Abstract
Intense competition in the South African fast-moving customer goods (FMCG) retailing industry often results in price wars that encourage customer switching behaviour. Time and place utility provided by distribution, equates to customer service and forms part of the competitive strategy of retailers. Solving last-mile logistical problems in-store could be a valuable strategy in differentiation and building customer loyalty. The purpose of this study was to explore the nature of logistics-related customer complaints concerning South African mass grocery retailers (MGR) as lodged on customer complaints website Hellopeter.com, pertaining to the three largest MGR groups for the period of one year ending August 2016...