A critical assessment of co-creating self-collection services in last-mile logistics

Abstract

Purpose E-commerce last-mile logistics is undergoing dramatic changes. By inviting consumers to participate in self-collection, they collectively form a mass crowd of resources that can be integrated into last-mile logistics. However, consumers' participation may lead to a spectrum of value outcomes from value co-creation to co-destruction. Therefore, the purpose of this paper is to critically examine the value formation process focussing on micro-level practices and resource outcomes. Design/methodology/approach Anchored on practice theory and resource conservation theory, content analysis is adopted to analyse 546 practice-based experiences extracted from a leading social media platform. Findings The analysis reveals five sequential practices of self-collection: purchasing, delivering, notifying, receiving and confirming. Furthermore, the co-created practices are characterised by gains in material, esteem, social and energy resources of the interacting actors. Meanwhile, the co-destructed practices cause a chain of resource losses, where the interacting actors suffer primary losses which subsequently triggers consumers' coping behaviours and further destroys resources for all. Research limitations/implications Focussing on constituent service practices, this study zooms into the value formation process. The authors contribute to logistics literature with a service-dominant logic by stressing end-consumers' involvement in the creation and consumption of last-mile logistics. Originality/value This study conceptualises the sources and consequences of the nuanced service practices (value formation or destruction) of self-collection. A unified framework is thus proposed, which guides logistics service providers to channel consumers towards more constructive participation in last-mile logistics.