The Human Factor in Last-Mile Logistics in Morocco : The Impact of Delivery Drivers Stress and Well-being on Customer Loyalty

Neffar Fatima Ezzahra, Mounya Chahboune

This study investigates the role of last mile delivery workers’ psychological well being in shaping customer satisfaction and loyalty in Morocco’s COD dominated e-commerce. Drawing on the Job Demands Resources (JD R) model, the article examines how job demands and resources affect delivery workers’ stress and, indirectly, customer satisfaction. Results indicate that burnout is negatively associated with customer satisfaction, whereas organizational support strengthens worker engagement.