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

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34 Citations (SciVal)

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 supports e-retailers in increasing their customers’ satisfaction.
Original languageEnglish
Pages (from-to)306-320
JournalInternational Review of Retail Distribution & Consumer Research
Volume29
Issue number3 (special Issue)
DOIs
Publication statusPublished - 2019 Jun 4

Subject classification (UKÄ)

  • Transport Systems and Logistics
  • Business Administration

Keywords

  • Customer experience
  • E-commerce
  • online retail
  • Last mile delivery
  • Customer satisfaction

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