FROM DELIVERY TO LOYALTY: THE ROLE OF LOGISTICS SERVICE QUALITY IN BRAND IMAGE AND CUSTOMER SATISFACTION

Abstract

The growing reliance on logistics services has highlighted the need to understand the factors influencing customer loyalty. This study investigates the impact of logistics service quality, brand image, and customer satisfaction on customer loyalty within the logistics sector. Data were collected using a non-probability convenience sampling method from users of various logistics service providers, yielding a final sample of 106 responses. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the proposed hypotheses. The results indicate that logistics service quality, brand image, and customer satisfaction positively influence customer loyalty. Furthermore, logistics service quality positively impacts both brand image and customer satisfaction, while brand image also contributes positively to customer satisfaction. Finally, customer satisfaction emerges as a significant direct predictor of customer loyalty. These findings provide actionable insights for logistics firms to enhance service quality, strengthen brand image, and implement strategies that foster long-term customer loyalty.