Understanding Last-Mile Delivery Challenges among E-Commerce Consumers in Dhaka: Proposing Service Improvement Strategies

Abstract Due to the rapid growth of electronic business in Bangladesh, the effectiveness of last-mile delivery has become increasingly important. Moreover, issues related to conveyance can seriously impact how the clients are fulfilled by the arrangement as an entire. This study aimed to investigate the determinants of consumer satisfaction in the last-mile delivery process and to locate a helpful procedure for the improvement of conveyance execution of the e-commerce sector. In this examination, we used a quantitative methodological approach to lead the research. Primary data were gathered through structured questionnaires from the e-commerce consumers. Here product condition, tracking accuracy and delivery delays were treated as three delivery related factors; consumer satisfaction was treated as a dependent parameter. Descriptive statistics, correlation analysis and multiple-regression analysis were used to analyze the relationship between those parameters. Outcome demonstrated that product condition was positively and significantly associated with consumer satisfaction. In terms of the individual effects of tracking accuracy and delivery delays, they were not statistically significant; however, when all independent variables were considered collectively, the regression model was statistically significant. These factors can also affect consumers’ purchasing decisions in business. Hence for improving delivery performance greater focus must be placed on how the product condition is maintained by the delivery personnel. Other factors can also be implemented. These include the advancement of delivery systems through the continuous usage of ICT solutions such as the development of sophisticated tracking systems, optimizing the routing, effective return process, delivery personnel’s proper coaching, improving infrastructure and other technological assistance.