Page 324 - MARSIUM'21 COMP OF PAPER

Jamy Ong & Adaviah (2022)

PRESENTATION

FINAL YEAR PROJECT
AHIBS UTM SKUDAI

APPLICATION OF SERVPERF MODEL TO EVALUATE CUSTOMER

SATISFACTION IN THE COURIER INDUSTRY: A CASE STUDY ON J&T
EXPRESS MALACCA

1 2
Jamy Ong Swee Ai , Dr Adaviah Binti Mas’od

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

a
b
ong.swee@graduate.utm.my , adaviah@utm.my
Abstrak
Kajian ini bertujuan untuk menilai tahap kepuasan pelanggan menggunakan skala SERVPERF oleh perkhidmatan kurier iaitu J&T Express
Kota Shahbandar Melaka. Satu set soal selidik diberikan kepada pelanggan J&T Express Melaka melalui Borang Google untuk mengukur
tahap kepuasan mereka. Data tinjauan dikumpul melalui sampel bola salji di mana pelanggan terpilih mempunyai pengalaman menggunakan
perkhidmatan kurier tersebut semasa pandemik Covid-19. Analisis regresi berganda digunakan untuk menyiasat hubungan antara setiap
pembolehubah dan tahap kepuasan pelanggan bagi mencapai objektif penyelidikan ini. Kajian mendapati hanya dimensi responsif dan
penampilan ketara mempunyai hubungan dengan tahap kepuasan pelanggan di perkhidmatan kurier yang dipilih dalam kajian. Batasan kajian
ini ialah tiada kajian lain yang mengukur tahap kepuasan pelanggan dalam industri perkhidmatan kurier menggunakan skala SERVPERF.
Pengkaji masa depan boleh mencipta semula penyelidikan ini dalam skala yang lebih besar di mana pelbagai perkhidmatan kurier perlu
disertakan untuk mendapatkan data umum tentang kualiti perkhidmatan industri perkhidmatan kurier. Untuk implikasi teori, ini adalah salah
satu projek penyelidikan yang terawal menyiasat tahap kepuasan pelanggan industri kurier menggunakan skala SERVPERF. Untuk implikasi
praktikal, penyelidikan ini akan membantu pengurus cawangan untuk lebih peka dalam menyediakan perkhidmatan yang cekap kepada
pelanggan mereka.

Kata Kunci: SERVPERF, Tahap Kepuasan Pelanggan, Kurier Servis

Abstract
The aim of this research is to evaluate the level of customer satisfaction using SERVPERF scale by a courier service which is J&T Express
Kota Shahbandar Malacca. A set of questionnaires will be given to the customer of J&T Express Malacca through Google Form to measure
the satisfaction level. The survey data were collected via snowballing sample where selected customer who had experienced using the selected courier
service provider during Covid 19 pandemics. A multiple regression analysis is used to identify the links between each independent variable
and customer satisfaction in order to achieve the research objectives. This research found that only responsiveness and tangible dimension
had a relationship with the level of customer satisfaction at the J&T Express Kota Shahbandar Malacca. The limitation of this research is
there no research on measuring customer satisfaction in courier services industry using SERVPERF scale. The future researcher can recreate
this research in a larger scale where various courier services need to be included to get a specific data about the service quality of courier
services industry. For theoretical implication, this is one of the earliest research projects that investigate the customer satisfaction of courier
industry using SERVPERF scale. For practical, this research will assist the manager of the branch in being more aware on providing an
efficient service to their customer.

Keywords: SERVPERF, Customer Satisfaction, Courier Service

■ 1.0 INTRODUCTION
In the era of globalization, competition in the service industry is unavoidable, especially during the Covid 19
pandemics. This heightened competition has forced service providers to compete for consumers' requirements and preferences.
Because a business's primary objective is to provide satisfaction and match consumer demands, the organization need to ensure
that clients receive the best possible service. E-commerce company platforms are exploding in popularity in the digital era.
Online transactions are increasing the popularity of e-commerce platforms among clients. According to the Statistic E-
Commerce Malaysia (2019), Malaysia is expected to experience one of Asia's fastest e-commerce growth rates between 2018
and 2022, at 20%, owing to new government initiatives aimed at increasing consumer spending and attracting young
consumers. While the COVID-19 virus prompted widespread lockdowns, residents remained at home, unable to go shopping
physically. Therefore, in the beginning of the year 2020, the e-commerce platform become the prima donna for customers. We
could see that online sales grew concurrently with the epidemic as well as the parcel deliveries (Hermann Gruenwald, 2020).
In Malaysia, the courier services grow rapidly through these past few years. There are various courier company in Malaysia
such as J&T, Post Laju, Best Express, Ninja Van, DHL, SkyNet Express and other. These companies offer various value and
services to boost their service performance to win the heart of the customers. In the services performed, delivery delay is one
of the main issues for all of the service courier especially during the Covid 19 pandemics which could lead to service failure.
Thus, all of the courier company put effort, money and time to try their best to reach the maximum level of their customer

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