A Study on E-Commerce Logistics: The Impact of Marketing Tactics on Fulfillment Operations and Customer Satisfaction

Abstract

In the dynamic landscape of e-commerce, the nexus between marketing strategies and logistics operations plays a pivotal role in shaping customer satisfaction and overall business success. As e-commerce continues to flourish, the interplay between marketing tactics and fulfilment operations has become increasingly intricate, with each aspect significantly influencing the other. Effective marketing tactics not only drive customer engagement and sales but also exert profound effects on the logistical intricacies of order fulfilment, delivery, and post-purchase experiences. This symbiotic relationship underscores the need for a comprehensive understanding of how marketing initiatives directly impact fulfilment operations and, ultimately, customer satisfaction. This paper delves into the multifaceted dynamics between marketing tactics in e-commerce and their ramifications on logistics, shedding light on the strategies that can optimize both operational efficiency and customer delight. The central goal of any eCommerce business is to make sure that the manufactured or sourced goods reach the customer safely and securely. Furthermore, keeping the customers informed about the movement of goods and services and seamless distribution throughout the supply chain is equally important. If you have a solid supply chain and deliver goods on time, but your customers are never in the loop or informed, you will still have many RTO because of missed and undelivered orders.