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

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift


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.


Enheter & grupper
Externa organisationer
  • Karlstad University

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Transportteknik och logistik
  • Företagsekonomi


Sidor (från-till)306-320
TidskriftInternational Review of Retail Distribution & Consumer Research
Utgåva nummer3 (special Issue)
StatusPublished - 2019 jun 4
Peer review utfördJa

Related projects

Klas Hjort, Daniel Hellström, Yulia Vakulenko, Poja Shams & Anette Svingstedt

Swedish Government Agency for Innovation Systems (Vinnova)


Projekt: ForskningTvärvetenskaplig forskning, Samarbete med industri

Visa alla (1)