Digital Branding Through Delivery: An Empirical Study of Amazon's Experience

Abstract

The digital brand of Amazon is based on customer-centricity, continuous innovation and delivering excellent customer service. Competition is heating up the digital market space, with more players joining the fray. E-commerce leader Amazon mainly depends on its delivery service for the final products reach customers. The hassle-free distribution is indispensable for customer satisfaction. Any issue caused during this process can lead to customer dissatisfaction and failure of customer retention. To achieve superior status against their competitors, Amazon strives to have the best delivery system in place. The paper explores the problems often faced by customers and also identifies the factors that lead to customer satisfaction with respect to delivery. Exploratory factor analysis was performed to carry out the said objective.