Customer experience dimensions in last-mile delivery: an empirical study on unattended home delivery

Abstract

PurposeThe success of last-mile delivery is dependent on consumer acceptance of such services, yet little is known about unattended delivery experience. This paper's purpose is to provide empirically based understanding of customer experience dimensions in unattended home delivery.Design/methodology/approachUsing an engaged scholarship approach, this field study investigated nine households that actively used an unattended delivery service for a period of six to nine months. Empirical data were collected primarily from in-depth interviews.FindingsThe study demonstrates that unattended delivery experience is a multidimensional construct that comprises consumers' cognitive, emotional, behavioral, sensorial, physical and social responses to the service. The empirical evidence provides rich descriptions of each customer experience dimension, and the research offers a framework and propositions on unattended delivery experience.Practical implicationsThe results guide and support managers in assessing and developing delivery services using a consumer-centric approach to enhance customer experience.Originality/valueThis research is one of the first to address unattended delivery experience by providing a comprehensive, empirically grounded framework. The results provide a foundation for future investigations of last-mile delivery experience dimensions.

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“…Also, the customer believes that they did not deserve such treatment (Roseman, 2018). In fact, recent studies show that customers expect drivers to be polite (Olsson et al, 2023; Puram et al, 2021). As a result, the outcome of the experience will be perceived to be neither favorable nor desirable.…”

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