The Effect of Reverse Logistics Service Quality on Customer Satisfaction: Evidence from Vietnamese E-commerce Customers

Abstract

Product returns have become an increasingly significant aspect of e-commerce operations, yet how the quality of return services shapes customer satisfaction remains underexplored, particularly in Vietnam. This study examines the impact of reverse logistics service quality (RLSQ) on customer satisfaction among Vietnamese Shopee users who have completed at least one product return. Drawing on Grönroos's (1984) process–outcome distinction, RLSQ is operationalized as three dimensions adapted from the SERVQUAL and E-RecS-QUAL frameworks: reliability, responsiveness, and compensation. Survey data from 262 valid responses were analyzed using Exploratory Factor Analysis and OLS multiple regression. All three dimensions positively and significantly influence customer satisfaction, with responsiveness emerging as the strongest predictor, followed by compensation and reliability. The findings contribute to the growing literature on RLSQ in emerging e-commerce markets and offer practical implications for platforms seeking to improve post-purchase service quality in Vietnam.