The rapid growth of e-commerce has transformed consumer behavior, particularly among Generation Z, whose unique preferences and digital proficiency shape the online retail landscape. This study explores the multifaceted factors influencing Generation Z's purchasing decisions on e-commerce platforms, extending the focus beyond traditional elements like product features and website design. This study aims to explore the influence of delivery service quality among logistics providers on Generation Z's online purchasing decisions, emphasizing its role in shaping customer satisfaction and loyalty in e-commerce contexts. utilizing an inductive constructive approach, while incorporating insights from recent literature on logistic service quality, e-commerce, generational characteristics, and service quality theory, this research examines how dimensions such as delivery speed, flexibility, tracking visibility, and cost transparency impact the online shopping experience. We suggest that delivery service quality is intricately linked to Generation Z's preference for convenience, real-time communication, and ethical business practices, including sustainable delivery options. In this context, the study posits that with growing consumer expectations for seamless logistics experiences, the pressures on logistics providers to innovate and meet these standards are heightened, particularly when targeting a digitally adept demographic like Generation Z. Furthermore, such expectations intensify in competitive e-commerce environments, where differentiation often hinges on superior delivery performance. Our findings offer novel insights into how logistics providers and e-commerce platforms can align delivery services with Generation Z’s unique preferences, ensuring satisfaction and fostering long-term loyalty and providing actionable insights for e-commerce platforms to refine their strategies. By addressing these dynamics, businesses can not only enhance customer retention but also establish a competitive advantage in the evolving digital marketplace.
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