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

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift


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.


Enheter & grupper
Externa organisationer
  • Karlstad University

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Företagsekonomi
  • Teknik och teknologier


Sidor (från-till)461
Antal sidor468
TidskriftJournal of Business Research
StatusPublished - 2019 jan 15
Peer review utfördJa