Die Auswirkung der Logistik im B2C E-Commerce auf die Kundenzufriedenheit mit Fokus auf die last-mile Logistik

Abstract

This master's thesis examines the impact of last-mile logistics in online retail (e-commerce) on customer satisfaction. In online retail, a lot of attention is paid to the activities before the actual purchase is completed and these are evaluated using web metrics such as the conversion rate. However, the customer experience does not end with payment in the checkout area of the online store and customers have expectations of the further course of their orders. After the purchase has been completed, last-mile e-commerce logistics play an important role, as the experience of the delivery of the items is reflected on the online retailer and this can trigger satisfaction or dissatisfaction on the part of the customer. This master's thesis therefore establishes the link between e-commerce logistics and customer satisfaction, with a focus on the last-mile. In this thesis, an analysis of the relevant literature was first carried out in order to define terms and establish connections between the customer journey and e-commerce logistics. This was followed by a discussion of design options for logistics in e-commerce, as well as methods for measuring customer satisfaction and recording customer expectations. The conducted online survey achieved a total of 303 completed questionnaires. Measures to improve e-commerce logistics were derived on the basis of this data. The results of the survey show that 59% of respondents have had problems with the delivery of their ordered items in the past. Delivery to the doorstep was identified as the preferred delivery option. The completeness of the delivery and the integrity of the packaging can be classified as must-be qualities according to the Kano model, while environmentally friendly transport vehicles and sustainable packaging were classified as attractive qualities. With regard to the organization of e-commerce logistics, various technical and organizational aspects were identified that should be taken into account when designing the supply chain in order to increase efficiency and customer satisfaction. This work is intended to provide e-commerce companies with a basis for improving their own last-mile supply chain.

Date of Award	2024
Original language	German (Austria)
Supervisor	Efrem Lengauer (Supervisor)