The mediating role of customer satisfaction on the impact of last mile delivery quality on e-commerce customer loyalty in Vietnam

This study assesses the impact of last-mile delivery quality on e-commerce customer loyalty, examining the mediating role of customer satisfaction. The authors develop and distribute a questionnaire survey to investigate the extent of the effect of last-mile delivery on e-commerce customer loyalty through e-commerce customer satisfaction in Vietnam. Relying on Logistics Service Quality (LSQ) and Service Quality (SERVQUAL) models, the Partial Least Squares Structural Equation Modeling method (PLS-SEM) is employed to identify the positive direct impacts of five last mile delivery quality dimensions (timeliness, information quality, assurance, responsiveness, and reliability) on e-commerce customer satisfaction. Customer satisfaction, in turn, demonstrates a positive direct relationship with customer loyalty. Importantly, the study identifies e-commerce customer satisfaction as a mediating factor through which the five last-mile delivery quality dimensions indirectly influence customer loyalty. These findings provide evidence and insights for relevant parties, including Vietnam’s government and last-mile couriers, to effectively enhance the e-commerce business in Vietnam with a greater focus on last-mile delivery dimensions.