Customer expectations of unattended grocery delivery services: mapping forms and determinants

Abstract

PurposeIn 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/approachA 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.FindingsThe 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/implicationsTo support further theory development, this study presents six propositions for the types, forms and determinants of customer expectations of unattended grocery delivery.Practical implicationsThis study provides managers with up-to-date insights into customer expectations and offers guidance in designing and developing unattended grocery delivery services.Originality/valueThis 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.