From Click to Collect: Exploring the Impact of Last-Mile Delivery Management on Customer Satisfaction in Urban Smart Pickup Systems of Bangladesh

Objectives: This study is intended to investigate the impact of last mile delivery management on customer satisfaction in the context of smart pickup system in urban area of the fast-growing e-commerce industry in the Republic of Bangladesh. In particular, it explores how five constructs route optimization (RO), delivery scheduling (DS), tracking transparency (TT), lack of security (LS) and speed of delivery (SD)) affect customer satisfaction (CS).
Methods: Cross-sectional research with quantitative approach was used and data collected from 455 respondents by multi-stage sampling method in major cities of Bangladesh. Both measurement and structural models were tested using structural equation modelling (SEM) conducted with the software SMARTPLS 4.0 with the assessment of path coefficients (β), p values and R² values.
Results: The model accounts for a considerable amount of customer satisfaction variation. There were four hypotheses that were supported: the strongest predictors were speed of delivery and route optimization, followed by delivery scheduling and transparency of tracking. Notably, the lack of security was not significant, suggesting that lacking security is not a major concern for urban customers in the smart pickup context, rather it is more important to achieve better operational efficiency.
Conclusions: This study contradicts the traditional LSQ-SERVQUAL argument that transparency and security are more important than speed and routing in the Bangladesh context of low regulation and scarcity of time in urban areas. Findings inform delivery providers of what they should be doing to optimize routes in real time and provide speed guarantees. Further studies are needed to investigate the moderating effects of pickup point density, order value and product type in various geographic locations.

Last-Mile Delivery, Customer Satisfaction, Smart Pickup Systems, E-Commerce Logistics, Bangladesh

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