Role of Last Mile Delivery in Servicing the E-Commerce Customer Expectation and Satisfaction

Abstract: The rapid growth of e-commerce has redefined customer expectations, with last-mile delivery emerging as a critical determinant of customer satisfaction. This study investigates the role of last-mile delivery in shaping e-commerce customer expectations and satisfaction, focusing on respondents within Maharashtra, India. Using a survey-based quantitative methodology, the research explores how last-mile delivery mediates the relationship between online retail experience and overall customer satisfaction. Key aspects such as delivery timeliness, flexibility, transparency, and convenience are analyzed to understand their impact on customer perceptions. The findings highlight that efficient last-mile delivery not only enhances customer satisfaction but also strengthens loyalty and trust in e-commerce platforms. This research provides actionable insights for e-retailers and logistics providers to optimize their last-mile strategies, addressing the unique challenges and opportunities within the Indian context. By bridging the gap between logistics and customer experience management, this study contributes to the growing body of knowledge on e-commerce logistics and offers practical recommendations for improving service quality in last-mile delivery operations. Keywords: Last-mile Delivery, E-Commerce Logistics, Customer Satisfaction, Customer Expectations, Delivery Performance, Online Retail Experience JEL Classification Number: R410