Customer perception and factors affecting growth of Daraz Bangladesh Limited

Abstract

With an impressive growth rate of 70%, Bangladesh's e-commerce market has undergone a paradigm shift in recent years. The growth of this industry has been aided by numerous ecommerce service providers. One of the well-known market participants in the e-commerce industry is Daraz. Even though the number of internet users and mobile phone subscribers has increased exponentially over time, e-commerce businesses like Daraz have not been able to fully realize their potential. This essay made an effort to look at the variables influencing Daraz Bangladesh Ltd.'s expansion from the standpoint of its customers. To accomplish the research goals, both theoretical and quantitative methods were used in the report. 209 Bangladeshi online shoppers were polled using a structured questionnaire based on the UTAUT and SERVQUAL models. Using a 5-point Likert scale, the sample's replies were rated. In SPSS, the gathered data was examined using descriptive and inferential statistical methods. To determine the frequency, percentile, skewness, and kurtosis, a descriptive analysis was conducted. To determine the factors influencing the growth of Daraz Bangladesh Ltd., inferential analyses like Exploratory Factor Analysis (EFA) and Multiple Regression Analysis were carried out. Seven characteristics, including dependability, responsiveness, assurance, performance expectancy, effort expectancy, social impact, and facilitating conditions, are significant to the entire growth of Daraz Bangladesh Ltd., according to the Exploratory Factory Analysis (EFA). Together, these seven variables accounted for 61.613% of the dataset's overall variance. By using multiple regression analysis, it was possible to predict 47.9% of the variation of the dependent variable from the seven independent components, according to the model summary. The regression estimates showed that Daraz Bangladesh Ltd.'s expansion in the e-commerce sector was highly influenced by four factors, including dependability, responsiveness, performance expectancy, and enabling conditions. The analysis also takes into account the author's own on-the-job evaluation, which indicates that six out of seven factors—aside from "Responsiveness," which shouldn't be a problem—are recognized as actually responsible. This study suggests that Daraz should focus on facilitating conditions like a transportation system, an internet network, and awareness campaigns to enhance the growth of e-commerce service providers like Daraz Bangladesh Ltd. On the one hand, Daraz should ensure product quality, efficient delivery, transparent transactions, and 7 responsive customer care. This research outlines the critical elements influencing the growth of Daraz Bangladesh Ltd. and significantly adds to the body of literature already in existence.