Assessing the expectations of Generation Z customers towards last-mile delivery in E-commerce: A case study in Ho Chi Minh City

Abstract

This study focuses on assessing the impact of various factors influencing Generation Z consumers' expectations of last-mile delivery services when purchasing goods on e-commerce platforms within Ho Chi Minh City (HCMC), to improve service quality and propose delivery processes for efficient last-mile delivery. What is new compared to previous studies is the emphasis on the impact of environmental protection policies and green initiatives on the expectations of Gen Z customers. In this study, the authors propose the factor "Environmental Protection Policy" to build a scale to measure customer expectations in last-mile delivery service. A survey involving 435 participants who belong to Gen Z and frequently utilize e-commerce services in HCMC provided the primary data for this analysis. Utilizing quantitative analytical techniques, including Cronbach's alpha reliability test, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and multiple regression analysis, this research tested several hypotheses. The results corroborate that the expectations of Gen Z consumers regarding delivery services on e-commerce platforms in HCMC are significantly shaped by five pivotal factors: Delivery speed, reliability, responsiveness, environmental protection policy, and cost. The study notably highlights cost as the predominant factor exerting the most substantial influence on the expectations concerning last-mile delivery services. This study has made a significant contribution to the body of knowledge that e-commerce platforms and logistics firms may use to raise the bar for delivery services that Gen Z consumers anticipate.