EXPLORING THE ROLE OF REAL-TIME TRACKING AND DELIVERY ACCURACY IN ENHANCING E-COMMERCE CUSTOMER SATISFACTION: AN EMPIRICAL STUDY ON COURIER SERVICES IN INDONESIA

Abstract

The rapid growth of e-commerce in Indonesia has not only increased transaction volumes but also intensified the demand for courier services that are fast, accurate, and transparent. In this context, Real-Time Tracking (RTT) technology and delivery accuracy have become two critical factors that shape the customer experience. This study aims to examine the influence of Real-Time Tracking (RTT) and delivery accuracy on e-commerce customer satisfaction, both individually and simultaneously. A quantitative research approach was employed by using a survey method to collect data from 100 active e-commerce consumers in urban areas of Indonesia. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings indicate that both independent variables contribute positively and significantly to customer satisfaction. Delivery accuracy exhibits the strongest influence; however, the support of real-time tracking technology further enhances customers’ positive perceptions. These results highlight the importance of integrating digital innovation with operational reliability to create logistics services that are responsive, adaptive, and customer-oriented. Practically, the study provides a foundation for formulating competitive delivery service strategies within the rapidly evolving e-commerce landscape.