From Words to Insight: Analyzing Customer Reviews to Assess Delivery’s Impact in Organic E-Commerce Satisfaction

Rémy Park () and Philippe Mouillot ()
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Rémy Park: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université, Ascencia business school, CEREGE [Poitiers] - Centre de recherche en gestion - UP - Université de Poitiers = University of Poitiers
Philippe Mouillot: UP - Université de Poitiers = University of Poitiers, CEREGE [Poitiers] - Centre de recherche en gestion - UP - Université de Poitiers = University of Poitiers

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Abstract: This paper explores how delivery attributes affect overall customer satisfaction by analyzing 144,589 reviews from eight organic food companies across the UK, France, and the US. Through textometric and statistical analysis, we find that while product quality plays a significant role, delivery is a key factor in shaping customer satisfaction. Delivery errors, delays, and mishandling trigger negative feedback, while a seamless delivery process enhances customer experiences. Our findings suggest that delivery operates as a unidimensional factor, with customers either satisfied or dissatisfied based on their delivery experience. In this context, we demonstrate to what extent the role of delivery personnel is crucial, as their spatial awareness, time management, and problem-solving skills have a direct influence on customer satisfaction. The insights from this study offer valuable guidance for companies in the organic food sector, helping them optimize customer satisfaction management strategies and offer marketing analytics practitioners actionable intelligence for informed decision-making based on customer reviews.

Keywords: Attributes; Customer Reviews; Delivery; Organic food; Satisfaction; Voice of Customers (search for similar items in EconPapers)
Date: 2025
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Published in Journal of Marketing Analytics, 2025, ⟨10.1057/s41270-025-00420-8⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05130195

DOI: 10.1057/s41270-025-00420-8

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