Xing, Grant, MaKinnon and Fernie (2010 and 2011) conducted postal surveys with chosen households and qualitative interviews with retailers, logistics service providers and experts for their research papers. Both papers found that one of the key challenges of online home delivery is to keep customers informed of the availability and status of their purchase. Without such online tracking systems, a big gap will be created between what the customers want to purchase and what they are offered eventually. Ruby and Zhao (2010) also identified that the most important attribute that affects customers’ satisfaction is the ability for online retailers to provide on-time delivery which would impact the customers’ decision to repurchase in future.
Ling, Yang and Jun (2013) also reported that customers feel that the unavailability of ordered products will affect their online shopping experience negatively.