The impact of green shipping practices on customer loyalty: The case of Maersk Vietnam Limited Company

Abstract

As the global economy is facing the climate crisis, sustainable development has tranferred to a critical operational imperative. This transition is particularly influenced in the logistics industry, a major source of global carbon emissions. Shipping service providers are forced to adopt green initiatives, not only to satisfy regulators, but also to secure a competitive advantage in a decarbonizing world. However, the fact that while shipping service providers like Maersk invest billions in green technologies, it is unclear whether these costly efforts genuinely translate into commercial advantages in emerging markets. Specifically within Vietnam, empirical evidence remains limited regarding whether green shipping practices drive actual loyalty, or if clients still prioritize cost over sustainability. To bridge this gap, this study investigates the impact of green shipping practices on customer loyalty at Maersk Vietnam. The research employs a mixedmethods approach to ensure depth and validity. Initially, qualitative interviews with industry experts refined the research context. Then, a quantitative survey was distributed to Maersk’s corporate clients. The data was analyzed using PLS-SEM to test the relationships between green practices and loyalty. The findings reveal that the operational factors, specifically shipping equipment and shipping design are the primary drivers of customer satisfaction, effectively serving as the functional foundation of the service. In contrast, strategic factors such as cooperation and company policy emerged as the direct drivers of customer loyalty. This study concludes that while green technology satisfies customers, it is the strategic partnership and shared sustainability vision that retains them. For Maersk Vietnam, converting green investment into market share requires them leverage tangible assets to ensure service excellence, while capitalizing on collaborative decarbonization programs to build structural loyalty.