Digital technology: a tool of customer satisfaction in B2C supply chain of courier services in Pakistan "responsiveness, accuracy, and efficiency as mediators"

Background: This thesis examines how digital technologies effect customer satisfaction withinthe Pakistani business-to-consumer (B2C) supply chain of courier services. Along withexplosive growth in e-commerce have come new challenges confronting courier companies;yet widespread customer dissatisfaction persists across responsiveness, accuracy, andefficiency. Although digital technologies possess ultimate transformative ability withininternational supply chains, empirical research continues to be minimal about how theyimpact service quality and customer satisfaction in emerging markets.Objective: To investigate how digital technologies influence customer satisfaction inPakistan’s B2C courier industry and to test the mediating effects of service qualitydimensions—responsiveness, accuracy, and efficiency.Methods: Quantitative research design was employed such that a structured questionnairewas administered to users of courier services functioning in Lahore, Pakistan. Data wereanalyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) and SPSS 26 inorder to evaluate proposed relations and mediation effects.Results: It was found that both responsiveness and accuracy significantly lead to higher levelsof customer satisfaction having direct and indirect effects while efficiency does not have anysignificant effect. This finding implies that customers attach a higher preference to reliableinformation updates and correct deliveries compared to transportation speed. Such a findingidentifies how responsiveness and accuracy are key service features in securing customertrust and satisfaction in digitalized courier services.Conclusion: This research makes a supply chain and service quality literature contribution byproviding empirical findings within a developing nation context. It then supplies actionableadvice to courier services firms, with a message of importance that investments intechnologies improving real-time responsiveness and accuracy in deliveries will be more likelyto yield satisfaction improvement rather than efficiency programs. It ends the research withmanagerial insights, identifies limitations, and suggests agendas for further research in digitaltechnologies within wider service industries.