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

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TY - JOUR

T1 - Service innovation in e-commerce last mile delivery

T2 - Journal of Business Research

AU - Vakulenko, Yulia

AU - Shams, Poja

AU - Hellström, Daniel

AU - Hjort, Klas

PY - 2019/1/15

Y1 - 2019/1/15

N2 - 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.

AB - 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.

KW - Customer experience

KW - Customer journey

KW - e-Commerce

KW - e-Customer

KW - Last mile delivery

KW - Service innovation

U2 - 10.1016/j.jbusres.2019.01.016

DO - 10.1016/j.jbusres.2019.01.016

M3 - Article

VL - 101

SP - 461

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -