The Role of Culture in the Quality of Logistics Services in Vietnam: A Study of Vietnamese Logistics Service Providers

This study was conducted to understand the role of culture in the quality of logistics services in Vietnam: A study of Vietnamese logistics service providers. By qualitative research method, based on the study of documents and in-depth interview results with 16 managers of 15 logistics enterprises in Vietnam. Research results show that cultural values such as collectivism, power distance, uncertainty avoidance, harmony and face preservation play an important role in forming the service quality of logistics companies in Vietnam. These cultural values can positively and negatively impact service quality, depending on how they are managed and leveraged. Based on the research results, a number of recommendations have been made to improve the quality of logistics services for logistics enterprises in Vietnam.