Understanding Customer Satisfaction Towards Delivery Services of E-Commerce
Abstract
This study intends to investigate the effect of the factors, namely price, reliability, responsiveness, assurance, and empathy on customer satisfaction towards the e-commerce delivery services. A total of 311 respondents were recruited using convenience sampling to participate in this study. All the measurements of constructs were adapted from previous studies. The reliability of the variables was assessed using the Cronbach’s alpha and multiple regression analysis was performed to examine the effect of all the factors in the research model on customer satisfaction. The findings have shown that all the variables, namely price, reliability, assurance, and empathy have a positive influence on customer satisfaction with e-commerce delivery services. Responsiveness, however, has no influence on customer satisfaction. Assurance was revealed to be the strongest predictor of customer satisfaction. The second strongest factor was empathy. Understanding factors influencing the delivery services of e-commerce is essential as it is able to provide useful information for the delivery service company which will help them to enhance the quality of their services. The findings of this study would provide an insight of the customer satisfaction towards the delivery services of e-commerce during the COVID-19 from Malaysian’s perspective.
References
Adenan, M. F. (2018). Impact Customer Satisfaction Towards Quality Service for Delivery Process at Railway Station in Malaysia. Journal of Marketing and Information System, 1(1), 15-20.
Ayele, M. B., Bekele, H., & Workineh, M. (2020). The Influence of Express Mail Service Quality on Customer Satisfaction: Evidence from EMS Ethiopia. International Journal of Marketing and Business Communication, 9(1&2), 1-12.
Ariani, S., Firdaus, M. R., & Hairudinor, H. (n.d.). Analysis of the influence of service quality, Price, trust, and corporate image on satisfaction and customer loyalty in pt. pos Indonesia Banjarmasin. European Journal of Management and Marketing Studies, 4(2), 46-61.
Dimyati, M., & Subagio, N. A. (2016). Impact of service quality, Price, and brand on loyalty with the mediation of customer satisfaction on pos ekspres in East Java. Mediterranean Journal of Social Sciences.
Eresia-Eke, C. E., Pretorius, E. M., Korkie, L. H., & Pretorius, M. (2020). Subliminal contributions of service quality dimensions to customer satisfaction in food delivery businesses. African Journal of Hospitality, Tourism and Leisure, 9(4), 655–668.
Engdaw, B. D. (2019). The Impact of Quality Public Service Delivery on Customer Satisfaction in Bahir Dar City Administration: The Case of Ginbot 20 Sub-city. International Journal of Public Administration, 43(7), 644-654.
Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda. Journal of Business Financial Affairs, 6(1), 1-11.
Goh, P. S., Kow, W. Y., Lee, W. C., Low, W. N., & Sam, K. H. (2013). The relationship between service quality and customer satisfaction: An empirical study in banking industry. Final Year Project, UTAR, Malaysia.
Gulc, A. (2020). Determinants of courier service quality in e-commerce from customers’ perspective. Quality Innovation Prosperity, 24(2), 137–152.
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Dharmendra, S. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. Sage Publication, Open access, 1 – 10.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM), 2nd edition. Sage publications.
Hartono, S. S. (2019). The Effect of Expected and Perceived Service Quality on Customer Satisfaction: Optical Retail in Indonesia. International Journal of Business and Administrative Studies, 5(4).
Handoko, L. P. (2016). The effect of product quality and delivery service on online-customer satisfaction in Zalora Indonesia. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 4(1), 1189-1199.
Hennayake, H. Impact of service quality on customer satisfaction of public sector commercial banks: A study on rural economic context. Int. J. Sci. Res. Pub. 2017, 7, 156–161.
Hong, W., Zheng, C., Wu, L., & Pu, X. (2019). Analyzing the relationship between customer satisfaction and fresh e-commerce logistics service using text mining techniques. Sustainability, 11(13), 1-16.
Iberahim, H., Mohd Taufik, N. K., Mohd Adzmir, A. S., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self service technology for retail banking services. Procedia Economics and Finance, 37, 13–20.
Jamal, H. Z., Mahamed, A., & Azmi, R. (2018) The relationships between service quality and customer satisfaction of a courier service provider: towards more focus approach. Academic Journal of Business and Social Sciences, 2, 1-13.
Jiang, Y., Lai, P., Chang, C. H., Yuen, K. F., Li, S., & Wang, X. (2021). Sustainable management for fresh food E-commerce logistics services. Sustainable management for Fresh Food E-Commerce Logistics Services. Sustainability, 13(6), 1-19.
Jermsittiparsert, K. (2019). Service marketing mix and service value: A way to increase customer satisfaction. ACM International Conference Proceeding Series, 52–58.
Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411–430.
Khidzir. K, Ismail. N & Abdullah. A. (2018). Validity and River. International Journal of Development and Sustainability.
Lien Yee, H., & Daud, D. (2011). Measuring customer satisfaction in the Parcel Service Delivery: A pilot study in Malaysia. Business and Economic Research, 1(1).
Muhammad Arif Ashraf Alias, Syafiqah Mat Said, Nor Syahzani Jalal, Nur Alfirah Rukin, & Nur Amy Nadia Roslan. (2020). Relationship between service quality and customer satisfaction provided by courier service company. Final Year Project, Politeknik Sultan Salahuddin Abdul Aziz Shah, Malaysia.
Muhammad Arif Ashraf Alias, Syafiqah Mat Said, Nor Syahzani Jalal, Nur Alfirah Rukin, & Nur Amy Nadia Roslan. (2020). Relationship between Service Quality and Customer Satisfaction provided by Courier Service Company. (Thesis)
Murdifin Haming, A. Zulfikar Syaiful, Aditya Halim Perdana Kusuma Putra, & Imaduddin Murdifin. (2019). The application of SERVQUAL distribution in measuring customer satisfaction of retails company. Journal of Distribution Science, 17(2), 25–31.
Monther, W., & Mahadevan, A. (2019). The Impact of Service Quality on Customer Satisfaction: A Study of Arab restaurants in Malaysia. International Journal of Accounting & Business Management, 7(1), 103-120.
Palese, B., & Usai, A. (2018). The relative importance of service quality dimensions in E-commerce experiences. International Journal of Information Management, 40(June 2018), 132–140.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (Fall 1985), 41–50.
Peitzika, E., Chatzi, S., & Kissa, D. (2020). Service Quality Expectations in the Fitness Center Context: A Validation of the Expectations Component of the SERVQUAL Scale in Greece. Services Marketing Quarterly, 41(2), 89–104
Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332–342.
Ramya, N., Kowsalya, A. & Dharamipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research and Development, 4(2), 39-41
Razik, M. A., Rozar, N. M., Yusoff, M. N. H., Zain, R. B. M., & Ainon, H. H. (2018). Measuring parcel service quality in university using Servqual Model. International Journal of Supply Chain Management, 7(6), 291-295.
Saleh, F. & Ryan, C. (1991). Analyzing Service Quality in the Hospitality Industry using the SERVQUAL Model. The Service Industries Journal, 11(3), 324-343.
Saysa. (2021). A man from Melaka has expressed utmost disappointment with courier service J&T after he received a damaged parcel with a broken item inside. Available at https://says.com/my/news/msian-disappointed-after-courier-delivers-broken-gaming-monitor.
Saysb. (2021). A luxury bag reseller who used a non-premium courier service to deliver a designer bagthat costs tens of thousands of ringgit has left netizens scratching their heads. Available at https://says.com/my/news/chanel-rm35-000-bag-seller-lost-and-found-courier-delivery.
Sekaran, U. & Bougie, R. (2013), Research Methods for Business: A Skill-Building Approach, 6th ed., Wiley.
Selangor Journal. (2021). Understanding the rights of courier service customers. Available at https://selangorjournal.my/2021/03/understanding-the-rights-of-courier-service-customers/.
Sharma, K., & Das, S. (2017). Service Quality and Customer Satisfaction - With Special focus on the Online Cab Industry in India. International Journal of Business and Management, 12(7), 192-200.
Shamsudin, M. F., Nayan, S. M., Ishak, M. F., Esa, S. A., Hassan, S., & BiS, U. K. L. (1970). Role of price perceptions towards customer satisfaction. Journal of Critical Reviews, 7(19), 677–683.
Siali, F., Wen, A. W. S., & Hajazi, M. U. A. (2018). Booming of Online Shopping in Malaysia: Do Customers Satisfy with Parcel Delivery Service? International Journal of Academic Research in Business and Social Sciences, 8(12), 415–436.
Sutrisno, A., Andajani, E., & Widjaja, F. N. (2019). The effects of service quality on customer satisfaction and loyalty in a logistics company. KnE Social Sciences.
Usman, O., & Anshorulloh, A. (2020). Effect of Customer Satisfaction, Trust, Price, And Quality Service on Repurchase Interests in Online Shop. Available at SSRN: https://ssrn.com/abstract=3511848
Xuehua, J. (2018). SERVQUAL- model- based fuzzy evaluation of express service quality. International Journal of Transportation Engineering and Technology, 4(1), 20.
Yilmaz, V., Ari, E. and Gürbüz, H. (2018), "Investigating the relationship between service quality dimensions, customer satisfaction and loyalty in Turkish banking sector: An application of structural equation model", International Journal of Bank Marketing, 36(3), 423-440.
Yusra and Agus, A. (2020), “The influence of online food delivery service quality on customer satisfaction and customer loyalty: the role of personal innovativeness”, Journal of Environmental Treatment Techniques, 8(1), 6-12.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. P. (1988). SERVQUAL: A Multiple-Item Scale for measuring customer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Zainuddin, N., Deraman, N., Kamis, K., & Marimuthu, D. (2021). Student satisfaction on the quality of service University parcel centre (UPC) : A focus on UUM.
Zhu, T., & Wang, J. (2018). Study on the service quality of express logistics based on the satisfaction of international students a sample of Chinese students studying in South Korea. Proceedings of the 3rd International Conference on Judicial, Administrative and Humanitarian Problems of State Structures and Economic Subjects (JAHP 2018), 252, 375-379.
Ayele, M. B., Bekele, H., & Workineh, M. (2020). The Influence of Express Mail Service Quality on Customer Satisfaction: Evidence from EMS Ethiopia. International Journal of Marketing and Business Communication, 9(1&2), 1-12.
Ariani, S., Firdaus, M. R., & Hairudinor, H. (n.d.). Analysis of the influence of service quality, Price, trust, and corporate image on satisfaction and customer loyalty in pt. pos Indonesia Banjarmasin. European Journal of Management and Marketing Studies, 4(2), 46-61.
Dimyati, M., & Subagio, N. A. (2016). Impact of service quality, Price, and brand on loyalty with the mediation of customer satisfaction on pos ekspres in East Java. Mediterranean Journal of Social Sciences.
Eresia-Eke, C. E., Pretorius, E. M., Korkie, L. H., & Pretorius, M. (2020). Subliminal contributions of service quality dimensions to customer satisfaction in food delivery businesses. African Journal of Hospitality, Tourism and Leisure, 9(4), 655–668.
Engdaw, B. D. (2019). The Impact of Quality Public Service Delivery on Customer Satisfaction in Bahir Dar City Administration: The Case of Ginbot 20 Sub-city. International Journal of Public Administration, 43(7), 644-654.
Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda. Journal of Business Financial Affairs, 6(1), 1-11.
Goh, P. S., Kow, W. Y., Lee, W. C., Low, W. N., & Sam, K. H. (2013). The relationship between service quality and customer satisfaction: An empirical study in banking industry. Final Year Project, UTAR, Malaysia.
Gulc, A. (2020). Determinants of courier service quality in e-commerce from customers’ perspective. Quality Innovation Prosperity, 24(2), 137–152.
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Dharmendra, S. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. Sage Publication, Open access, 1 – 10.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM), 2nd edition. Sage publications.
Hartono, S. S. (2019). The Effect of Expected and Perceived Service Quality on Customer Satisfaction: Optical Retail in Indonesia. International Journal of Business and Administrative Studies, 5(4).
Handoko, L. P. (2016). The effect of product quality and delivery service on online-customer satisfaction in Zalora Indonesia. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 4(1), 1189-1199.
Hennayake, H. Impact of service quality on customer satisfaction of public sector commercial banks: A study on rural economic context. Int. J. Sci. Res. Pub. 2017, 7, 156–161.
Hong, W., Zheng, C., Wu, L., & Pu, X. (2019). Analyzing the relationship between customer satisfaction and fresh e-commerce logistics service using text mining techniques. Sustainability, 11(13), 1-16.
Iberahim, H., Mohd Taufik, N. K., Mohd Adzmir, A. S., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self service technology for retail banking services. Procedia Economics and Finance, 37, 13–20.
Jamal, H. Z., Mahamed, A., & Azmi, R. (2018) The relationships between service quality and customer satisfaction of a courier service provider: towards more focus approach. Academic Journal of Business and Social Sciences, 2, 1-13.
Jiang, Y., Lai, P., Chang, C. H., Yuen, K. F., Li, S., & Wang, X. (2021). Sustainable management for fresh food E-commerce logistics services. Sustainable management for Fresh Food E-Commerce Logistics Services. Sustainability, 13(6), 1-19.
Jermsittiparsert, K. (2019). Service marketing mix and service value: A way to increase customer satisfaction. ACM International Conference Proceeding Series, 52–58.
Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411–430.
Khidzir. K, Ismail. N & Abdullah. A. (2018). Validity and River. International Journal of Development and Sustainability.
Lien Yee, H., & Daud, D. (2011). Measuring customer satisfaction in the Parcel Service Delivery: A pilot study in Malaysia. Business and Economic Research, 1(1).
Muhammad Arif Ashraf Alias, Syafiqah Mat Said, Nor Syahzani Jalal, Nur Alfirah Rukin, & Nur Amy Nadia Roslan. (2020). Relationship between service quality and customer satisfaction provided by courier service company. Final Year Project, Politeknik Sultan Salahuddin Abdul Aziz Shah, Malaysia.
Muhammad Arif Ashraf Alias, Syafiqah Mat Said, Nor Syahzani Jalal, Nur Alfirah Rukin, & Nur Amy Nadia Roslan. (2020). Relationship between Service Quality and Customer Satisfaction provided by Courier Service Company. (Thesis)
Murdifin Haming, A. Zulfikar Syaiful, Aditya Halim Perdana Kusuma Putra, & Imaduddin Murdifin. (2019). The application of SERVQUAL distribution in measuring customer satisfaction of retails company. Journal of Distribution Science, 17(2), 25–31.
Monther, W., & Mahadevan, A. (2019). The Impact of Service Quality on Customer Satisfaction: A Study of Arab restaurants in Malaysia. International Journal of Accounting & Business Management, 7(1), 103-120.
Palese, B., & Usai, A. (2018). The relative importance of service quality dimensions in E-commerce experiences. International Journal of Information Management, 40(June 2018), 132–140.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (Fall 1985), 41–50.
Peitzika, E., Chatzi, S., & Kissa, D. (2020). Service Quality Expectations in the Fitness Center Context: A Validation of the Expectations Component of the SERVQUAL Scale in Greece. Services Marketing Quarterly, 41(2), 89–104
Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332–342.
Ramya, N., Kowsalya, A. & Dharamipriya, K. (2019). Service quality and its dimensions. EPRA International Journal of Research and Development, 4(2), 39-41
Razik, M. A., Rozar, N. M., Yusoff, M. N. H., Zain, R. B. M., & Ainon, H. H. (2018). Measuring parcel service quality in university using Servqual Model. International Journal of Supply Chain Management, 7(6), 291-295.
Saleh, F. & Ryan, C. (1991). Analyzing Service Quality in the Hospitality Industry using the SERVQUAL Model. The Service Industries Journal, 11(3), 324-343.
Saysa. (2021). A man from Melaka has expressed utmost disappointment with courier service J&T after he received a damaged parcel with a broken item inside. Available at https://says.com/my/news/msian-disappointed-after-courier-delivers-broken-gaming-monitor.
Saysb. (2021). A luxury bag reseller who used a non-premium courier service to deliver a designer bagthat costs tens of thousands of ringgit has left netizens scratching their heads. Available at https://says.com/my/news/chanel-rm35-000-bag-seller-lost-and-found-courier-delivery.
Sekaran, U. & Bougie, R. (2013), Research Methods for Business: A Skill-Building Approach, 6th ed., Wiley.
Selangor Journal. (2021). Understanding the rights of courier service customers. Available at https://selangorjournal.my/2021/03/understanding-the-rights-of-courier-service-customers/.
Sharma, K., & Das, S. (2017). Service Quality and Customer Satisfaction - With Special focus on the Online Cab Industry in India. International Journal of Business and Management, 12(7), 192-200.
Shamsudin, M. F., Nayan, S. M., Ishak, M. F., Esa, S. A., Hassan, S., & BiS, U. K. L. (1970). Role of price perceptions towards customer satisfaction. Journal of Critical Reviews, 7(19), 677–683.
Siali, F., Wen, A. W. S., & Hajazi, M. U. A. (2018). Booming of Online Shopping in Malaysia: Do Customers Satisfy with Parcel Delivery Service? International Journal of Academic Research in Business and Social Sciences, 8(12), 415–436.
Sutrisno, A., Andajani, E., & Widjaja, F. N. (2019). The effects of service quality on customer satisfaction and loyalty in a logistics company. KnE Social Sciences.
Usman, O., & Anshorulloh, A. (2020). Effect of Customer Satisfaction, Trust, Price, And Quality Service on Repurchase Interests in Online Shop. Available at SSRN: https://ssrn.com/abstract=3511848
Xuehua, J. (2018). SERVQUAL- model- based fuzzy evaluation of express service quality. International Journal of Transportation Engineering and Technology, 4(1), 20.
Yilmaz, V., Ari, E. and Gürbüz, H. (2018), "Investigating the relationship between service quality dimensions, customer satisfaction and loyalty in Turkish banking sector: An application of structural equation model", International Journal of Bank Marketing, 36(3), 423-440.
Yusra and Agus, A. (2020), “The influence of online food delivery service quality on customer satisfaction and customer loyalty: the role of personal innovativeness”, Journal of Environmental Treatment Techniques, 8(1), 6-12.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. P. (1988). SERVQUAL: A Multiple-Item Scale for measuring customer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Zainuddin, N., Deraman, N., Kamis, K., & Marimuthu, D. (2021). Student satisfaction on the quality of service University parcel centre (UPC) : A focus on UUM.
Zhu, T., & Wang, J. (2018). Study on the service quality of express logistics based on the satisfaction of international students a sample of Chinese students studying in South Korea. Proceedings of the 3rd International Conference on Judicial, Administrative and Humanitarian Problems of State Structures and Economic Subjects (JAHP 2018), 252, 375-379.
Published
2023-03-31
How to Cite
MEI HUI, Tong; MEI LING, Goh; SENG HUAT, Tan.
Understanding Customer Satisfaction Towards Delivery Services of E-Commerce.
International Journal of Business and Technology Management, [S.l.], v. 5, n. 1, p. 446-458, mar. 2023.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/21964>. Date accessed: 05 dec. 2024.
Section
Articles
