Abstract

Purpose: This study aims to analyze how six logistics service quality components impact customer satisfaction and loyalty in the context of e-commerce distribution in Vietnam. It focuses on exploring how these elements, including customer service, delivery service, reverse logistics, product quality, product availability, and information quality influence customer satisfaction and loyalty. Research Design and Methodology: A mixed-methods approach was adopted, combining qualitative interviews with a quantitative survey conducted between January and May 2025. Using non-probability sampling, 327 valid responses were collected from online customers. Structural Equation Modeling (SEM) was used to analyze the relationships between the six aforementioned elements, customer satisfaction, and loyalty. Results: The findings show that five components - customer service, delivery service, reverse logistics, product quality, and product availability - positively influence customer satisfaction. Among them, product availability shows the strongest effect, whereas information quality has no significant impact. The results also confirm that higher customer satisfaction leads to greater customer loyalty. Conclusions: This study contributes to the understanding of logistics service impacts in digital marketplaces. It offers practical implications for e-commerce firms and policymakers aiming to enhance service performance, improve customer satisfaction, and foster long-term customer loyalty in competitive online environments.