Work

Online retail experience and customer satisfaction: the mediating role of last mile delivery

Year: 2019

Type: article

Abstract: For various industries worldwide, recent years have been defined by the remarkable growth of e-commerce. Enabled by the Internet, retailers can reach more customers, spread much further in the distribution chain, and optimize their resources. In the new market environment, customer experience has become a source of competitive advantage. This study investigates the role of last mile delivery in the customer’s e-retail experience. A quantitative methodology was used, which incorporated a survey that was conducted in Sweden and measured participants’ most recent e-retail experience. The results indicate that the last mile delivery experience mediates the relationship between the customer’s perception of the online shopping experience and customer satisfaction. These conclusions provide ground for further thorough investigations of the role of last mile delivery in the e-retail context and support e-retailers in increasing their customers’ satisfaction.

Source: The International Review of Retail Distribution and Consumer Research

DOI: 10.1080/09593969.2019.1598466

Authors: Yulia Vakulenko, Poja Shams, Daniel Hellström, Klas Hjort

Institutions: Lund University, Karlstad University

Language: English

Topic: Urban and Freight Transport Logistics

Subfield: Transportation

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Funder: VINNOVA

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