Authors: Udhaya Sarathy. S, Dr.P.Vinodhini
Abstract: Order fulfillment has become a central determinant of customer satisfaction in the e-commerce industry, as customers increasingly judge an online retailer not by its product catalogue alone but by how accurately, safely, and quickly their orders are processed and delivered. This study examines the order fulfillment process and its relationship with customer experience within the e-commerce operations of a retail and lifestyle-products organization. Using a descriptive research design, primary data were collected from 62 employees engaged in order processing, inventory management, warehousing, logistics, and customer support functions through a structured questionnaire. The study evaluates perceptions of packaging quality, inventory management, order tracking, warehouse operations, order accuracy, inter-departmental communication, complaint handling, technological support, dispatch timeliness, and delivery performance. The findings indicate that while packaging quality, order accuracy, and departmental communication are rated highly, inventory management and stock visibility emerge as the areas most in need of improvement. Fast delivery is identified as the single most influential factor shaping customer satisfaction, followed by customer service and product quality. The study concludes with practical recommendations, including the adoption of advanced inventory management systems, real-time order tracking, and stronger logistics coordination, to strengthen operational efficiency and enhance customer experience in competitive e-commerce environments.
DOI: http://doi.org/10.5281/zenodo.21885772
