Tác động của hoạt động logistics xanh và chất lượng dịch vụ đến lòng trung thành thông qua sự hài lòng của khách hàng
Ngày xuất bản:
21/07/2026
Ngày xuất bản Online:
25/06/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu tập trung phân tích tác động của logistics xanh và chất lượng dịch vụ đến lòng trung thành của khách hàng tại Việt Nam với sự hài lòng giữ vai trò trung gian. Phương pháp kết hợp định tính thông qua phỏng vấn chuyên gia điều chỉnh bảng hỏi và định lượng bằng cách khảo sát 350 khách hàng đã sử dụng dịch vụ giao nhận và vận tải xanh, trong đó thu về 286 phiếu hợp lệ, dữ liệu được phân tích bằng SPSS và Smart PLS. Kết quả cho thấy, tất cả yếu tố trong hoạt động logistics xanh và chất lượng dịch vụ đều tác động tích cực đến lòng trung thành thông qua sự hài lòng, trong đó vận tải xanh có ảnh hưởng mạnh nhất. Dưới góc độ học thuật, nghiên cứu mở rộng mô hình hành vi tiêu dùng trong bối cảnh logistics bền vững và nhấn mạnh vai trò trung gian của sự hài lòng. Về thực tiễn, nghiên cứu đề xuất giải pháp giúp doanh nghiệp đẩy mạnh các hoạt động xanh hóa, tối ưu quy trình kho bãi và cải thiện dịch vụ, từ đó nâng cao trải nghiệm của khách hàng và năng lực cạnh tranh của doanh nghiệp.
Abstract
The study analyzed the impact of green logistics and service quality on customer loyalty in Vietnam, with satisfaction serving as an intermediary. A mixed research method was employed, in which the qualitative method was used through expert interviews to refine the questionnaire, and the quantitative method through a survey of 350 customers who used the delivery and green transport services. 286 valid votes were collected, and data were analyzed using SPSS and Smart PLS. The results show that all elements of green logistics activities and service quality positively impact loyalty through satisfaction, with green transport expressing the most influence. From an academic perspective, research and expand consumer behavior model in the context of sustainable logistics and emphasize the intermediary role of satisfaction. In reality, research proposing solutions helps businesses promote greening activities, optimize the warehouse process, and improve the service, thereby improving customer experience and the competitiveness of the business.
Từ khóa
Chất lượng dịch vụ; Lòng trung thành; Logistics xanh; Sự hài lòng; Vận tải xanh
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
L91 - Transportation: General - Industry Studies: Transportation and Utilities, M31 - Marketing - Marketing and Advertising, Q56 - Environment and Development • Environment and Trade • Sustainability • Environmental Accounts and Accounting • Environmental Equity • Population Growth - Environmental Economics
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Budianto, A. (2019). Customer loyalty: Quality of service. Journal of Management Review, 3(1), 299-305. https://doi.org/10.25157/jmr.v3i1.1808
Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7/8), 811-828. https://doi.org/10.1108/03090560210430818
Centobelli, P., & Cerchione, R. E., & Esposito, E. (2017). Environmental sustainability in the service industry of transportation and logistics service providers: Systematic literature review and research directions. Transportation Research Part D: Transport and Environment, 53, 454-470. https://doi.org/10.1016/j.trd.2017.04.032
Chaisurayakarn, S., Grant, D., & Talas, R. (2016). The effect of green logistics service quality on Thai logistics service provider performance. In D. Menachof (Ed.), Proceedings of The 21st Logistics Research Network Annual Conference 2016 (Vol. 21, pp. 1–13). CILT UK – The Chartered Institute of Logistics and Transport in the UK. https://hull-repository.worktribe.com/output/445738/the-effect-of-green-logistics-service-quality-on-thai-logistics-service-provider-performance
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Chunhabunyatip, P., Suwannakoot, R., & Chinchang, P. (2025). The influence of logistics service quality on customer satisfaction, trust, commitment, and loyalty in the business to business (B2B) context. Journal of KMITL Business School, 15(1), 32-51. https://so02.tci-thaijo.org/index.php/fam/article/view/277573
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