The Influence of customers last mile delivery experience on the adoption of ecommerce: a case of Jumia
Date
2024
Authors
Muddie, C.
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Journal ISSN
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Publisher
Strathmore University
Abstract
E-commerce has been steadily growing and causing disruptions in the way businesses operate. The convenience of online shopping creates both opportunities and challenges to the stakeholders that use it. Businesses prefer managing their supply chain processes to attain optimum efficiency for their survival. Logistics partners must respond to this change by providing efficient deliveries that are secure and reliable. Consumers of ecommerce on the other side are demanding convenient options for last mile delivery of their goods. The objective of the study was to determine the influence of customers’ last mile delivery experience on ecommerce adoption. The study got respondents that used the Jumia Kenya online platform and focused on their last mile delivery experience while using two of the main last mile delivery options; Pick up Stations and Door Delivery. The research measured the customer experience at the last mile using the CXD-LMD model. The research design used was quantitative and there was use of a cross sectional approach that enabled the researcher to collect data at the same time from different Jumia customers located in Nairobi. The research utilized structured questionnaires from a selected sample of 398 respondents. Data collected was analyzed using descriptive statistics, correlation analysis and regression analysis. The results on the influence of pick-up station delivery experience on ecommerce adoption by customers, the study concluded that pick-up station delivery experience boosts ecommerce adoption especially where the parcel tracking feature is available as it boosts the joyful anticipation of the customer. For the door delivery experience the study concluded a positive influence in terms of the delivery efficiency and the convenience which improves ecommerce adoption. The study recommends to management and Ecommerce firms on the need to ensure the last mile delivery solution is fitted with the right features like parcel tracking that show the progress of the delivery and the anticipated time the product would get delivered to the customer. The study also emphasized the importance of the visual appearance of the delivery vehicles, the packaged products and the appearance of the delivery persons as contributors to the ecommerce adoption. Businesses should use this as elements of competitive advantage. This study solely relied on questionnaires, future studies can incorporate interviews, observations and focused group discussions to get a more in depth understanding of the relationship between last mile delivery experience options and ecommerce adoption.
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Citation
Muddie, C. (2024). The Influence of customers last mile delivery experience on the adoption of ecommerce: A case of Jumia [Strathmore University]. http://hdl.handle.net/11071/15507