The Impact of the Quality of Logistics Services in E-Commerce on the Satisfaction and Loyalty of Generation Z Customers

Abstract

With the boom in e-commerce activities in Vietnam, the market size is expected to reach USD 52 billion by 2025, showing that e-commerce is a highly potential market. This also means that the level of competition between businesses is extremely fierce, so it requires optimization in each activity, especially e-logistics, to ensure smoothness, accuracy, and safety in distributing goods to consumers. Therefore, this study focuses on determining which factors of e-logistics activities affect the satisfaction and loyalty of Generation Z customers and their influence. The team collected opinions from 510 customers who had purchased goods through an e-commerce platform and then analyzed them using Smart-PLS3. The results show that delivery time is the most critical factor determining customer satisfaction, while the availability of goods is the factor that contributes the most to the loyalty of Generation Z customers. In the context of e-commerce development in Vietnam, the research has contributed to business enterprises’ scale of e-logistics service quality and assessed the importance of each factor so that enterprises can base on that to evaluate their service quality and improve satisfaction, loyalty to customers, and competitiveness.