A Refined Kano Model Approach to Sustainable Last-Mile Convenience Services and Customer Satisfaction

Background: Last-mile logistics is one of the most complex and cost-intensive segments of supply chains, particularly in densely populated urban environments where rising customer expectations, sustainability requirements, and operational constraints increasingly intersect. Despite growing academic interest, empirical evidence remains limited regarding how convenience-related last-mile service attributes influence customer satisfaction, while the sector is undergoing a revolutionary transformation. Methods: This study applies a refined Kano model to classify last-mile convenience services according to their differentiated effects on customer satisfaction. Data were collected through a structured questionnaire administered to active e-commerce users in a metropolitan area. The methodological approach modifies and extends the traditional Kano framework. Results: The findings reveal clear patterns among last-mile service attributes. Online tracking and preferred payment options function as One-dimensional attributes, proportionally influencing customer satisfaction. Time-based delivery, flexible pickup options, and sustainability-oriented service features appear as Attractive attributes, generating additional increases in service value. In contrast, advanced technological solutions such as drone or autonomous vehicle delivery were perceived as Indifferent attributes. These interpretations are further nuanced by the fuzzy approach. Conclusions: The results provide important insights and validation for consumer-centered service design and support the prioritization of investments aimed at developing sustainable and customer-oriented last-mile logistics systems.