Summary-The growing demand for fast and accurate deliveries in e-commerce has driven the relevance of improving the efficiency of online shopping deliveries. This study analyzes the impact of advanced GPS technology on delivery times and customer satisfaction in Guatemala. Through a survey of 75 participating students from urban areas, online shopping patterns, perception of GPS accuracy, and the usefulness of real-time updates during the delivery process were investigated. The results show that, although participants are generally satisfied with the deliveries, GPS accuracy is crucial for the perception of service quality. In addition, there is a willingness to pay more for a service that includes advanced GPS, which shows a growing demand for accuracy and efficiency in deliveries. The adoption of this technology allows companies to optimize routes, reduce times and offer a more reliable delivery experience for the user. This study underscores the importance of implementing advanced technologies, such as high-precision GPS, to improve operational efficiency and customer satisfaction in the online grocery sector in Guatemala. However, the lack of geographical diversity in the sample limits the applicability of the results in broader contexts, an aspect that should be considered in future research.
