percent Valid Percent Cumulative Percent 18-25 46 67.6 73.0 73.0 26-35 8 11.8 12.7 85.7 36-45 3 4.4 4.8 90.5 46-55 4 5.9 6.3 96.8 56 and above 2 2.9 3.2 100.0 Total 63 92.6 100.0 System 5 68 7.4 100.0 What is the highest level of education you have completed? Valid High School College Undergraduat e Graduate Post Graduate Total Missing System Total 24 | P a g e Frequenc y Percent 6 8.8 12 17.6 Valid Cumulative Percent Percent 9.5 9.5 19.0 28.6 25 36.8 39.7 68.3 18 2 63 5 68 26.5 2.9 92.6 7.4 100.0 28.6 3.2 100.0 96.8 100.0 What is your occupation? Valid Missing Total 25 | P a g e Frequency Percent Valid Percent Cumulative Percent Student 38 55.9 60.3 60.3 Employed 11 16.2 17.5 77.8 Unemployed 5 7.4 7.9 85.7 Business Owner 4 5.9 6.3 92.1 Housewife 2 2.9 3.2 95.2 Retired 3 4.4 4.8 100.0 Total 63 92.6 100.0 System 5 7.4 68 100.0 How satisfied are you with the user interface of their app/website? Frequenc Valid Cumulative y Percent Percent Percent Valid Unsatisfied 4 5.9 6.3 6.3 Neutral 18 26.5 28.6 34.9 Satisfied 26 38.2 41.3 76.2 Highly 15 22.1 23.8 100.0 Satisfied Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 26 | P a g e How satisfied are you regarding the user friendliness of their app/website? Valid Missing Total 27 | P a g e Frequency Percent Valid Percent Cumulative Percent 1 1.5 1.6 1.6 Unsatisfied 2 2.9 3.2 4.8 Neutral 16 23.5 25.4 30.2 Satisfied 26 38.2 41.3 71.4 Highly Satisfied 18 26.5 28.6 100.0 Total 63 92.6 100.0 System 5 7.4 68 100.0 Highly Unsatisfied How satisfied are you with their timeliness regarding the deliveries? Frequency Percent Cumulative Valid Percent Percent Highly Unsatisfied 2 2.9 3.2 3.2 Unsatisfied 5 7.4 7.9 11.1 Neutral 20 29.4 31.7 42.9 Satisfied 20 29.4 31.7 74.6 Highly Satisfied 16 23.5 25.4 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 28 | P a g e How satisfied are you with the area range that they cover? Frequency Percent Cumulative Valid Percent Percent Highly Unsatisfied 6 8.8 9.5 9.5 Unsatisfied 4 5.9 6.3 15.9 Neutral 16 23.5 25.4 41.3 Satisfied 19 27.9 30.2 71.4 Highly Satisfied 18 26.5 28.6 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 29 | P a g e Rate your experience with Chaldal's delivery personnel? Frequency Percent Cumulative Valid Percent Percent Unsatisfied 2 2.9 3.2 3.2 Neutral 18 26.5 28.6 31.7 Satisfied 25 36.8 39.7 71.4 Highly Satisfied 18 26.5 28.6 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 30 | P a g e How satisfied are you with the quality maintenance of their products? Frequency Percent Cumulative Valid Percent Percent Unsatisfied 2 2.9 3.2 3.2 Neutral 19 27.9 30.2 33.3 Satisfied 19 27.9 30.2 63.5 Highly Satisfied 23 33.8 36.5 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 31 | P a g e How satisfied are you with the varieties of products being offered at Chaldal? Frequency Percent Cumulative Valid Percent Percent Unsatisfied 6 8.8 9.5 9.5 Neutral 15 22.1 23.8 33.3 Satisfied 24 35.3 38.1 71.4 Highly Satisfied 18 26.5 28.6 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 32 | P a g e How satisfied are you with the price of the products offered at Chaldal? Frequency Percent Cumulative Valid Percent Percent Unsatisfied 7 10.3 11.1 11.1 Neutral 18 26.5 28.6 39.7 Satisfied 25 36.8 39.7 79.4 Highly Satisfied 13 19.1 20.6 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 33 | P a g e How satisfied are you with your payment experience upon ordering the product? Frequency Percent Cumulative Valid Percent Percent Unsatisfied 3 4.4 4.8 4.8 Neutral 14 20.6 22.2 27.0 Satisfied 25 36.8 39.7 66.7 Highly Satisfied 21 30.9 33.3 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 34 | P a g e How satisfied are you with the response to any of your queries or complaints? Frequency Percent Cumulative Valid Percent Percent Highly Unsatisfied 1 1.5 1.6 1.6 Unsatisfied 9 13.2 14.3 15.9 Neutral 12 17.6 19.0 34.9 Satisfied 28 41.2 44.4 79.4 Highly Satisfied 13 19.1 20.6 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 35 | P a g e How satisfied are you with their overall after-sales service? Frequency Percent Cumulative Valid Percent Percent Highly Unsatisfied 1 1.5 1.6 1.6 Unsatisfied 5 7.4 7.9 9.5 Neutral 18 26.5 28.6 38.1 Satisfied 18 26.5 28.6 66.7 Highly Satisfied 21 30.9 33.3 100.0 Total 63 92.6 100.0 Missing System 5 7.4 Total 68 100.0 Valid 36 | P a g e 4.4. Reliability Analysis It is the most highly recommended measure of internal consistency. We determine reliability analysis of a report by is provided by co efficient alpha or Cronbach's Alpha. According to our reliable statistics table our Cronbach alpha is .842 which is considered very good in terms of data reliability. The following table is followed to interpret the reliability analysis. Cronbach’s alpha 0.9 0.8 0.7 0.6 0.5 Less than 0.5 Reliability Scale: ALL VARIABLES Case Processing Summary N % Cases Valid 63 92.6 Excluded 5 7.4 Total 68 100.0 a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items .842 15 37 | P a g e Internal consistency Excellent Very good Good Average Acceptable Unacceptable Chapter 5: Summary, Conclusions & Recommendations 5.1. Summary of findings We have conducted this descriptive research on Chaldal by considering five independent variables; Product quality, speed of delivery, Payment, Customer Service and User friendliness of App/Website to measure the customer satisfaction towards Chaldal and also which demographic sector those customers belong to. This research was carried on a sample size of sixty-three people using online survey questionnaire and statistical tools have been utilized such as SPSS and excel. We also tried to identify some problems and limitations faced by us conducting this survey, such as Inadequate sample size, difficulty to understand customers true intentions, Geographical bias. The key points of the results are set out below: a) How satisfied are you with the user interface of their app/website? b) How satisfied are you with the user friendliness of their app/website? c) How satisfied are you with their timeliness regarding the deliveries? d) How satisfied are you with the area range that they cover? e) Rate your experience with Chaldal's delivery personnel? f) How satisfied are you with the quality maintenance of their products? g) How satisfied are you with the variety and price of products being offered at Chaldal? h) How satisfied are you with the response to any of your queries or complaints? i) How satisfied are you with your payment experience and after-sales service? 5.2. Conclusion The paper presented a summary of the factors affecting customer satisfaction in the online shopping of "Chaldal" products and services. Online shopping has great potential to draw customers in Bangladesh, but maintaining and providing a great place to meet various consumer needs is a difficult job. It is one of the most challenging tasks to keep customers as the competition is very strong. It is high time that we can try to find the reasons behind customer satisfaction as 38 | P a g e well as what really satisfies customer’s needs and a great deal of focus is needed for the purpose of finding out the customers are looking for. Limitations on conducting Online survey • The survey is done on just 63 respondents out of around 50,000 customers of Chaldal, therefore the information collected is inadequate to make accurate predictions about the market. • As the survey is conducted online, there are more chances of the response being inaccurate as people may be disinterested in filling out the survey properly, whereas in a personal door-to-door interview they are better opportunities to get the real information and make sure people think and respond to the questions. • As Chaldal only provides its online shopping experience in Dhaka, the response collected was limited to this geographic location. Thus, consumer preferences and market demands may be biased. 5.3. Recommendation to improve the online shopping platform and consumer satisfaction • In order to improve trust in the shopping platform, queries should be dealt with quick response. • It is important to increase the delivery of improved service and emphasis on enhanced customer experience. • Plans need to be created to define other variables that impact the satisfaction of clients. • Online guidelines on privacy and protection should be held. • In order for consumers to have a better idea of the product they have; more preference should be given to website content. • Since online shopping is a new sector for Bangladesh, it is important to investigate customer requirements before entering the market. 39 | P a g e 5.4. Further Study As students are the primary responders of this survey and might not be an accurate representation of buyers. Further research can be used to analyze other variables influencing consumer satisfaction in online shopping using people who are frequent online shoppers, as online customer satisfaction experiences are content dependent they can therefore be connected to particular goods and services. As the survey was collected in Bangladesh, specifically Dhaka the cultural differences in buying behavior are different from other demographics and geographic locations, generalization to other countries may be restricted, and therefore further study must be done to find our market information of other district and regions. 40 | P a g e Reference i. ii. iii. iv. v. vi. vii. viii. ix. x. Chaldal . 2021. Chaldal Online Grocery Shopping And Delivery In Dhaka | Buy Fresh Food Items, Personal Care, Baby Products And More. [online] Available at: <https://chaldal.com/> [Accessed 3 January 2021]. Sadia, A., Hoq, M. and Jebu, S., 2019. https://www.researchgate.net/publication/333149195_Customer_Satisfaction_in_online_s hopping_A_Case_Study_on_Bangladesh. In: Customer Satisfaction in online shopping: A Case Study on Bangladesh. [online] Available at: <https://www.researchgate.net/publication/333149195_Customer_Satisfaction_in_online _shopping_A_Case_Study_on_Bangladesh> [Accessed 3 January 2021]. Repository.au.edu. 2021. [online] Available at: <https://repository.au.edu/bitstream/handle/6623004553/19691/AU-Thesis-Fulltext19691.pdf?sequence=2&isAllowed=y> [Accessed 3 January 2021]. Hasan, M., 2021. E-Commerce: A Bright Spot Amid the Gloom. [online] The Daily Star. Available at: <https://www.thedailystar.net/business/news/e-commerce-bright-spot-amidthe-gloom-1958261> [Accessed 3 January 2021]. Base, K. and research, D., 2021. Descriptive Research Design | Definition, Methods And Examples. [online] Scribbr. Available at: <https://www.scribbr.com/methodology/descriptive-research/> [Accessed 3 January 2021]. Allaboutcalls.co.uk. 2021. [online] Available at: <https://www.allaboutcalls.co.uk/thecall-takers-blog/6-reasons-why-customer-satisfaction-isimportant#:~:text=Customer%20satisfaction%20plays%20an%20important,customers%2 0in%20competitive%20business%20environments.> [Accessed 3 January 2021]. The Business Standard. 2021. E-Commerce Outlets Offering Grocery See Highest Growth. [online] Available at: <https://tbsnews.net/economy/e-commerce-outletsoffering-grocery-see-highest-growth-137716> [Accessed 3 January 2021]. Islam, M., 2021. Online Grocery Delivery Pushed To Breaking Point. [online] The Daily Star. Available at: <https://www.thedailystar.net/business/news/online-grocery-deliverypushed-breaking-point-1884550> [Accessed 3 January 2021]. The Business Standard. 2021. Online Sales Jump On Virus Panic Buying. [online] Available at: <https://tbsnews.net/coronavirus-chronicle/online-sales-jump-virus-panicbuying-58765> [Accessed 3 January 2021]. Editage Insights. 2021. What Are The Limitations Of A Study And How To Write Them?. [online] Available at: <https://www.editage.com/insights/what-are-limitations-ina-study> [Accessed 3 January 2021]. 41 | P a g e Appendix Survey Questionnaire (Questions) Customer Satisfaction at Chaldal This questionnaire is a part of the Business Research Method course, from Independent University Bangladesh (IUB). This survey's main purpose is to understand customer satisfaction at Chaldal. All responses will remain confidential and anonymous. Your feedback on this questionnaire will be used for academic purposes only. Thank you for your time. Part 1: Demographic Information 1. Please mention your gender. o Male o Female 2. Which of the following age group are you in? o 18-25 o 26-35 o 36-45 o 46-55 o 56 and above 3. What is the highest level of education you have completed? o High School o College o Undergraduate o Graduate o Post Graduate o Never went to school 42 | P a g e 4. What is your occupation? o Student o Employed o Unemployed o Business Owner o Housewife o Retired Part 2: Information Related to the Consumer Experience at Chaldal Please Indicate your satisfaction level for each of the following questions/statements by using the scale below: 1=Highly Unsatisfied, 2=Unsatisfied, 3= Neutral, 4= Satisfied, 5= Highly Satisfied No. Questions User Interface/Friendliness 5. How satisfied are you with the user interface of their app/website? 6. How satisfied are you regarding the user-friendliness of their app/website? Delivery 7. How satisfied are you with their timeliness regarding the deliveries? 8 How satisfied are you with their timeliness regarding the deliveries? 9. Rate your experience with Chaldal's delivery personnel? 43 | P a g e 1 2 3 4 5 Product 10. How satisfied are you with the quality maintenance of their products? 11. How satisfied are you with the varieties of products being offered at Chaldal? 12. How satisfied are you with the price of the products offered at Chaldal? Payment 13. How satisfied are you with your payment experience upon ordering the product? Customer Service 14. How satisfied are you with the response to any of your queries or complaints? 15. How satisfied are you with their overall after-sales service? 44 | P a g e Survey Questionnaire (Preview) 45 | P a g e 46 | P a g e 47 | P a g e 48 | P a g e