The role of customer trust and satisfaction in the relationship between logistics service quality and repurchase intention: An empirical research on generation Z

Businesses have come to realize that increasing the satisfaction rate of online shopping customers and fostering repurchases from existing customers, at a significantly lower cost than acquiring new customers, is a more efficient and effective approach. Research indicates that the quality of logistics services plays a crucial role in forming repurchase behavior. Moreover, considering the fast adaptation capability of Generation Z individuals to emerging technologies, it is presumed that this generation may exhibit different preferences in repurchase intentions. Hence, there is a need to investigate the roles and effects of customer satisfaction and customer trust as antecedents influencing repurchase intentions within the context of Generation Z individuals' perceptions of logistics service quality. This research aims to identify the mediating effects of customer satisfaction and customer trust on the influence of Generation Z individuals' perceptions of logistics service quality on their repurchase intentions. The study was conducted based on an online survey, utilizing previously validated and reliable scales from the literature. The data set was obtained through an online questionnaire survey, resulting in a total of 706 valid responses. Six main hypotheses were developed and statistically analyzed using SPSS and AMOS software packages, including normality tests, sample adequacy tests, exploratory factor analysis, confirmatory factor analysis, correlation analysis, regression analysis, and mediation effect analyses. The findings indicate that Generation Z individuals' perception of logistics service quality in online shopping positively and significantly influences their repurchase intentions. Additionally, it was revealed that customer satisfaction and customer trust act as mediating factors in the relationship between logistics service quality perception and repurchase intentions. Moreover, the research involved conducting differential analyses based on demographic variables such as gender, marital status, and age. In conclusion, the study highlights the crucial role of customer satisfaction and customer trust in mediating the relationship between logistics service quality perception and repurchase intentions among Generation Z consumers. The results of the research contribute both to practical applications and offer valuable insights for future studies.