Optimizing Customer Experience in E-Commerce Last-Mile Delivery

Abstract

Purpose: The last-mile delivery experience plays a pivotal role in enhancing customer satisfaction and loyalty within the e-commerce sector. This study introduces the Customer Delivery Experience in Last-Mile Delivery (CDX-LMD) scale and investigates how key dimensions of this experience influence customer satisfaction. Research Design, Data and Methodology: A quantitative research design was employed to explore the relationships between last-mile delivery factors and customer satisfaction. Data were collected from 950 e-commerce customers. The study used Exploratory and Confirmatory Factor Analyses to validate the CDX-LMD scale, followed by multiple regression analysis to examine the influence of seven identified dimensions. Results: The validated CDX-LMD scale consists of seven dimensions: Joyful anticipation, Parcel tracking, Visual appeal, Delivery efficiency, Convenience, Smooth delivery, E-payment. These dimensions collectively explained 75.9% of the variance in customer experience (R² = 0.759). Among them, Joyful anticipation (β = 0.213) and Parcel tracking (β = 0.198) had the strongest impact on customer satisfaction. Conclusions: This study highlights the multidimensional nature of last-mile delivery experience and its significant role in shaping customer satisfaction. By enhancing transparency, operational efficiency, and digital payment security, e-commerce firms can optimize customer experience and build long-term loyalty.