Purpose: This study analyzes the factors contributing to customer satisfaction in the context of e-commerce by examining the influence of delivery timeliness and robust detection systems, specifically proposing a mediation model among Shopee users in Indonesia.
Research Methodology: This study employed a quantitative approach, gathering data through an online survey involving 664 respondents. The collected data were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of SmartPLS software.
Results: The findings show that delivery timeliness significantly and positively affects online tracking (β = 0.207, t = 5.551, p < 0.001) and customer satisfaction (β = 0.525, t = 20.939, p < 0.001).Online tracking also positively affected customer satisfaction (β = 0.439, t = 26.538, p < 0.001) and significantly mediated the relationship between delivery timeliness and customer satisfaction (indirect effect = 0.091, t = 5.600, p < 0.001). The model explains 56.2% of the variance in customer satisfaction (R² = 0.562).
Conclusions: Timely delivery and online tracking are essential for customer satisfaction. Satisfaction is highest when physical delivery is combined with transparent information.
Limitations: This study focused exclusively on logistics, excluding factors such as price and product quality. Non-probability sampling may limit the generalizability of the study findings.
Contributions: This study contributes to the literature by empirically testing online tracking as a mediator in emerging markets. This study provides managerial implications for e-commerce providers to prioritize investments in real-time tracking infrastructure.