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
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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
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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.
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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
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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.
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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
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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.
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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
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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).
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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).
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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.
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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.
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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
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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).
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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)
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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
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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
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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
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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
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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
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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
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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
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How satisfied are you regarding the user friendliness of their app/website?
Valid
Missing
Total
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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.
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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:
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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].
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Them?. [online] Available at: <https://www.editage.com/insights/what-are-limitations-ina-study> [Accessed 3 January 2021].
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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
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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?
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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?
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Survey Questionnaire (Preview)
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