THE IMPACT OF LAST-MILE DELIVERY ON E-COMMERCE CUSTOMER SATISFACTION: A STUDY OF CUSTOMER GROUPS IN CAU GIAY DISTRICT, HANOI

Abstract

Last-mile delivery is a crucial stage that directly influences the development of e-commerce. In recent years, there has been an increasing concern regarding
this topic. However, most studies primarily focus on the quality and price of the products being traded, disregarding the factors that encompass the entire goods
rotation process, including last-mile delivery. In Vietnam, research on the subject of last-mile delivery is severely limited, and notably, no studies have examined
the effect of last-mile delivery factors on the satisfaction of e-commerce customers. Addressing this knowledge gap, this study concentrates on exploring the
relationship between last-mile delivery components and customer satisfaction. The study employed quantitative data analysis through questionnaire collection.
Our findings demonstrate that three factors of last-mile delivery, namely delivery time, delivery information, and customer experience, exert a direct and positive
influence on e-commerce customer satisfaction.