Examining the effects of service and product quality on customer loyalty through satisfaction: Evidence from a logistics provider in Ho Chi Minh city

This study aims to determine the effect of service quality on customer satisfaction, the effect of product quality on customer satisfaction, the effect of customer satisfaction on customer loyalty, the effect of service quality on customer loyalty, the effect of product quality on customer loyalty, the effect of service quality on customer loyalty through customer satisfaction, and the effect of product quality on customer loyalty through customer satisfaction. This research was conducted at Gemadept Logistics, Ho Chi Minh City, involving 98 customers. Data analysis used path analysis with the Partial Least Square (PLS) model and t-test. The findings reveal that service quality does not significantly affect customer loyalty, while product quality and customer satisfaction do. Both service quality and product quality significantly impact customer satisfaction. However, customer satisfaction does not play a mediating role in the relationship between service/product quality and loyalty.