Abstract
Final delivery is the most vital part of a supply chain and the current study focused on finding whether there is a relationship between final delivery effectiveness on customer loyalty, which is another vital factor for the sustainability of any business. Therefore, current study adopted a systematic review of peer reviewed journal articles to find a relationship through thematic synthesis, identifying various themes to measure final delivery effectiveness and customer loyalty. Author identified five themes to measure final delivery effectiveness and three to measure customer loyalty. Customer loyalty can be significantly enhanced through customer satisfaction, repeat purchases and order fulfillment through shortened delivery time and trusted relationship. In addition, retailer capacity, delivery conditions and delivery distance also are other factors to improve customer loyalty. However, due to limitations identified, author recommends a primary research using customer data from actual online purchases for wide generalizability and validity as a future opportunity stemming from this study. The study can be used to improve customer loyalty by retail practitioners who are also in the online retail business, and further research opportunities can be used by researchers contributing to the academia.
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