A study on the impact of logistics service quality on the loyalty of young Eshoppers in Vietnam

This study is aim to explore how logistics service quality of ecommerce can be measured in Vietnam context, especially targeted group of young consumers who are going to be fundamental purchasing power in the upcoming era. Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.

510 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI“ LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 A STUDY ON THE IMPACT OF LOGISTICS SERVICE QUALITY ON THE LOYALTY OF YOUNG E-SHOPPERS IN VIETNAM Vu Phuong Thao Thuongmai University Email: thaovp@tmu.edu.vn Abstract: This study is aim to explore how logistics service quality of e-commerce can be measured in Vietnam context, especially targeted group of young consumers who are going to be fundamental purchasing power in the upcoming era Besides, relationship between variables of logistics service quality in e-commerce (timeliness, availability, condition) and customer loyalty is also examined since young consumers are concerned less brand loyalty than previous generation After validated the proposed measurement scale, this study applied regression analysis on the sample of 388 qualified responses Condition and availability demonstrated their promoting impact on loyalty while this link was not proved between timeliness and loyalty Suggestions in terms of further scale development and managerial improvement were made based on the study’s findings Keywords: logistics service quality, customer loyalty, e-commerce, young customers, Vietnam NGHIÊN CỨU VỀ TÁC ĐỘNG CỦA DỊCH VỤ LOGISTICS TRONG THƯƠNG MẠI ĐIỆN TỬ ĐỐI VỚI LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG TRẺ VIỆT NAM Tóm tắt: Nghiên cứu thực nhằm khám phá tiêu thức đo lường chất lượng dịch vụ logistics thương mại điện tử Việt Nam, đặc biệt nhắm tới nhóm người tiêu dùng trẻ có tiềm mua lớn tương lai Bên cạnh đó, nghiên cứu xem xét mối quan hệ yếu tố chất lượng dịch vụ logistics thương mại điện tử với lòng trung thành nhóm khách hàng trẻ Sau kiểm định, nghiên cứu áp dụng phương pháp hồi quy để phân tích liệu thu thập từ 388 phiếu khảo sát Tình trạng đơn hàng Tính sẵn có chứng minh có khả thúc đẩy lịng trung thành khách hàng, mối liên hệ Tính thời điểm lòng trung thành không rõ ràng Dựa kết phân tích, nghiên cứu đưa số đề xuất lý thuyết hàm ý quản trị để cải thiện chất lượng dịch vụ logistics thương mại điện tử thị trường Việt Nam Từ khóa: chất lượng dịch vụ logistics, lòng trung thành khách hàng, thương mại điện tử, khách hàng trẻ, Việt Nam THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 511 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Introduction In the last three years, the pandemic Covid-19 has left considerable subsequence on the activities of the global economy and society In order to limit the infection among the public, governments had to impose social distancing, lock down and sanitation (Nguyen et al., 2021), which disrupted the global supply chains and production networks Not only having problems with market demand, businesses also have to face changes in the way they offer and distribute goods to customers This situation has stimulated e-commerce to transform into one of the most popular shopping places in recent years This can be witnessed in the amazing increase in sales and profits of e-commerce sites (e.g Amazon; Ebay; AliExpress ) compared to the time before the epidemic (Bhatti et al., 2020) Many governments, before the danger of the pandemic, have taken many measures to support online shopping activities, and businesses also actively use this distribution channel to bring goods to consumers Therefore, it can be recognized that the business environment in recent years presents both opportunities and challenges for e-commerce With approximately three quarters of population using the Internet and various incentive programs offered by the authority, particularly the Ministry of Industry and Trade, e-commerce is projected to grow substantially in Vietnam (Acclime & Kantar, 2022) Evidently, this segment’s average growth rate has been 29% over the five-year period from 2020 to 2025 and by 2025, the total value of e-commerce transactions in Vietnam is forecasted to reach 52 billion USD according to Vietnam E-commerce Index 2021 report Currently, in terms of total value, scale of Vietnam e-commerce ranks the 4th in Southeast Asia, having five out of ten most visited e-commerce platforms in this region, namely: Tiki, FPT shop, Sendo, Mobile World, Bach Hoa Xanh These facts have depicted the significant potential for strong development of Vietnam’s e-commerce market in the near future Despite a number of advantages such as being based on an online transaction platform, promoting interaction between parties, eliminating geographical and time distances (He et al., 2008), studies still show many negative problems that exist in the operation of e-commerce such as limited perceived trust, technical barriers, cultural differences and limited knowledge from customers (Aljifri et al., 2003; Leonard & Jones, 2021) and especially the increase in the complexity of customer behavior Shoppers can access more information easily, are more techsavvy and agile and have a wider and increasingly diverse selection of goods on many online shopping channels As a result, the need for differentiation in service is also increasing such as the need for fast delivery, high quality but low cost service For this reason, maintaining a stable and high level of logistics service quality during order fulfillment has been under concern by e-commerce platform operators They have invested in and operated their own logistics system, for example, Shopee Express of Shopee, Tiki NOW of Tiki, Lazada Express of Lazada, to control logistics service Due to the burden of investment and operating costs, most businesses are operating a mix of in-house and outsourced logistics system Thus, it can be seen that the control, evaluation and improvement of the quality of logistics services in the supply chain of goods on the e-commerce platforms is necessary in the context of the fast-growing e-commerce in Vietnam to help businesses improve satisfaction by meeting the increasing requirements of customers in Vietnam Many studies have demonstrated the role of promoting financial performance, developing markets, and establishing competitive advantages if businesses can improve customer satisfaction and loyalty (Saeidi et al., 2015, Wieseke et al., 2014) The demand of 512 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI“ LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 end customers for quality logistics services has been revealed by many studies to increase significantly (Morganti et al., 2014) There have been a number of studies that proposed scale of factors and criteria to measure logistics service quality (Menzter et al., 2001; Grant, 2004; Thai, 2013; Le et al., 2020; Vu et al., 2020), which focus on service offered by suppliers or logistics professionals to their business partners; and to measure e-commerce service quality (Parasuraman, 2005), which did not specify very much measure logistics service separately Even though some authors have studied logistics service quality in e-commerce context (Xing et al., 2010; Murfield et al., 2017), they emphasized on retailers selling online instead of third-party e-commerce platforms (i.e Shopee, Lazada, etc.), in well-grown e-commerce markets where level of service has been fully developed and stable, and consumers have had much awareness and set a different level of expectation towards how their orders are handled Furthermore, results of relationship between factors of logistics service quality and customer loyalty in these studies still lack uniformity Not yet mentioning, group of young consumers was not allocated as targeted surveyed subjects Within the scope of this study at this current point of time, young consumers who are targeted to be surveyed by the authors were born from 1995 forward, so are currently 27 and younger These consumers who were born since mid-1990s are found to be closely related to the Industrial Revolution 4.0, attached with the growing popularity of the Internet, smart device and social media (Thangavel et al., 2022) These consumers As changes in politics, culture and social-economics have been found to leave impact on purchasing behavior (Delafrooz, Paim, & Khatibi, 2010), these ‘Post-Millennials’ have different consuming values and preferences from previous generation (Desai and Lele, 2017), make buying decision based on deal, product displays and reviews, and are less brand loyalty (Accenture, 2017) Meanwhile, this group of consumers who are teach-savvy and high innovativeness, and account for approximately a third of consuming force in Vietnam by 2025 (Minh Nguyet, 2022), are expected to lead e-commerce purchasing behavior in the near future (Vieira et al., 2020) Based on issues that have been raised, this study was conducted towards the following main objectives: (1) Synthesize and validate a measurement scale for logistics service quality in e-commerce in Vietnam from perspective of young consumers; (2) Analyze relationship between logistics service quality and customer loyalty of young consumers; (3) Extract implication for managers in order to improve young customer experience purchasing on e-commerce platforms Literature review and Methods 2.1 Literature review 2.1.1 Customer loyalty Customer loyalty is defined as a pattern of consumer behavior when they commit to certain products/services that they have used and re-used without switching to another similar product/service in a long time When customer loyalty toward products/services has been formed, willingness to purchase regardless of price-related issues can also be found (Oppong et al., 2014) Customer loyalty has been suggested to be measured through purchasing probability, purchasing rate, re-purchasing rate, word of mouth (Eid, 2011) Despite being approached in a variety of ways, most studies emphasize that customer loyalty is the result of many businesses’ efforts in improving quality, satisfaction, and perceived value (Ganguli & Roy, 2011; Nguyen et al., 2022) THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 513 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 2.1.2 Logistics service quality in e-commerce As primary activities in the value chain of every enterprise (Porter, 1985), performance of logistical activities is the topic of interest in both managerial and academic fields These logistics activities either in-house or outsourced are performed in the way to fulfil customer needs, “provide place, time and form utility, by ensuring the product is at the right place, at the time the customer wants it, and in an undamaged condition” (Emerson & Grimm, 1996) Later on, this idea has been summarized into 7Rs as factors of logistics service (Rushton et al., 2014), and fulfilling customers’ expectation is supposed as the output of logistics process (Grant, 2012) For this nature, the measurement of logistics quality is consequently approached from perspective of customers who experience the logistical process and perceive its values To measure service quality in general, Parasuraman et al (1985) suggested to measure via tangible, responsiveness, reliability, assurance and empathy dimensions which emphasized more on reflecting process quality and lessened on the aspect of quality outcome The latter is relatively fundamental in measuring quality of logistics, particularly in ‘to C’ business like e-commerce where customers are limited in observing the entire process Bienstock et al (1997) and Mentzer et al (1989) initially measured physical distribution service quality through timeliness, availability, order delivery accuracy (item and quantity), shipment damage, which has worked as base for further scale development in both qualitative and empirical analyses approaching comprehensively to logistics service quality concept (Mentzer et al., 2001; Grant, 2004; Rafig and Jaafar, 2007) However, these studies were carried out in B2B context, either between suppliers and their business partners or between logistics service providers and their clients The factors to evaluate the quality of logistics services in general from the above studies are selectively inherited to survey subjects who were individuals placing orders on an electronic platform, not directly observe the entire process of logistics activities to perform customer service Rabinovich and Bailey (2006), Murfield et al (2017) and Jain et al (2020) observed availability, timeliness and condition to study logistics service quality in the USA and India Xing et al (2010) also had these three components in their scale of examining distribution quality of pure e-tailers in the UK Rao et al (2011) selected diversity of delivery options, availability of products, track and trace ability, on-time delivery in their scale which by nature could share similar meaning with items explaining timeliness and availability Therefore, it is theoretically supported that logistics service quality in e-commerce business is possibly reflected via timeliness, availability and condition 2.1.3 Logistics service quality in e-commerce and customer loyalty Timeliness variable has been used to evaluate the time aspect of order fulfillment Customers judge lead time of an order by noticing duration between when the order is placed and when the goods are delivered (Mentzer et al., 1989), so the ability to deliver quickly is a common item to explain this variable In addition, customer’s perception in terms of time over covered ability to select particular date and time for receiving shipments (Cheng & Chang, 2003), the matter whether the shipment is delivered within specified date and time (Trabold et al., 2006) The positive association of timeliness on customer loyalty when shopping online is shown in several empirical studies (Rao et al., 2011; Murfield et al., 2017; Jain et al., 2020) However, these studies were conducted in mature e-commerce markets, focused on transaction between retailers having online sale platforms, and even targeted specifically to Omni-channel distribution only (Murfield et al., 2017), and young consumers whose online 514 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI“ LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 purchasing behaviors are certainly different from previous generations were not entirely the targeted surveyed subjects These have promoted the author to test the following hypothesis H1: Timeliness has a positive impact on young customer loyalty in e-commerce Availability, first and foremost, is interpreted via the readiness of wanted items for order fulfillment (Mentzer et al., 1989), the speedy replenishment of out-of-stock searched products and availability of substitutes (Xing et al., 2010) Moreover, this variable is also explained in the sense of enabling customers to opt among different customer service options (Rao et al., 2011) and availability of order track and trace (Xing & Grant, 2006) The positive influence of this variable on customer loyalty in e-commerce was confirmed in studies of Rao et al (2011) and Griffis et al (2012), Jain et al (2020), but rejected in Murfield et al (2017) The inconsistent findings among different related studies initiated the author to examine the following hypothesis: H2: Availability has a positive impact on young customer loyalty in e-commerce Condition of delivered shipment variable should be explained thoroughly both form and composition (Bienstock et al., 1997) Hence, this variable can be interpreted through completeness of order, level of damage in terms of quantity and quality, accurate order execution (Rabinovich & Bailey, 2004; Xing et al., 2010; Murfield et al., 2017) That order condition has a positive influence on customer loyalty was proved in Lin et al (2016) and Jain et al (2020) However, this relationship was not confirmed in Rao et al (2011), Griffis et al (2012), Murfield et al (2017) Therefore, it is significant for this study to analyze the following hypothesis: H3: Condition has a positive impact on young customer loyalty in e-commerce 2.2 Methods Based on reviewed literatures above, the author initially synthesized theoretical findings to form a measurement scale for e-commerce logistics service quality and customer loyalty Afterwards, the author referred to three experts including two Doctors specialized in business and marketing management and an experienced e-commerce executive for adjustment After being revised, a scale consisted of four variables with 16 observed items was finalized (Table 2) In this study, secondary data was in need for reviewing and forming theoretical and academic assistance and reference for analysis and comparison in discussion part Secondary data was collected from e-commerce and logistics reports created by Governmental and trusted organizations, reviewed publications and most current published affairs In addition, primary data of young customers’ perceived experience while purchasing online is obviously needed to examine the three proposed hypotheses A three-section questionnaire was applied for collection Section included study introduction, anonymity assurance and respondent guidance Section included questions asking respondents’ evaluation according to the proposed measurement scale, based on their perception with most frequently shopped e-commerce platform, on 7-point Likert in which represented “Totally disagree” and represented “Totally agree” Section included questions of respondents’ demographics information which is summarized in Table The questionnaire was made in Vietnamese, converted to Google Form, distributed on online communities on social network platforms, online versions of books and discount codes were used as small treat for respondents Respondents needed to log in their email address in order to answer the questionnaire, which was for limiting fraud submissions THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 515 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 The author employed a combination of Cronbach’s Alpha testing, Exploratory Factor Analysis, Descriptive, Correlation and Regression analysis in order to validate the measurement scale and assess impact of independent variables (Timeliness, Availability, Condition) on young customer loyalty In order to conduct the mentioned tests and analysis, SPSS 24 software was used, and thresholds proposed by Hair (2010) were referred Findings 3.1 Demographics of respondents The study has managed to collect 462 responses After removing submissions with missing answers, complete bias (e.g all 7), and so on, the study got 388 qualified responses, which fulfill the minimum sample size of 384 according to Krejcie and Morgan (1970), with the following demographics: Table Demographics of study respondents Demographic Characteristics N % Male Female 185 203 47.68 52.32 15-17 Years old 18-22 Years old 23-27 Years old 45 168 175 11.60 43.30 45.10 42 170 157 19 10.82 43.81 40.46 4.91 181 102 62 38 46.65 26.29 15.98 9.79 1.29 265 120 68.30 30.93 0.77 21 75 121 76 43 35 17 5.41 19.33 31.19 19.59 11.08 9.02 4.38 Gender Age Education level High school lesser High school College/University Postgraduate Income per month < 5,000,000 VND From 5,000,000-10,000,000 VND From 10,000,000-15,000,000 VND From 15,000,000-25,000,000 VND > 25,000,000 VND Marriage status Single Married Divorced /Widowed Average monthly number of orders 15 516 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI“ LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 3.2 Common Method Variance In order to avoid the situation of Common Method Variance (CMV), the study followed suggestions proposed by Podsakoff et al (2012) Besides, CMV is checked via Harman’s single factor test, from which single factor explains 41.95% (less than 50%) of total variance Therefore, CMV issues not occur in this study (Malhotra et al., 2006) 3.3 Cronbach alpha test and Exploring factor analysis The correlation values of these 16 items ranged between 0.606 and 0.852, above 0.3 The Cronbach’s alpha values of the four variables were all more than 0.7, and the values of Cronbach Alpha if item deleted were all smaller than their corresponding factor’s alpha value According to Hair (2010), these results indicated that the proposed measurement scale is sufficiently credible The author conducted KMO & Bartlett’s test, principal component extraction, varimax rotation The KMO coefficient was 0.895 (between 0.5 and 1) with significance of the test was 0.000, less than 0.05 There were four components having Initial Eigenvalues greater than 1, with cumulative percentage of variance of 73.955% (greater than 50%) In addition, cross-loading values of all items, which converged into the four groups, were greater than 0.5 Therefore, the level of factor convergence can be trusted As can be seen from Table 2, the reviewed 16 items converged respectively into the four factors, namely Timeliness, Availability, Condition and Loyalty, as the proposed measurement Hence, this scale is reliable enough for further analysis of testing hypotheses 3.4 Correlation The author applied Pearson correlation analysis for observed items, and the results revealed that there is a significant correlation between every two different factors at the 0.01 level (2-tailed) The correlations between each independent variable (timeliness, availability, condition) and the dependent variable (loyalty) is feasible for analyzing regression (Table 517 THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 3) For correlations among independent variables, all absolute statistical values are below 0.7 (Table 3), and VIF coefficients of these three items ranges from 1.120 to 1.520 (below 2) (Table 4), hence the possibility of multicollinearity is not concerned in this study Table Correlation Analysis Results TIM TIM AVA CON LOY Pearson correlation Sig (2-tailed) Pearson correlation Sig (2-tailed) Pearson correlation Sig (2-tailed) Pearson correlation Sig (2-tailed) 0.231 0.000 0.322 0.000 0.229 0.000 AVA CON LOY 0.558 0.000 0.469 0.000 0.501 0.000 - (Source: Author) 3.5 Regression Analysis The author applied regression analysis to test the research hypotheses and evaluate the impact of the independent variables on the dependent variable According to reported results in Table 4, sig of F test and Durbin-Watson value of this study meet thresholds suggested by Hair et al (2010) The independent variables explain 30.1% of the variation of dependent variable - loyalty The p-value of relationship between Timeliness and Loyalty is 0.184, greater than 0.05, so the relationship between these two variable should be rejected Among the two remaining independent variables, Condition is revealed to have greater impact on Loyalty with a standardized coefficient of 0.331, while this figure of Availability variable is obviously less of 0.270 The standardized regression equation can be formed as below: LOY = 0.331*CON + 0.270*AVA Table Regression Analysis Results Standardized Coefficients (Constant) t p VIF 10.973 0.000 TIM 0.060 1.332 0.184 1.120 AVA 0.270 5.269 0.000 1.458 0.331 6.271 0.000 1.540 CON Sig of F test = 0.000; R adjusted = 0.301; Durbin-Watson = 1.787 Thresholds (Hair et al., 2010): Sig of F test < 0.05; p-value < 0.05; Durbin-Watson coefficient from 1.5 to 2.5 (Source: Author) Discussion, implications and conclusions 4.1 Discussion This study has explored and validated the three variables of timeliness, availability and condition to measure logistics service quality in the context of ‘to-C’ e-commerce in Vietnam, which contributes to findings of Murfield et al (2017), Jain et al (2020), Xing et al 518 KỶ YẾU HỘI THẢO QUỐC TẾ “THƯƠNG MẠI VÀ PHÂN PHỐI“ LẦN THỨ NĂM 2023 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 (2010) in the USA, Indian and the UK market, affirming a geographical extension for criteria applicability Similarly, to some previous studies, this study also did not find a concurrence of direct promoting impacts of all three logistical variables on customer loyalty To be more specific, timeliness did not have an obvious influence on young Vietnamese customer loyalty, which is quite different from Rao et al., (2011), Murfield et al (2017), Jain et al (2020) In fact, customer perception towards service in terms of time could be related to their level of time consciousness (Kleijnen et al., 2007) In Vietnam, at the age of 27 and below and having enough income to place online orders, young consumers are mainly interns, freshmen, junior job-holders, university/college students who are not credibly concerned about time matter For university/college students, they have flexible timetable during the day, and can place their school address as receiving location, which is not forbidden in Vietnam Then, if the shipment arrives when they are having class, it is still feasible for them to go out for collecting, and even if they are not present within the campus then, asking friends or classmate for helping pick-up is not a big matter For young job holders, they can ask drivers to leave packages at reception desks of their office block or accommodation buildings, which is common in metropolises in Vietnam Not yet mentioning, asking the shippers to comeback the second or the third time within that day or on the next day is still possible widely without any further charge of which young consumers are much more sensitive (Thangavel et al., 2022) Then, this study has contributed a statistical support to the fact that whether the order is delivered accurately within expected date and time and Vietnamese young customers’ intention to repurchase or introduce an e-commerce platform to others are not clearly linked For Availability and Condition, this study has found positive impacts of both variables on customer loyalty, which is similar to findings of Jain et al (2020), while studies in the USA by Rao et al (2011) and Murfield et al (2017) did not find positive link between Condition on Customer loyalty To be more precise, Condition, among three proposed LSQ variables, was found to leave the most significant impact on young Vietnamese E-shoppers loyalty, with the highest standardized coefficient of 0.331 For Vietnamese young consumers, at the age no more than 27 at this current time, their income is very limited, as can be depicted from the demographics, income of the majority was no more than 10,000,000 VND Limited budget together with the generation-born nature of being price sensitive (Thangavel et al., 2022), the issues of item missing, damaged goods are likely to worry them more In case these situations take place, the worry and disappointment possibly change their place of purchasing This means in case delivered items are broken or mistaken with the placed order frequently, it possibly contribute to nearly a third of chance that the young consumer consider an online shopping place switch For Availability whose standardized coefficient is 0.270, it is statistically supported to have positive influence on loyalty of young Vietnamese e-shoppers This can be interpreted that e-commerce platforms that are good at sourcing and capable of offering customer with proper product readiness can consequently retain young customers for further transactions As the variable Availability is explained via two aspects, namely: availability of the product-self (product information update, re-fulfilment, substitute) and availability of means supporting distribution process (delivery mode and tracking), the positive coefficient, accounting for a proportion of more than a quarter, proves that excellent performance of logistical activities such as inventory control, a comprehensive and continuously updating logistics information system and prompt transportation can contribute significantly to keep young customers re-visiting the sites for shopping THE 4TH INTERNATIONAL CONFERENCE PROCEEDINGS COMMERCE AND DISTRIBUTION 519 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 4.2 Implications According reliability indexes of this study, it can be said that Vietnamese consumers, particularly the young ones, are quite aware of logistics service concept in e-commerce, perceive and reflect the service to fulfill their orders Therefore, it is significant for researchers to continue develop measurement scale of this topic in Vietnam by introducing further criteria to best fit the local market With two hypotheses were affirmed and the unclear positive impact of timeliness on customer loyalty, this study suggested further research in the future to conduct studies of this subject towards other market segments in order to reveal how these logistical variables influence their loyalty Those findings together with contribution of this paper may provide managers with more comprehensive implication to improve their logistics service to meet the need of all customer groups Based on the above findings, the author suggested several managerial implication as follow First of all, businesses should pay much attention to initiatives for guaranteeing shipment condition which should be prioritized first among the three propose LSQ aspects Therefore, proper packaging and packing are among top concerns in order fulfilment process so as to ensure the goods condition during delivery period In addition, setting clear and detail return policies in related to occurrence of product damages should be put into consideration By this way, firms may enhance secured perception for young consumers when selecting platforms for purchasing Even though standardized coefficient of Availability is lower than Condition, the difference between these two number is not really considerable Hence, e-commerce businesses are suggested to care for practices improving this aspect This especially significant within Vietnam context where online platforms are quite comparative in terms shipment condition insurance In addition to conventional suggestion of inventory control improvement, the author suggested that multiple sourcing for each product category should be considered, which contribute greatly to product availability on platforms, and also provide customer with substitutes timely when their searched items from favorite shops are out-of-stock 4.3 Conclusions This study is one of a few efforts that have been made to validate a measurement scale of logistics service quality of e-commerce in Vietnam, based on adaption and adjustment criteria from research in India, the USA, the UK The paper has also discussed similarity and difference of logistics service quality variables on customer loyalty between Vietnam and other markets in the world These findings help to enrich knowledge toward research topic, particularly of young consumers, on which the author has suggested several implications for future research and assist e-commerce platforms improve their logistics performance to retain customer loyalty Reference Accenture (2017) Gen Z and Millennials leaving older shoppers and many retailers in their digital dust Accenture LLP Retrieved from https://www.accenture.com/t20170503T114448Z w /us-en/_ acnmedia/PDF-44/ Accenture-Retail-Customer-Research-Executive-Summary-2017.pdf Acclime, & Kantar (2022) The e-commerce pivot in Vietnam Retrieved from https://vietnam.acclime com/industry-reports/e-commerce-pivot-vietnam/ Aljifri, H A., Pons, A., & Collins, D (2003) Global e-commerce: a framework for understanding and overcoming the trust barrier Information Management Computer 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