Impact of E-Commerce Service Quality on Customer Loyalty: A Case of Vietnam

The study measures service quality and customer loyalty among logistics service providers, with customer satisfaction mediating these variables. The survey questionnaire was used to collect 401 data from consumers in Vietnam. Data were analyzed using least-squares analysis (PLS-SEM). The results show that service quality variables such as customer service; product quality; information quality; delivery service; perceived price, anh reverse logistics positively influence customer loyalty through customer satisfaction. The results show that customer satisfaction has a direct relationship with customer loyalty. The study recommends that service providers need to upgrade and improve the quality of their services