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Understanding consumer preferences for logistics services within online retailing of fresh products: A research conducted on Swedish consumers
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background 

In the context of booming e-commerce, logistics service is an opportunity as well as a challenge for fresh products e-retailers and their logistics service providers (LSPs). In fact, they offered various fancy logistics services, like evening home delivery, same-day delivery and recyclable packaging. However, it will lead to a high cost. So, it is necessary for them to understand consumer preferences for logistics services to obtain their satisfaction and loyalty as well as to decrease the logistics costs. 

Purpose 

The purpose of this study is to investigate consumer preferences for logistics services within online retailing of fresh products in Sweden. 

Method 

To fulfill the research purpose, a quantitative research is conducted by employing the full-profile conjoint analysis. The quantitative data in a raw form were collected from the questionnaire, which has investigated 161 respondents in Sweden for rating nine logistics service profiles. To reduce the respondents’ evaluation task, the profiles are generated by orthogonal design in SPSS 24.0. The data analysis is conducted by conjoint analysis module in the software. 

Conclusion 

The results show that free home delivery is the preferred choice and green packaging material is much more attractive than ordinary one. Delivery speed does not appear to be so important comparing with the other attributes, which means the respondents could accept the delivery within one week. To extent, the respondents are very cost conscious, but they are still willing to make trade off for the premium logistics services. For example, they could accept 1-50 kronor delivery fee when they select home delivery with green package marticals. Therefore, e-retailers and their LSPs can focus on how to balance free shipping and certain delivery costs in different contexts. 

Place, publisher, year, edition, pages
2018. , p. 105
Keywords [en]
Food supply chain management, Logistics services, Fresh products, Online retailing, Consumer preferences, Conjoint analysis
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39797ISRN: JU-IHH-FÖA-2-20180690OAI: oai:DiVA.org:hj-39797DiVA, id: diva2:1213410
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-06-27 Created: 2018-06-04 Last updated: 2018-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf