Service innovation in e-commerce last mile delivery: Mapping the e-customer journey

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71 Citations (SciVal)


The remarkable growth of e-commerce has defined the recent years of various industries worldwide. Driven by consumers, the e-commerce surge (e-retail in particular) stems from the final leg of the supply chain: the last mile. As the growing flow of e-commerce orders continues to generate new records for annual revenues, key actors in the last mile face the challenges of increasing customer demands and transportation volumes. In response, e-retailers and logistics service providers seek innovative service solutions, often powered by technological advancements. This study consisted of focus group interviews and a usability test that incorporated an innovative technology in the delivery service. The study provides insights into how service innovation affects e-customer behavior and presents a basic map of the e-customer journey. The findings also provide a foundation for improving management of the customer experience and aiding managerial decision-making when designing new e-commerce last mile services.

Original languageEnglish
Pages (from-to)461
Number of pages468
JournalJournal of Business Research
Publication statusPublished - 2019 Jan 15

Subject classification (UKÄ)

  • Business Administration
  • Engineering and Technology


  • Customer experience
  • Customer journey
  • e-Commerce
  • e-Customer
  • Last mile delivery
  • Service innovation


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