Abstract

Purpose: This study investigates the impact of delivery services (DS) on customer loyalty (CL) in Vietnamese cross-border fashion e-commerce (CBEC), focusing on the dual mediating roles of customer satisfaction (CS) and trust (CT). Design/Methodology/Approach: We conducted a quantitative survey of 668 Vietnamese consumers who purchased fashion products via CBEC platforms in the past 12 months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. Findings: DS significantly influenced CS (β = 0.677, p < 0.001) and CT (β = 0.702, p < 0.001). CS exhibited a stronger direct effect on CL (β = 0.581) than CT (β = 0.264), with both mediating the DS-CL relationship (CS: β = 0.393; CT: β = 0.185). The model explained 62.3% of the CL variance (R² = 0.623), revealing a satisfaction-dominant loyalty pathway unique to Vietnamese consumers. Originality/Value: This is the first study to validate a dual-mediation model in Vietnamese CBEC, contributing to the consumer behavior theory in emerging markets. Practical Implications: Retailers and platforms should prioritize delivery speed and reliability to enhance satisfaction and trust, driving customer retention in Vietnam’s growing CBEC market.