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PurposeThe aim of this paper is to identify the impact of logistics performance on consumer satisfaction and store image in the retail context.Design/methodology/approachThe authors conducted a quantitative study with a sample of 201 consumers. The questionnaire is the instrument that was chosen to collect the data. Data processing was carried out using the statistical package for the social science (SPSS). The data analysis was conducted in two phases. The first phase consisted of testing the reliability and validity of the measurement scales. While the second phase of data processing consisted of testing the research hypotheses on the basis of data collected in the field.FindingsThe results of this research are as follows: consumer satisfaction positively affects their loyalty to the store. The results also indicate that store image affects the satisfaction of consumers. Indeed, “service quality” is often evaluated as a source of differentiation affecting consumer satisfaction. Concerning the effect of logistics performance on consumer satisfaction, the factor “product availability” was found to be the major factor affecting consumer satisfaction. A lack of logistics performance, in the context of retailing, negatively affects consumer satisfaction. On the other hand, when the consumer gets the right quantities at the right time, this can positively affect his satisfaction.Originality/valueAll studies carried out on this subject have presented an evaluation of the performance measures used in supply chain models. However, the results of these works were different in terms of performance measurement. It is difficult to specify the impact of logistics performance with only two variants (checkout level, and shelf level) in the retail context. Moreover, research related to this field in Morocco remains unexplored. In this context, it is necessary to explore the links between logistics performance, store image and consumer behavioral intentions in the Moroccan retailing context while taking into account three variants of logistics performance, which are: checkout level, shelf level and product disponibility.

L’objectif de notre article est de consolider les connaissances sur la logistique urbaine en matière de piliers, d’acteurs et d’enjeux et de présenter l’état et les voies d’amélioration de la logistique urbaine au Maroc. Les constats du diagnostic de la logistique urbaine à savoir le contexte du territoire urbain, les habitudes d’achat de consommateur, la réglementation relative à la logistique urbaine et les attentes des transporteurs, développés dans ce papier donnent d’une part un aperçu sur l’état de la recherche en logistique urbaine, et d’autre part, ils dressent un état des lieux de la logistique urbaine au Maroc et de ses orientations futures.

The use of pick-up points by consumers is one of the most developed areas of research in the literature on last-mile logistics over the last decade. In this regard, several researchers have attempted to expose the factors that influence consumers’ online shopping behavior and their willingness to use pick-up points. However, no study has addressed this issue in African countries. The aim of this research is to examine the online shopping behavior of Moroccan consumers, focusing on their opinions about using pick-up points to receive/return goods purchased online. This research adopted a qualitative approach through focus group sessions with Moroccan consumers. The results indicate that temporal and spatial flexibility, competitive prices, and the quality of the retailer’s website are the main factors encouraging consumers to buy online. On the other hand, product risk, delivery risk, privacy, and security were identified as the factors that prevent consumers from buying online. In contrast, the location, density, security, and opening hours of pick-up points were considered to be the factors that influence the Moroccan consumer’s choice to use this delivery option when buying online. These findings are important both for parcel delivery companies that want to establish pick-up point networks in Casablanca and for public authorities and local communities that want to formulate policies and implement strategies leading to more sustainable urban environments.

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