Effect of last-mile supply chain strategies on performance of online supermarkets in Turkey

iiiABSTRACTEFFECT OF LAST-MILE SUPPLY CHAIN STRATEGIES ON PERFORMANCE OFONLINE SUPERMARKETS IN TURKEYDurmu YÖRÜKDepartment of ManagementAfyonkarahisar Kocatepe University, The Institute of Social SciencesFebruary 2007Advisor: Assoc. Prof. Serkan BAYRAKTARO5LUThis study analyze the effect of Last-Mile Supply Chain Strategies onPerformance of online supermarkets in Turkey and which one of these Last-MileSupply Chain strategies is more successful in the eyes of their customers. For thispurpose, first, the relationship between E-Business Quality, Product Quality, ServiceQuality, Prices of Products, Convenience and Time Savings, the factors that areeffective on the performance of online supermarkets, with Performance and second,effect of these factors on Performance of online supermarkets are analyzed.The survey data from customers of online supermarkets that implement?Existing Stores and Direct Delivery? and ?Distribution Center and Use Third PartyLogistic? last-mile supply chain strategies in Turkey are used. The results indicate thatthere is a positive and significant relationship between E-Business Quality, ProductQuality, Service Quality, Prices of Products, Convenience and Time savings withPerformance of online supermarkets that have different Last-Mile supply chainstrategies. In addition, the data shows that the most effective factors on the performanceof online supermarkets are Service quality, Product Quality and Price of Products,respectively. The results are same for the online grocers that have different strategies.Finally, the performance of online supermarket that implements ?Existing Stores andDirect Delivery? strategy is greater than online supermarket that implements?Distribution Center and Use Third Party Logistic? strategy. It supports the hypothesesthat the performance of ?Existing Stores and Direct Delivery? strategy outperforms theperformance of ?Distribution Center and Use Third Party Logistic? strategy.