The Impact of Customer Relationship Management (CRM) on Logistics Service Quality in Road Transport Companies in Hanoi, Vietnam

Purpose: This study evaluates the impact of Customer Relationship Management (CRM) implementation on service quality in road freight logistics companies in Hanoi, Vietnam. Design/Methodology/Approach: A mixed-methods approach was implemented, combining quantitative data from surveys of 142 road transport enterprises and analyzed using SPSS software. CRM practices were analyzed across three dimensions: Customer Relationship Management (CRM), logistics service, service quality. Findings: The findings reveal that CRM adoption significantly improves logistics service quality, with customer support and personalization showing the strongest positive effects. However, many firms still rely on traditional methods, highlighting a gap between CRM's potential and current practices. The study contributes to the theoretical understanding of CRM in logistics and provides actionable recommendations for enhancing operational efficiency and customer satisfaction in Vietnam's growing logistics sector. Research limitations/ Implications: The study is restricted to Hanoi and might not be representative of all Vietnamese industrial companies. The dataset should be expanded across industries and geographies in future studies. Originality/value: This study contributes both theoretically and practically to the field of Logistics. Theoretically, it proposes a specific evaluation model to assess the impact of CRM on Logistics service quality, providing a theoretical foundation for future research, particularly in the Vietnamese context. Practically, the study offers optimization solutions for CRM implementation to enhance service quality in road transport companies, tailored to Vietnam's specific conditions. Additionally, it provides actionable recommendations to help businesses effectively adopt CRM, thereby improving competitiveness and better meeting customer demands. Keywords: CRM, customer relationship management, logistics service quality, road freight transport, Hanoi Vietnam.