THE IMPACT OF LAST-MILE DELIVERY LOGISTICS SERVICE QUALITY FACTORS ON CUSTOMER LOYALTY: THE CASE OF ONLINE SHOPPING IN THE MEKONG DELTA REGION

Abstract

Recently, last-mile delivery has become a key component in the expansion of online shopping. This research investigates the impact of logistics service quality (LSQ) on customer loyalty within the online retail sector in the Mekong Delta. It used a mixed-methods approach, including semi-structured interviews with logistics professionals and online shoppers to develop the research model, along with a survey of 414 customers for quantitative analysis. Structural equation modeling with SmartPLS tested the proposed relationships. Results indicate that important LSQ elements—delivery time, reliability, cost, and staff service—positively impact perceived value, which then influences satisfaction and loyalty. Conversely, a higher return rate diminishes perceived value. Interactions with delivery staff had the most significant impact on customer perceptions. This study advances theoretical insights into last-mile service quality and suggests practical measures such as improving customer communication, implementing fair return policies, and forming reliable delivery partnerships to enhance trust and loyalty in a competitive market.