The Impact of Last-Mile Delivery Logistics Service Quality Factors on Customer Loyalty: The Case of Online Shopping in the Mekong Delta Region

In recent years, the importance of last-mile delivery has surged, making it a key factor in the growth of online shopping. This study investigates how logistics service quality impacts customer loyalty within the online retail sector in the Mekong Delta. The quality of last-mile delivery services significantly shapes customers' perceived value, influencing their satisfaction and loyalty. Using qualitative and quantitative methods, the research collected data from 414 customers with online shopping experiences. The analysis identified key logistics service quality factors such as delivery time, reliability, delivery costs, and delivery staff—that positively impact customer perceived value. However, the return rate factor was found to negatively affect customer perceived value. These logistics service quality dimensions collectively impact customer perceived value, which in turn affects customer satisfaction and loyalty in last-mile delivery processes. This study enriches the theoretical understanding of service quality in last-mile delivery while offering practical recommendations to enhance sales and logistics systems within the supply chain. Based on the findings, the study suggests that online retailers should improve customer notifications, establish stringent quality control, implement flexible return and exchange policies, and collaborate with reliable shipping partners. By focusing on these areas, retailers can build greater trust, satisfaction, and loyalty among customers. These improvements not only enhance the logistics service quality but also strengthen the competitive position of retailers in a rapidly evolving market.