Snabbt, billigt och nära. En kvantitativ undersökning av service vid leverans till utlämningsställe

Sammanfattning: E-retailers all over the world are facing increased competition due to the rapid development of the e-commerce sector. In this light, delivering positive service experience to customers is often named as one of the keys to successful business. Last-mile deliveries are an important factor that can significantly influence a customer’s total service experience with an e-retailer. This study aims to examine Swedish customers’ perception of the service that is provided in connection with last-mile deliveries to collection points and to identify service elements that customers consider attractive. An underlying goal of the study is to identify possible differences between customer groups’ perceptions of the service elements. An online survey was conducted to collect the empirical data for the study. SERVCON and Kano models were used to develop the survey and to analyze the data. The study results showed that the respondents did not appear to have high expectations regarding the service provided at collection points as only one service attribute showed to cause dissatisfaction. The majority of service elements were categorized as neutral. Six attributes – short waiting time, fast service, help with returns, packaging for returns, generous opening hours, and possibility to pick up parcels from different delivery companies – were categorized as attractive. No significant differences between customer groups’ perceptions of service elements were identified, which means that customers’ perceptions can be considered largely homogenous. However, the sampling method used in this study resulted in unequal representation of certain respondent groups, which could have a negative effect on the study’s representativeness and generalizability.