Comparative analysis of study results on e-commerce customer preferences in last-mile delivery in Poland

Analiza porównawcza wyników badania preferencji konsumenckich w zakresie dostaw ostatniej mili w e-handlu w Polsce

The main aim of the paper is a comparative analysis of the research results presented in four research projects on e-customer preferences in last-mile delivery conducted recently on the Polish e-commerce market as: Gemius Poland, PostNord and Łukasiewicz Research Network – Institute of Logistics and Warehousing Network, and own research financed by Polish National Science Center under the title "Sustainable last-mile logistics and e-commerce returns. Perspective of various stakeholder groups". E-customers in Poland are mainly guided by price, safety and delivery service standards; trust in the supplier is also important. Interestingly, in the context of the development of pro-ecological trends, it is still of minor importance for Polish e-customers whether the delivery is environmentally-friendly, including whether it is possible to return the goods in an "environment-friendly" manner. A comparative analysis of research projects regarding e-customer preferences allows to identify similarities and differences in the scope of research results, identify a cognitive gap, and define directions and recommendations for further e-customer market research. The results obtained may also contribute to the formulation of recommendations for e-commerce and logistics companies regarding e-customer preferences for last-mile delivery to increase customer satisfaction, improve efficiency, and create competitiveness.

Głównym celem artykułu jest analiza porównawcza wyników badań dotyczących rynku e-commerce przedstawionych w czterech projektach badawczych zrealizowanych przez takie instytucje, jak: Gemius Polska, PostNord oraz Sieć Badawcza Łukasiewicz – Instytut Logistyki i Magazynowania oraz badań własnych autorów finansowanych przez Narodowe Centrum Nauki w ramach projektu „Zrównoważona logistyka ostatniej mili a zwroty w e-commerce. Perspektywa różnych grup interesariuszy”. E-klienci w Polsce kierują się głównie ceną, bezpieczeństwem i standardami obsługi dostawy, ważne jest także zaufanie do dostawcy. Co ciekawe, w kontekście rozwoju trendów proekologicznych dla polskich e-klientów wciąż niewielkie znaczenie ma to, czy dostawa jest przyjazna środowisku oraz czy istnieje możliwość zwrotu towaru w „ekologiczny” sposób. Analiza porównawcza projektów badawczych dotyczących preferencji e-klientów pozwala wskazać podobieństwa i różnice w zakresie wyników badań, zidentyfikować lukę poznawczą oraz określić kierunki i rekomendacje dla dalszych badań rynku e-klientów. Uzyskane wyniki mogą również przyczynić się do sformułowania rekomendacji dla firm e-commerce oraz logistycznych, dotyczących preferencji e-klientów w zakresie dostaw ostatniej mili w celu zwiększenia satysfakcji klientów, poprawy efektywności i budowania konkurencyjności.

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