Customer Satisfaction in Home Delivery Service in Vietnam: The Impact of Service Quality, Perceived Value, and the Mediating Role of Trust

In the rapidly expanding global e-commerce landscape, ensuring customer satisfaction in home delivery services has become a critical priority, particularly in emerging economies like Vietnam. High-quality delivery services, enhanced perceived value, and strengthened customer trust are key drivers shaping satisfaction levels. This study investigates the relationships between service quality, perceived value, and customer satisfaction, with trust playing a mediating role. Using data from an online survey of 385 respondents in Binh Duong province - one of Vietnam's prominent industrial and economic hubs, the study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 for analysis. The findings reveal that service quality, perceived value, and trust significantly and positively influence customer satisfaction, with trust acting as a powerful mediator. By extending the SERVQUAL model to include perceived value and grounding the analysis in Expectation Disconfirmation Theory (EDT), this study offers meaningful insights for home delivery service providers. The results highlight actionable strategies to optimize service performance, build trust, and elevate customer experiences in the competitive e-commerce market.