The Effectiveness of Last Mile Logistics Real-Time Data Analytics in Enhancing Customer Satisfaction

Customer satisfaction is a very important measure of success in the changing environment of last-mile delivery services. The proposed study will examine how real-time data analytics can influence customer satisfaction by referring to the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. The quantitative research methodology is used, and the questionnaire surveys are used among the customer base of the last-mile delivery services within the Klang Valley area. The convenience sampling technique is used to select the participants, who are picked in consideration of their availability, accessibility, and willingness to respond. It is planned that the sample size will be 384 respondents, and the data will be analysed with the help of SPSS. The conclusion will focus on the importance of delivery speed and accuracy, real-time tracking, live customer service communication, electronic proof of delivery, and efficient reverse logistics in improving the utilisation of real-time data analytics and its impact on customer satisfaction.

Last mile logistics: Real-time data analytics; Customer satisfaction

1. Abbasi, S., Sıcakyüz, Ç., DR, E., & Ghasemi, P. (2024). A Systematic Literature Review of Logistics Services Outsourcing. Heliyon, 10(13), e33374–e33374. https://doi.org/10.1016/j.heliyon.2024.e33374 [Google Scholar] [Crossref]

2. Adebayo, T. (2022). An evaluation of reverse logistics responsiveness and customer satisfaction in retailing. International Journal of Research in Business and Social Science (2147-4478), 11(1), 93–98. https://doi.org/10.20525/ijrbs.v11i1.1570 [Google Scholar] [Crossref]

3. Adewale, T. (2025). AI in Reverse Logistics: Streamlining Returns and Sustainability Efforts. ResearchGate. https://www.researchgate.net/publication/389987712 AI_in_Reverse Logistics Streamlining Returns_and_Sustainability_Efforts [Google Scholar] [Crossref]

4. Ain, Q., & Siddiqui, D. A. (2020). Online Experience in Last-Mile Delivery and Future Purchase Intentions in Pakistan: The Role of Customer Satisfaction. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3755249 [Google Scholar] [Crossref]

5. Akther, P. (2024, April 18). What Is Real Time Customer Service And Why It Is So Crucial? ThriveDesk. https://www.thrivedesk.com/what-is-real-time-customer-service/ [Google Scholar] [Crossref]

6. Al-Khatib, A., Saif, D. A., Al-Husseini, O., Al-Tamimi, L., & Hiba Al-Najjar. (2020, March 11). Last-Mile Delivery with Artificial Intelligence: Dynamic Routing, Predictive Analytics, and Sustainable Logistics Solutions in the E-Commerce Era. https://www.researchgate.net/publication/386868854_Last-Mile_Delivery with_Artificial Intelligence Dynamic_Routing_Predictive_Analytics_and_Sustainable_Logistics_Solutions_in_the_ECommerce_Era [Google Scholar] [Crossref]

7. Alonge, E. O., Eyo-Udo, N. L., Ubanadu, B. C., Daraojimba, A. I., Balogun, E. D., & Ogunsola, K. O. (2021). Real-Time Data Analytics for Enhancing Supply Chain Efficiency. International Journal of Multidisciplinary Research and Growth Evaluation, 2(1), 759–771. https://doi.org/10.54660/.ijmrge.2021.2.1.759-771 [Google Scholar] [Crossref]

8. Banoo, S. (2021). Making that last mile count. The Edge Markets Official Portal. [Google Scholar] [Crossref]

9. Bettermile. (2024, January 4). Proof of Delivery in Logistics | Faster with Real-Time Tracking. Medium. [Google Scholar] [Crossref]

10. Boysen, N., de Koster, R., & Füßler, D. (2020). The forgotten sons: Warehousing systems for brick-and-mortar retail chains. European Journal of Operational Research, 288(2). https://doi.org/10.1016/j.ejor.2020.04.058 [Google Scholar] [Crossref]

11. Cambridge English Dictionary. (n.d.). Customer Satisfaction | Meaning in the Cambridge English Dictionary. [Google Scholar] [Crossref]

12. Chen, Y.-T., Sun, E. W., Chang, M.-F., & Lin, Y.-B. (2021). Pragmatic real-time logistics management with traffic IoT infrastructure: Big data predictive analytics of freight travel time for Logistics 4.0. International Journal of Production Economics, 238, 108157. [Google Scholar] [Crossref]

13. Chu, H., Zhang, W., Bai, P., & Chen, Y. (2021). Data-driven optimization for last-mile delivery. Complex & Intelligent Systems, 9. [Google Scholar] [Crossref]

14. Devari, A., Nikolaev, A. G., & He, Q. (2017). Crowdsourcing the last mile delivery of online orders by exploiting the social networks of retail store customers. Transportation Research Part E: Logistics and Transportation Review, 105, 105–122. [Google Scholar] [Crossref]

15. DHL. (2025). Enable Visibility in Logistics: Smarter, More Connected Supply Chains with Internet of Things (IoT). [Google Scholar] [Crossref]

16. Disk. (2023, September 11). Unlock the Benefits of PoD: How e-PoD Can Streamline Your Last-Mile Logistics and Same-Day Delivery. [Google Scholar] [Crossref]

17. Fisher, M., Gallino, S., & Xu, J. (2017). The Value of Rapid Delivery in Online Retailing. [Google Scholar] [Crossref]

18. Gielens, K., Gijsbrechts, E., & Geyskens, I. (2020). Navigating the Last Mile: The Demand Effects of Click-and-Collect Order Fulfillment. Journal of Marketing, 85(4). [Google Scholar] [Crossref]

19. Iyer, L. S. (2021). AI enabled applications towards intelligent transportation. Transportation Engineering, 5, 100083. [Google Scholar] [Crossref]

20. Jazemi, R., Alidadiani, E., Ahn, K., & Jang, J. (2023). A Review of Literature on Vehicle Routing Problems of Last-Mile Delivery in Urban Areas. Applied Sciences, 13(24), 13015. [Google Scholar] [Crossref]

21. Kenton, W. (2024, June 13). Business to Consumer (B2C). Investopedia. [Google Scholar] [Crossref]

22. Khan, N. T., & Hanbali, A. A. (2025). Machine Learning Approaches for Disaggregated and Intermittent Demand Forecasting for Last-mile Logistics. Transportation Research Procedia, 84, 307–314. [Google Scholar] [Crossref]

23. Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607–610. [Google Scholar] [Crossref]

24. Laseinde, O. T., & Mpofu, K. (2017). Providing solution to last mile challenges in postal operations. International Journal of Logistics Research and Applications, 20(5), 475–490. [Google Scholar] [Crossref]

25. Lescevica, M., Ginters, E., & Mazza, R. (2013). Unified Theory of Acceptance and Use of Technology (UTAUT) for Market Analysis of FP7 CHOReOS Products. Procedia Computer Science, 26, 51–68. [Google Scholar] [Crossref]

26. Maday, J. (2023, September 12). What is Reverse Logistics: Definition, Benefits, Examples. [Google Scholar] [Crossref]

27. Man, N. I., & Abd Majid, N. (2024). Exploring Urban Changes: The Impact of Mass Rapid Transit (MRT) Construction in the Context of Development in the Klang Valley, Malaysia. [Google Scholar] [Crossref]

28. Miashkova, Y. (2023, October). What Is ePOD (Electronic Proof of Delivery) 2023. [Google Scholar] [Crossref]

29. Milosevic, Z., Chen, W., Berry, A., & Rabhi, F. A. (2016). Real-Time Analytics. In Big Data (pp. 39–61). [Google Scholar] [Crossref]

30. Mohamad, & Novia Zahrah. (2024). Factors Affecting Logistics Performance on Malaysian Retail Industry: A Conceptual Paper. [Google Scholar] [Crossref]

31. Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). [Google Scholar] [Crossref]

32. Olsson, J., Hellström, D., & Pålsson, H. (2019). Framework of Last Mile Logistics Research: A Systematic Review of the Literature. [Google Scholar] [Crossref]

33. Onro. (2025, January 16). Understanding First Mile, Middle Mile, and Last Mile Logistics. [Google Scholar] [Crossref]

34. Peer, S., & Mishra, J. (2023). Impact of Technological Advancement on Customers: A Study on Electronic Proof of Delivery. [Google Scholar] [Crossref]

35. Pham, N. L. (2024, May 28). What is Electronic Proof of Delivery (ePOD)? [Google Scholar] [Crossref]

36. Pichit Prapinit, Kafi, A., Nor Hasni Osman, & Melan, M. (2024). IoT in Courier Services: Impact on Customer Satisfaction and Supply Chain Sustainability. [Google Scholar] [Crossref]

37. Puri, K. (2025). What is Last Mile Carrier Tracking? Why is it Important. [Google Scholar] [Crossref]

38. Restuputri, D. P., Fridawati, A., & Masudin, I. (2022). Customer Perception on Last-Mile Delivery Services Using Kansei Engineering and Conjoint Analysis. [Google Scholar] [Crossref]

39. Rogers, D. S., & Tibben-Lembke, R. (2001). An Examination of Reverse Logistics Practices. [Google Scholar] [Crossref]

40. Shuaibu, A. S., Mahmoud, A. S., & Sheltami, T. R. (2025). A Review of Last-Mile Delivery Optimization: Strategies, Technologies, Drone Integration, and Future Trends. [Google Scholar] [Crossref]

41. Smith, H. K. (2024, October 17). Impact of Real-Time Data Sharing on Supply Chain Agility and Performance. [Google Scholar] [Crossref]

42. Tax, S. S., McCutcheon, D., & Wilkinson, I. F. (2013). The Service Delivery Network (SDN). [Google Scholar] [Crossref]

43. Thanh, H. T., Phan, T., Trung, C. T., & Quynh, N. L. (2025). The Impact of Logistics Service Quality Factors in Last-Mile Delivery on Customer Satisfaction in The Mekong Delta for Online Retail Businesses. [Google Scholar] [Crossref]

44. Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Online Retail Experience and Customer Satisfaction: The Mediating Role of Last Mile Delivery. [Google Scholar] [Crossref]

45. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. [Google Scholar] [Crossref]

46. Vrhovac, V., Dakić, D., Milisavljević, S., Ćelić, Đ., Stefanović, D., & Janković, M. (2024). The Factors Influencing User Satisfaction in Last-Mile Delivery: The Structural Equation Modeling Approach. [Google Scholar] [Crossref]

47. Wang, M., Cheng, Q., Huang, J., & Cheng, G. (2021). Research on Optimal Hub Location of Agricultural Product Transportation Network Based on Hierarchical Hub-and-Spoke Network Model. [Google Scholar] [Crossref]

48. Zainuddin, N., Deraman, N., Raman, D., & Ganesan, L. (2022). Efficiency of Last Mile Delivery of Logistics Service Providers (LSPs) in Malaysia: Post-COVID. [Google Scholar] [Crossref]

49. Zibarzani, M., Abumalloh, R. A., & Nilashi, M. (2024). Adoption Behavioural Intention of Robots in Last Mile Food Delivery: The Importance of Environmental Friendliness and Moderating Impacts of Privacy and Security Concerns. [Google Scholar] [Crossref]

• The Effectiveness of Logistics Management - A Case Study of: Future Supply Chain Solutions Ltd (FSC)
• The Effect of E-Informing on Procurement Performance of Public Universities in Kenya: The Case of Egerton University
• Barriers to Circular Supply Chain Implementation in Indian Textile SMEs: An Exploratory Qualitative Study
• Sustainable Supply Chain to Enhance the Environmental Performance in the Cleaning Detergents Manufacturing Industry: Case of Harare, Zimbabwe
• Exploring Innovative Frontiers: Digital Public Infrastructure and Multimodal Connectivity as Catalysts for MSME Supply Chain Transformation in India