A Hybrid Approach Based on Qualitative and Quantitative Techniques for Analyzing Last-Mile Parcel Delivery

Abstract

Operational excellence in last-mile delivery is becoming increasingly challenging, highlighting the need for a strategic assessment framework to improve decision-making processes. This study aims to provide a strategic assessment tool for last-mile parcel delivery processes, which are critical in terms of service levels, cost management and sustainability. The study presents a comprehensive approach to identify and prioritise feasible strategies by combining qualitative data obtained from expert opinions with Strengths, Weaknesses, Opportunities, and Threats analysis (SWOT) and Multi-Criteria Decision-Making (MCDM) methods. As a result of semi-structured interviews conducted with nine experts, 27 strategic criteria were identified and classified under SWOT dimensions. The 10 strategies developed during the interviews were evaluated by using the Intuitionistic Fuzzy Set (IFS) approach, which considers expert reliability, the Full Consistency Method (FUCOM) for weighting, and the Complex Proportional Assessment (COPRAS) technique for final ranking. There is a clear gap in the literature regarding critical criteria and strategies for last-mile delivery in developing economies. Since it is not possible to implement all strategies simultaneously due to limited resources, the strategies proposed in this study have been prioritised according to their relative importance. While expert-based evaluations in the literature typically assume that experts have equal influence, this study differs from the literature by weighting experts based on their level of experience. This approach not only addresses the gap in strategy and criterion development in the literature but also offers a more realistic and feasible approach from an implementation perspective. The findings show that all strategies are meaningful in improving last-mile performance, but their impact levels vary. "Developing public and corporate strategies for environmental sustainability" stands out as the highest priority strategy with a performance index of 100 points, while "Incorporating parcel transportation-related topics into logistics management education" is considered as the lowest priority strategy with 91.94 points. Limitations of this study arise from the niche nature of the sector and the small sample size.