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Abstract
Last-mile distribution represents a critical stage of the urban supply chain, particularly in the bakery sector, where the short shelf life of products demands frequent and punctual deliveries. The present study aimed to evaluate the impact of route optimization through OptimoRoute software on logistics performance and customer satisfaction in two urban bakeries in Quito, Ecuador. A quantitative approach with a quasi-experimental before-after design was applied to a census population of 255 active customers between December 2025 and January 2026. Data were collected from operational software records and a 15-item structured questionnaire based on the SERVQUAL model, whose reliability was verified through Cronbach's alpha (α > 0.70). Results show reductions of 16.4% in average delivery time and 16% in route distance, together with an increase in the OTIF (On Time in Full) indicator from 79% to 91%. Principal component analysis identified five perceived quality dimensions explaining 77.26% of total variance, and the multiple linear regression model (adjusted R² = .785; F (5, 249) = 186.992; p < .001) indicated that responsiveness (β = 0.874; p < .001) is the main predictor of overall customer satisfaction. The findings support the feasibility of integrating logistics optimization tools in food-sector SMEs to simultaneously improve operational efficiency and perceived service quality.
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