無店舖行銷的方式愈來愈蓬勃，然而後續的實體商品交付亦是交易關鍵，即所謂的「最後一哩」。國內網路購物後勤方面，結合新興的宅配業者與已相當普遍的便利商店，另一方面，便利商店亦推出型錄預購服務，不論是網路購物或型錄預購皆是將消費者所訂購之商品，送到24小時營業的便利商店門市由消費者主動領取，或是由全年無休的宅配公司送到消費者手中。然而，整體而言看似相當方便的訴求下，結合店舖、網路與宅配的服務型態在服務傳遞過程當中，消費者知覺的服務品質如何？因此，本研究以深度訪談的方式，試圖由消費者之經驗來探討其服務傳送品質。
本研究依消費者購物方式（網路購物、型錄預購）及取貨方式（7-Eleven取貨、宅急便送到府），分為四種消費類型，A型為網路購物後，7-Eleven取貨、B型為網路購物後，宅急便送到府、C型為7-Eleven預購後，7-Eleven取貨、D型為7-Eleven預購後，宅急便送到府。運用CIT分類方法，將服務失誤與滿意歸類為三大類：服務傳送系統所造成的不滿與滿意、是否能夠主動回應顧客需求所造成的不滿與滿意、顧客與服務人員接觸時所造成的不滿與滿意。
研究結果發現：各類型消費者綜合而論，以上三類服務缺失與服務滿意所佔比例與學者過去研究高接觸型服務產業（航空業、餐廳、飯店）結果不同，高接觸型產業普遍在顧客與服務人員接觸時所造成滿意與不滿意的比例偏高，而此研究中，以服務傳送系統所佔比例最高，其次為顧客與服務人員接觸方面，能夠主動回應顧客需求所佔的比例最少。有六成受訪者表示對於服務滿意，然而由訪談過程中可得知多數消費者仍對於目前的服務有所期望，且服務缺失多可歸因於服務傳遞中的細部訊息溝通方面，業者在服務設計及了解顧客需求上極待加強。

Non-store marketing is rising and flourishing, and delivering the consumers’ orders is also the critical part, that is the so-called “last mile issue”. In Taiwan, the present logistical service of most Internet shopping company is cooperating with home delivery companies and conveience stores to service the consumers. On the other hand, consumers are able to pre-purchase goods through the catalog provided by conveience stores for these three years. No matter the Internet shopping or catalog reservation, consumers could receive goods from the conveience stores or delivering by home delivery companies. These schemes seem very conveience and great for consumers, however, how about it’s service quality? The primary methodology of this research is depth interviewing through consumers’ experience to understand the service delivering quality in combing store, Internet and home delivery.
The interviewees are divided into four types according to the different ways of goods ordering (Internet shopping or catalog reservation) and receiving (7-Eleven act as the pick-up points or delivering goods to homes by Takkyubin), the A type：consumers order goods from Internet and pick-up from 7-Eleven, B type：consumers order goods from Internet and deliver to homes by Takkyubin, C type：consumers pre-purchase goods from 7-Eleven and pick-up from 7-Eleven, D type：consumers pre-purchase goods from 7-Eleven and deliver to homes by Takkyubin. This study use the classification of critical incident technique to categorize the particular events that cause customers to distinguish very satisfactory service encounters from very dissatisfactory ones. The sorting of incidents resulted in three major groups including service delivery system, company response to customer needs, and encounter with employees.
With combining the result of all the types of consumers that different from the previous study conducted in the high-contact service (hotels, restaurants, and airlines), most satisfactory and dissatisfactory events lies in encountering with employees. However in this study, service delivery system is of the most frequent occurrence category, the second is encounter with employees, the less is company response to customer needs. There are sixty percent interviewees show that the service satisfy their needs but most of them express they have further expectation for the service providers. Most service defects could attribute to detailed communication gap, the study also imply that service providers should have extremely improvement in service design and consumer needs.

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