Research on the impact of in-store logistics on repurchase intentions of consumers in Hanoi

In-store logistics is considered an activity that reflects the overall quality of the logistics system within a business, while also directly impacting consumer satisfaction, which in turn leads to purchasing behavior and repurchases. This affirms that focusing on efforts to effectively implement in-store logistics plays a crucial role in meeting customer needs while ensuring the operational efficiency of the business. The objective of this study is to examine the impact of in-store logistics, including "product", "shelf management", and "return", on "repurchase intention" in supermarkets in Hanoi, through the mediating role of "customer satisfaction". Based on this, the article aims to provide suggestions for retail managers to properly focus on in-store logistics, minimize potential negative impacts, and turn them into driving forces for an effective retail experience.