The role of reverse logistics factors in shaping repurchase intention on e-commerce platforms among Generation Z in Vietnam

• Examines how reverse logistics service quality influences satisfaction, trust, and repurchase intention. • Timeliness, compensation, empathy, and convenience significantly enhance customer satisfaction. • Compensation, empathy, convenience, and return policy positively influence customer trust. • Information and communication quality show no significant effect on Gen Z reverse logistics evaluation. • Satisfaction and trust are key drivers of repurchase intention in reverse logistics services. Reverse logistics has become a critical component in shaping post-purchase experiences on e-commerce platforms, particularly among Generation Z consumers in emerging markets. This research examines the influence of seven key reverse logistics service quality factors: information quality, communication quality, timeliness, compensation, empathy, convenience, and return policy, on customer satisfaction and trust, and how these factors subsequently affect repurchase intention in the context of e-commerce in Vietnam. Adopting a quantitative research design, data were collected from 375 valid respondents and analyzed using PLS-SEM. The findings reveal that timeliness, compensation, empathy, and convenience significantly enhance customer satisfaction, while compensation, empathy, convenience, and return policy positively influence trust. In contrast, information quality and communication quality were not found to have significant effects. Both satisfaction and trust emerged as strong predictors of repurchase intention, underscoring their mediating roles in the relationship between reverse logistics service quality and customer repurchase intention. The results offer practical implications for e-commerce platforms seeking to improve post-purchase service design and retain young consumers. By optimizing key service aspects such as timeliness, compensation, empathy, and convenience, e-commerce platforms can deliver a smoother and more satisfying post-purchase experience. Strengthening return policies also plays a crucial role in building trust – an essential factor in encouraging repeat purchases. These improvements not only drive repeat purchases but also build brand trust and reputation. Focusing on these areas helps businesses build stronger relationships with Generation Z, accelerating progress and securing a competitive position in the face of ongoing market evolution.