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Jamy Ong & Adaviah (2022)

satisfaction. Thus, this research intends to evaluate customer satisfaction level using SERVPERF scale at J&T Express Kota
Shahbandar Malacca.

1.1 Background of the Problem
Customer satisfaction is one of the important elements that need to be protected for organizational survival in the
competitive market. An organization need to focus on their customer service quality to ensure the customer are satisfy towards
their services and this will give a huge impact towards the customer loyalty to continue using their services. The researcher is
a customer of J&T Express Kota Shahbandar, Malacca and once came across with a post that expressed dissatisfaction about
the services provided by the branch. At the same time, the researcher noticed that there is a tension on the customer services
staff at J&T Express Kota Shah Bandar, Malacca. The pandemics had caused a rapid growth on the usage of online shopping
and this makes J&T Express Kota Shahbandar, Malacca branch having an overflow warehouse which make the delivery
process slow. Due to Covid 19 pandemic, people are worried on the spreading of Covid 19 as most of the item ordered are
from China where the dangerous virus was issued. With many parcels being placed in the warehouse, there is a risk that the
virus will spread as they did not have enough time to sanitize all of the parcel. To avoid public negative perspectives that could
damage their financial performance, J&T Express Kota Shahbandar, Malacca implemented a strict measure to spray the
disinfectant very thoroughly to ensure customer are not hesitant to use their services in fear of encountering Covid-19.
However, this consumed a large amount of time which led to a delay in the parcel delivery. On another occasion, many
customers posted in social media such as Twitter, Instagram and Facebook as well as online shopping platform to express their
dissatisfaction regarding the frequently late in updating their parcel delivery tracking record. Besides, J&T Express Kota
Shahbandar, Malacca received complaint on their bad customer service where they could not handle a huge number of
complaints daily and customer could not contact the branch when they wanted to ask question about their parcel delivery which
cause dissatisfied to their customer.

1.2 Research Question
This study listed five main research questions:
RQ 1: What is the relationship between tangible dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca?
RQ 2: What is the relationship between assurance dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca?
RQ 3: What is the relationship between responsiveness dimension (SERVPERF) and customer satisfaction provided by
J&T Express Malacca?
RQ 4: What is the relationship between reliability dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca?
RQ 5: What is the relationship between empathy dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca?

1.3 Research Objectives
This study listed five main objectives:
1. To explore the relationship between tangible dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.
2. To determine the relationship between assurance dimension (SERVPERF) and customer satisfaction provided by
J&T Express Malacca.
3. To examine the relationship between responsiveness dimension (SERVPERF) and customer satisfaction provided
by J&T Express Malacca.
4. To investigate the relationship between reliability dimension (SERVPERF) and customer satisfaction provided by
J&T Express Malacca.
5. To inspect the relationship between empathy dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.

■ 2.0 LITERATURE REVIEW
2.1 Definition of Service Quality
Till today there’s no agreement on what constitutes quality. Quality is interpreted as satisfying the demand of the
customer. According to Seth et. al. (2005), all services need to focus on fulfilling customer’s demand by removing any non-
standard feature. Parasuraman et. al. (1988) stated that customer’s perception of service quality is based on the assumption of
what the businesses could offer to them and the perception of the company’s performance in offering their services. Zeithaml
(2002) describe service quality as an action of customer conducting a relative inspection on the service provided by the
company. On the other hand, Sureshchandar, Rajendran & Anantharaman (2002) agreed that a company that have a good
service quality will have a better competitive advantage compared to their competitor. SERVQUAL scale is another used to
measure service quality. This scale contains forty-four (44) items to identify customers’ perspective towards the degree of
service quality (Alrawashdeh, 2014). Other than SERVQUAL scales, there is a scale called “SERVPERF” which was
suggested by Cronin and Taylor (1992). SERVPERF scale comprising twenty-two (22) items which is established from
SERVQUAL scale proposed by Parasuraman (1985) and Parasuraman et al (1988).

2.2 SERVPERF Scale
Service Performance (SERVPERF) was suggested by Cronin and Taylor in 1992 to substitute SERVQUAL model.
Cronin and Taylor stated that SERVPERF is one step ahead than SERVQUAL in describing variance in service quality which

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