How to Design a Business Model for Sustainable Last-mile Delivery and Returns from E-Customers’ Expectations Perspective?

The paper aims to identify business models for sustainable last-mile delivery, which are the most preferred by e-customers, and assess the impact of those models on the environment, economics, and society. To achieve the purpose, the authors conducted a survey with conjoint analysis, the Delphi method, and the MCDM: Promethee-Gaia. Research shows that, in choosing a delivery method, price is the most significant factor for e-customers. However, the business models for last-mile delivery and return preferred by e-customers were not considered as sustainable by experts. These models create value for customers but not for the urban community at large. Research shows that there are business models for last-mile delivery that can offer a compromise between creating value for e-customers and co-creating value for the city. The results offer valuable guidelines for both courier companies and local governments.