Towards Achieving Customer Satisfaction in Last Mile Delivery for E-commerce Sector: A MCDM Approach

Abstract

Last mile delivery is the last leg in the delivery of finished goods from the manufacturer’s facilities to the end customer, and in the case of e-commerce, last mile delivery of the product is the only physical touch point between businesses and customers, so it becomes even more important to achieve customer satisfaction in last mile delivery of the product to gain brand equity and brand loyalty so that the customers stay on your platform. To identify the most favorable mode of last-mile delivery that leads to customer satisfaction, a combination of multiple criteria decision-making methods, i.e., Technique for Order Performance by Similarity to Ideal Solution (TOPSIS) and Analytic Hierarchy Process (AHP), will be used. Essentially, this will be a fuzzy TOPSIS analysis of the different alternatives based on criteria identified to boost customer satisfaction, and the fuzzy criteria weights required for this calculation will be derived using the fuzzy AHP method. The results thus derived will guide to rank the different alternatives with respect to one another and to further derive our conclusion. Results of this survey suggest that the criteria for secure delivery of goods were the highest contributing mediators when it came to building customer satisfaction, and at the same time, the criteria for proximity to the delivery location were the least contributing criteria.