Logistics service quality and customer satisfaction in Vietnam’s organic food market: A Service Encounter Theory approach
Published: August 3, 2026
Abstract
This study examines the impact of logistics service quality on customer satisfaction in Vietnam’s organic food sector, drawing on Service Encounter Theory. Employing a quantitative research design, data were collected from 250 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The findings indicate that four dimensions of service experience, including: e-commerce platform interaction, product experience, logistics technology interface, and delivery personnel engagement, exert positive and statistically significant effects on customer satisfaction. Among these, interactions with delivery personnel and logistics technology emerge as the most influential determinants. The study advances understanding of the role of service touchpoints in shaping customer satisfaction within organic food logistics in Vietnam, providing empirical insights into the dynamics of service quality in this emerging market segment.
Keywords
logistics service qualitycustomer satisfactionorganic foodService Encounter Theory
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