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

Author

Listed:
  • Vakulenko, Yulia
  • Shams, Poja
  • Hellström, Daniel
  • Hjort, Klas

Abstract

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.

Suggested Citation

  • Vakulenko, Yulia & Shams, Poja & Hellström, Daniel & Hjort, Klas, 2019. "Service innovation in e-commerce last mile delivery: Mapping the e-customer journey," Journal of Business Research, Elsevier, vol. 101(C), pages 461-468.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:461-468
    DOI: 10.1016/j.jbusres.2019.01.016
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