Exploring the impact of student accommodations delivery restrictions on last-mile delivery
Résumé
Background: Despite the rapid growth of e-commerce and increasing reliance on online shopping among university students, many student accommodation environments impose delivery restrictions that hinder last-mile delivery (LMD), particularly by prohibiting staff from accepting parcels on behalf of residents. Objective: This study examined the impact of delivery restrictions on students’ LMD experiences and online shopping behaviour, with specific focus on delivery outcomes, behavioural adaptations and delivery preferences. Methods: A quantitative research approach was adopted using a self-administered online questionnaire. Data were collected from 474 university students residing in Auckland Park and Braamfontein, South Africa. The questionnaire captured information on delivery experiences, coping mechanisms, online shopping frequency and preferred delivery features. Results: The findings indicate that delivery restrictions pose significant barriers to seamless LMD, disrupt students’ academic and leisure routines, and contribute to delivery delays, high delivery fees and long waiting times. These challenges often result in reduced online shopping frequency and, in some cases, abandonment of online purchases. Conclusion: The study concludes that delivery restrictions within student accommodation negatively affect the convenience, reliability and overall satisfaction associated with LMD services, ultimately influencing students’ repurchasing intentions. The findings underscore the need for more flexible, affordable and student-centred delivery solutions, such as smart lockers and improved communication systems, to better accommodate this market segment. Contribution: This study provides empirical insight into the under-explored impact of accommodation-based delivery restrictions on student consumers and highlights opportunities for improving LMD service design in urban student markets.
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