John Olsson, Mary Catherine Osman, Daniel Hellström and Yulia Vakulenko
In the rapidly growing e-grocery segment, unattended delivery is an emerging practice with the potential to offer a superior delivery experience. The purpose of this study is to…
Abstract
Purpose
In the rapidly growing e-grocery segment, unattended delivery is an emerging practice with the potential to offer a superior delivery experience. The purpose of this study is to contribute to the body of knowledge for unattended grocery delivery services by empirically identifying and describing the forms and determinants of customer expectations.
Design/methodology/approach
A multiple case study of potential early adopters was conducted to explore customer expectations of unattended grocery delivery services. Empirical data collected from direct observations and semi-structured interviews with ten Swedish households were coded and put through a single-case as well as a cross-case analysis revealing emerging patterns from which propositions were formed.
Findings
The iteration of theory and data in the case study resulted in a conceptual model of service expectations and determinants, containing six propositions. The study reveals a clear pattern that consumers expect to save time, gain flexibility and benefit from the ease of use of the service, while they predict sufficient security. Moreover, consumers’ desire open access features from retailers and service providers, integrated product returns service and nondescript hardware designs. The findings suggest that these service expectations are determined by personal needs, technology literacy and situational factors. The identified personal needs are stress reduction, limiting social interaction and increasing spare time.
Research limitations/implications
To support further theory development, this study presents six propositions for the types, forms and determinants of customer expectations of unattended grocery delivery.
Practical implications
This study provides managers with up-to-date insights into customer expectations and offers guidance in designing and developing unattended grocery delivery services.
Originality/value
This study contains the first in-depth analysis of customer expectations of unattended grocery delivery services, which are increasingly used for last mile e-grocery delivery.
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Yulia Vakulenko, Diogo Figueirinhas, Daniel Hellström and Henrik Pålsson
This research analyzes online consumer reviews and ratings to assess e-retail order fulfillment performance. The study aims to (1) identify consumer journey touchpoints in the…
Abstract
Purpose
This research analyzes online consumer reviews and ratings to assess e-retail order fulfillment performance. The study aims to (1) identify consumer journey touchpoints in the order fulfillment process and (2) determine their relative importance for the consumer experience.
Design/methodology/approach
Text mining and analytics were employed to examine over 100 m online purchase orders, along with associated consumer reviews and ratings from Amazon US. Using natural language processing techniques, the corpus of reviews was structured to pinpoint touchpoints related to order fulfillment. Reviews were then classified according to their stance (either positive or negative) toward these touchpoints. Finally, the classes were correlated with consumer rating, measured by the number of stars, to determine the relative importance of each touchpoint.
Findings
The study reveals 12 touchpoints within the order fulfillment process, which are split into three groups: delivery, packaging and returns. These touchpoints significantly influence star ratings: positive experiences elevate them, while negative ones reduce them. The findings provide a quantifiable measure of these effects, articulated in terms of star ratings, which directly reflect the influence of experiences on consumer evaluations.
Research limitations/implications
The dataset utilized in this study is from the US market, which limits the generalizability of the findings to other markets. Moreover, the novel methodology used to map and quantify customer journey touchpoints requires further refinement.
Practical implications
In e-retail and logistics, comprehending touchpoints in the order fulfillment process is pivotal. This understanding helps improve consumer interactions and enhance satisfaction. Such insights not only drive higher conversion rates but also guide informed managerial decisions, particularly in service development.
Originality/value
Drawing upon consumer-generated data, this research identifies a cohesive set of touchpoints within the order fulfillment process and quantitatively evaluates their influence on consumer experience using star ratings as a metric.
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John Olsson, Daniel Hellström and Yulia Vakulenko
The success of last-mile delivery is dependent on consumer acceptance of such services, yet little is known about unattended delivery experience. This paper's purpose is to…
Abstract
Purpose
The success of last-mile delivery is dependent on consumer acceptance of such services, yet little is known about unattended delivery experience. This paper's purpose is to provide empirically based understanding of customer experience dimensions in unattended home delivery.
Design/methodology/approach
Using an engaged scholarship approach, this field study investigated nine households that actively used an unattended delivery service for a period of six to nine months. Empirical data were collected primarily from in-depth interviews.
Findings
The study demonstrates that unattended delivery experience is a multidimensional construct that comprises consumers' cognitive, emotional, behavioral, sensorial, physical and social responses to the service. The empirical evidence provides rich descriptions of each customer experience dimension, and the research offers a framework and propositions on unattended delivery experience.
Practical implications
The results guide and support managers in assessing and developing delivery services using a consumer-centric approach to enhance customer experience.
Originality/value
This research is one of the first to address unattended delivery experience by providing a comprehensive, empirically grounded framework. The results provide a foundation for future investigations of last-mile delivery experience dimensions.
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Yulia Vakulenko, Daniel Hellström and Pejvak Oghazi
The purpose of this paper is to provide a cohesive overview of the available self-service and customer value literature, identify customer value in self-service kiosks (SSKs), and…
Abstract
Purpose
The purpose of this paper is to provide a cohesive overview of the available self-service and customer value literature, identify customer value in self-service kiosks (SSKs), and analyze this value from the customer experience perspective.
Design/methodology/approach
The study comprises a systematic literature review of available works on customer value.
Findings
The paper presents conclusions on the SSK’s technological forms, presence in industries, and conceptual state. The review also provides a cohesive inventory of customer value elements in SSKs. The in-depth analysis proposes two alternative models of the customer value creation process: linear and circular.
Research limitations/implications
The study reveals gaps stemming from the inconsistency and fragmented nature of previous research on customer value in SSKs. The gaps are treated as opportunities for future studies.
Practical implications
By identifying new sources of competitive advantage and new ways to improve customer service strategies and experience management, the findings support managerial decision making at the stages of considering, implementing, and improving SSK networks.
Originality/value
This study is the first to systematically review and provide an inventory of customer value elements in SSKs. It, therefore, offers new perspectives on customer value creation using self-service technology.