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Developing an optimal strategy for maintaining quality customer relationships in the logistics industry is critical for achieving long-term benefits. This study aims to examine the relationship between logistics service quality (LSQ), customer satisfaction, trust, and behavioral loyalty in the context of Khon-Kaen Bus Terminal 3 in Thailand. The purpose is to understand how service quality influences customer trust and loyalty in the context of bus transport.

Face-to-face questionnaires were administered to 338 experienced bus transport users at Khon-Kaen Terminal 3. A quantitative approach was utilized, employing partial least squares structural equation modeling to analyze the relationships between logistics operations, after-sales service quality, customer satisfaction, trust and loyalty.

The results reveal that both logistics operations service quality and after-sales service quality positively impact customer satisfaction and trust. Trust, in turn, significantly influences customer loyalty, and it is enhanced when customers receive satisfactory services. The study demonstrates that customer loyalty is strengthened by building trust and providing a high-quality logistics service, confirming the significant relationship between LSQ and loyalty.

While this study acknowledges the challenge posed by Khon-Kaen Terminal 3’s strong monopoly, it also recognizes that users may have limited alternatives. Consequently, the research highlights the difficulty in accurately measuring customer loyalty.

This study contributes to the literature by examining LSQ in a Thai context, offering new perspectives on customer loyalty in the bus transport sector. It provides practical recommendations for improving customer relationships and gaining a competitive advantage in the logistics industry.