Despite the growing emphasis on customer experience, there is limited knowledge about how people feel about deliveries. We did a study to find out what it's like for people who use a delivery service where they don't need to be home. We looked at nine households that used this kind of service for at least six months. The findings reveal that delivery is not merely about handling and transporting packages. It is mostly about how well the system serves the customer. The study also showed that people's experience with deliveries is closely connected to how the delivery process works, and overall, good delivery makes customers more satisfied. The study found that there's no one-size-fits-all delivery service because everyone has different needs and experiences.
The research underscores the necessity for a new approach to delivery services in retail. It is hoped that the research findings can serve as a foundational guide for trading companies aiming to be more consumer-centric and prioritise the customer experience. Upon closer examination, the study reveals that the delivery experience encompasses various dimensions:
- Cognitive Experience: Focuses on function, including ease of use, effort, time, perceived safety, and food safety.
- Emotional Experience: Relates to mood and emotions, emphasising a sense of freedom, satisfaction, and future expectations.
- Behavioural Dimension: Centres around behaviours, such as willingness to pay and word of mouth recommendations.
- Sensory Experience: Revolves around the visual design and size of delivery cabinets.
- Physical Dimension: Focuses on order pickup and the use of the mobile app.
- Social Dimension: Involves human interactions linked to the delivery service.
Original text by John Olsson, Daniel Hellström & Yulia Vakulenko
Translation by Carys Egan-Wyer
For more in-depth insights, please refer to our latest research article, which provides a comprehensive understanding of the delivery experience:
Olsson, J., Hellström, D. and Vakulenko, Y. (2022), Customer experience dimensions in last-mile delivery: an empirical study on unattended home delivery, International Journal of Physical Distribution & Logistics Management.