Unveiling the nexus between logistics service quality and customer repurchase intentions in E-commerce sector

The increasing popularity of e-commerce has transformed the logistics landscape, creating both challenges and opportunities for online retailers. However, limited research has examined how logistics service quality (LSQ) influences customer behavior in emerging e-commerce markets such as Vietnam. Addressing this gap, this study investigates the relationships between LSQ dimensions, customer trust, satisfaction, and repurchase intention in Vietnam's dynamic e-commerce sector, utilizing the Stimulus-Organism-Response (SOR) framework. Data from 981 online shoppers were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among nine LSQ dimensions, customer trust, satisfaction, and repurchase intentions. The results reveal that LSQ dimensions such as availability, information quality, order accuracy, order condition, timeliness, and convenience of return significantly enhance trust and satisfaction. Ordering procedures and personal contact quality primarily improve satisfaction, without directly building trust. Trust and satisfaction mediate the relationship between LSQ and repurchase intention, with trust emerging as a key antecedent to satisfaction. Shopping habits moderate these relationships, and demographic factors like age and income influence repurchase intentions. The study contributes to theory by integrating LSQ, trust, satisfaction, and repurchase intention into a unified model, emphasizing the multidimensional nature of LSQ. Practically, it offers recommendations for e-commerce businesses to prioritize key LSQ dimensions, tailor strategies to customer habits, and address demographic variations. Limitations include the reliance on self-reported data, focus on Vietnam, and the cross-sectional design. Future research could explore longitudinal studies, cross-cultural comparisons, and the inclusion of variables like sustainability. This research highlights the importance of LSQ in fostering customer repurchase intentions and provides actionable insights for enhancing logistics strategies in competitive e-commerce markets.