Innovative Delivery Methods in the Last-Mile: Unveiling Consumer Preference

Abstract

Background: Consumer preferences are one of the most dominant factors shaping the implementation of last-mile delivery innovations. This study investigates how innovative delivery methods affect consumers' last-mile delivery preferences and focuses on understanding consumer expectations for integrating these methods. Methods: A discrete choice experiment was implemented. Data from 480 participants in Istanbul were analyzed by multinomial logistic regression using the Apollo package in R Studio. Results: For the selection of delivery to the address, the delivery price, delivery term, and the delivery time window are significant attributes. However, the delivery method and information and tracking attributes do not emerge as decisive attributes in this choice. For the selection of delivery points, the delivery price, delivery term, distance, pick-up accessibility, information and tracking, and the delivery method have been identified as key influencing attributes. Conclusions: The study suggests actionable recommendations aimed at improving negative perceptions of delivery points, advocating for harmonized regulatory frameworks, strategically integrating technology, and developing delivery schedules to enhance overall service quality. This study fills a gap in the literature by examining different last-mile delivery attributes and locations. It also provides valuable insights in understanding consumer expectations and innovative delivery methods.