Evaluating the Effects of Sustainable Logistics Service Quality and Consumer Satisfaction on Behavioral Outcomes in the Fruit Industry in Ho Chi Minh City

Abstract

The fruit industry in Vietnam, particularly in Ho Chi Minh City, has grown to be one of the major agricultural sectors, satisfying both domestic and export demands thanks to its favorable climate and geographic location. However, the major challenge for this industry lies in balancing economic growth and sustainable development, especially amidst increasing demands for high-quality logistics services and customer satisfaction. This study evaluates how customer satisfaction (CS) and sustainable logistics service quality (SLSQ) affect consumer behavior in the fruit industry, specifically in relation to customer loyalty and disloyalty. Data were collected from 450 individuals of all age groups living in Ho Chi Minh City, who are primary users of logistics services in this sector. The results indicate that SLSQ and CS have a significantly positive influence on consumer behaviors, including re-use intention (RI), willingness to pay a premium price (HTP), and reduced complaining behavior (CB). In addition, the study offers practical recommendations for businesses and policymakers to optimize logistics operations. These include investing in eco-friendly solutions, creating sustainable management systems, and embracing new technologies. This research not only sheds light on the relationship between sustainable logistics and customer behavior but also contributes to the development of long-term strategies, enabling the fruit industry to grow robustly and sustainably in the future