Abstract
ABSTRACT This study investigates the relationship between customer preferences, innovation, and last-mile delivery (LMD). Particularly, it examines the significant roles and relationships among delivery pricing, flexible delivery preferences, delivery tracking, visibility, and innovative delivery options. The mediating role of innovative delivery options between customer preferences and LMD adoption is also studied. Thus, the authors carried out a survey of 1,100 customers in the Middle East. Data was analysed using partial least squares structural equations modelling (PLS-SEM). The results indicated a significant direct relationship between flexible delivery preferences, delivery tracking, visibility, and innovative delivery options. Furthermore, LMD is directly influenced by innovative delivery options. The role of innovative delivery options between flexible delivery preferences, delivery tracking, visibility, and LMD is also proven. The combined effects of customer preferences and innovation on LMD adoption are investigated in this study, which contributes to further development in this field. This highlights the sometimes-overlooked mediating role of creative delivery techniques, arguing that LMD adoption is accelerated by customer-driven innovation. Significantly, this research suggests that direct input from consumers is instrumental in shaping and honing delivery service innovations, markedly improving the efficiency and adoption of LMD.
Published Version
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