Transformation of last-mile delivery as a method of improving customer experience in the Russian Federation

Abstract

Aim. The presented study aims to analyze transformations that last-mile delivery has undergone during the years of the COVID-19 coronavirus pandemic in the Russian Federation, considering that, on the one hand, the final stage of delivery is considered the most problematic part of the delivery process, and on the other — the last mile is often a factor determining the customer’s choice and satisfaction when interacting with the company.Tasks. The authors identify problems that companies face due to changes in customer behavior and experience; search for possible solutions to these problems; analyze how satisfaction with the quality of last-mile delivery affects the customer’s decision to order goods from a particular supplier.Methods. This study uses the method of descriptive literature review, as well as methods of analysis, synthesis, comparison, and generalization.Results. Today, customer experience is as important an element of brand perception as product offering. Customers constantly seek more personalized, convenient, and secure ways to receive delivery services. Research shows that many buyers consider efficient and fast delivery a priority when making a purchase, not the price of goods. The increasing customer demand for quality of service and the boom in e-commerce have led to the development of new last-mile delivery methods that optimize the quality of customer service and contribute to building a strong relationship between the customer and the brand.Conclusions. Improving the quality of customer service through last-mile logistics can be a powerful tool in the competition, as delivery often turns out to be a key factor influencing the consumer’s purchase decision. The result of this study is the formation of an idea about the possible future development and prospects of last-mile delivery.