Nowadays, container shipping is a important service business for international as well as domestic trade and supply chains with customers, enterprises. The business of container shipping lines – the backbone of the shipping industry – has continued to face challenges in recent years due to fluctuation of global economic, overcapacity situation, fierce competition, …In view of these market condition, a high level of customer satisfaction is very important for shipping lines for survival. The shipping lines are realizing that providing high-quality service as well as investing in quality service is the only way to achieve a sustainable growth. This thesis aims to identify the main problem and main cause of low acceptance rate of customer with reefer service of VSC – a Vietnam domestic shipping line. The possible problems are defined by reviewing the second data from internal sources such as Vessel Adminstration Department, Market Development Department, Trucking & Logistics Deparment as well as collecting primary data from in-depth interviews with three group: manager level, staff level and customers who using new service of VSC. There are possible problem of low acceptance rate of customer with reefer service such as competitor’s better service, impact from Covid-19 and dissatisfaction of customer. Futher data is conducted to find out what is the main problem and what is main cause which causes the low acceptance rate of customer with reefer service. Finally, dissatisfaction of regular group customer is the main problem, which caused by the high logistics cost, inconsistency of customer service, inefficiency of sales team and infrequence of service. The alternative solution is proposed and justified for solving the main cause to improve customer’s acceptance rate with new reefer service of VSC. Finally, an action plan also planned for implementing this solution.