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Purpose: This paper aims to use Bayesian network (BN) methodology complemented by machine learning (ML) and what-if analysis to investigate the impact of digital technologies (DT) on logistics service quality (LSQ), employing the service quality (SERVQUAL) framework. Design/methodology/approach: Using a sample of 244 Italian firms, this study estimates the probability distributions associated with both DT and SERVQUAL logistics, as well as their interrelationships. Additionally, BN technique enables the application of ML techniques to uncover hidden relationships, as well as a series of what-if analyses to extract more knowledge. Findings: The results show that the average probability of firms investing in DT for analytics (DTA) is higher than that of investing inDT for immersive experiences (DTIE). Furthermore, adopting both offers only a moderate likelihood of successfully implementing SERVQUAL logistics. Additionally, certain technologies may not directly influence some SERVQUAL dimensions. The application of ML reveals hidden relationships among technologies, enhancing the predictions of SERVQUAL logistics. Finally, what-if analyses provide further insights to guide decision-making processes aimed at enhancing SERVQUAL logistics dimensions through DTA and DTIE. Originality/value: This research delves into the influence of DTIE and DTA on SERVQUAL logistics, thereby filling a gap in the existing literature in which no study has explored the intricate relationships between these technologies and SERVQUAL dimensions. Methodologically, we pioneer the integration of BN with ML techniques and what-if analysis, thus exploring innovative techniques to be used in logistics and supply-chain studies. [ABSTRACT FROM AUTHOR]