Why Green Logistics Services and Service Quality Matters for Customer Satisfaction of E-Commerce's Last Mile Delivery?

The increasing number of transactions in e-commerce has an impact on the last-mile delivery usage. So, it will influence the service providers by aligning their strategies to fulfill the customers expectations. In this research, the factors which influence customer perceived value, as mediating role, and customer satisfaction, like information quality, delivery quality, personnel contact quality, perceived price, and green logistics services are analyzed through this research by utilizing questionnaire with cross-sectional and PLS-SEM method. The research included 228 participants with prior experience using e-commerce same-day delivery services. Afterward, the assessment of these variables involves employing SmartPLS 4.0 for both hypothesis testing and importance-performance analysis. According to the results, the findings highlight information quality, delivery quality, personnel contact quality, and customer perceived value have significant roles in customer satisfaction. In the other hand, perceived price and green logistics services has a significant role to the customer satisfaction when customer perceived value is involved as a mediating role. Additionally, this study utilizes importance-performance analysis to evaluate the importance of the constructed variables in impacting customer satisfaction within the context of same-day delivery services in e-commerce.