Abstract

Purpose: This research seeks to investigate the impact of last-mile delivery efficiency (LDE) on consumer perceptions of service quality (PSQ) and specifically the dual role of consumer time sensitivity (CTS) as a mediator and moderator of this impact. As the strategic significance and complexity of last-mile delivery in e-commerce have grown, this research combines marketing and logistics viewpoints. Research design, data and methodology: There was a quantitative online survey of 310 Turkish e-commerce consumers through a purposive sampling technique. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine the structural relationships among constructs. The measurement items were adapted from existing scales and were examined for reliability and validity. Results: The findings reveal that LDE positively affects CTS and PSQ. Furthermore, the effect of LDE on PSQ is mediated by CTS. CTS negatively moderates the effect, indicating that time-sensitive customers can be ever more demanding, diluting the positive impact of delivery efficiency. Conclusions: The results offer managerial and theoretical contributions. Theoretically, the research develops Service-Dominant Logic and Expectancy-Disconfirmation Theory applications within logistics settings. Managerially, it emphasizes the need to manage time-based consumer expectations by real-time delivery communication and personalized options.