Abstract

The rapid growth of e-commerce has increased the strategic importance of last-mile delivery as a critical determinant of customer satisfaction and retention. This study examines consumer perceptions of last-mile delivery performance in the Greece e-commerce market, focusing on Millennials and Generation Z. Data were collected from 1252 consumers through a structured questionnaire covering demographics, online purchasing behavior and satisfaction with third-party logistics (3PL) services. Reliability analysis confirmed strong internal consistency of the measurement scales. The findings show that Greek logistics service providers generally meet consumer expectations at a moderate-to-high level, particularly in tracking information, pre-order information and service quality. However, delivery time, communication during delays and compensation procedures remain weaker service dimensions. Comparative analysis revealed no significant differences in satisfaction between Millennials and Gen Z. Regression analysis demonstrated that communication quality, delivery execution and problem resolution positively affect satisfaction, while longer lead times reduce it. Furthermore, positive customer experience significantly increases future intention to continue online shopping, highlighting the strategic importance of efficient last-mile delivery.

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