Page 326 - MARSIUM'21 COMP OF PAPER

Jamy Ong & Adaviah (2022)

included in all three dimension which are the comprehensive of service quality, buying intention and satisfaction. To justify
this argument, Cronin and Taylor (1992) carry out the same research conducted by Parasuraman et al. (1985) on SERVQUAL
scale research. The research gathered data from private interviews from a medium sized town in the South Eastern United
States of America and 660 of questionnaire was collected from four industry (Banking, Maintenance, Financial, and Long-
Distance Mobile Services). 22 items of performance scales were utilized in that research where it was taken from the original
SERVQUAL research. The result clearly shows the superiority of SERVPERF scales in defining the five-service quality
dimension and customer satisfaction level compared to the SERVQUAL scale. In addition, Cronin and Taylor’s findings was
supported by numerous researchers from the service management and marketing background. Due to limited citation of
empirical research on level of customer satisfaction in the hospitality industry corresponding to the validity and reliability,
Yuksel and Rimmington (1998) conducted research to investigate the correlative validity variance of the customer satisfaction
assessment. The research collected 115 completed questionnaires from 460 restaurants customer which comprises of four
different group of questionnaires that will be evaluated with four different technique of customer satisfaction. From the analysis
of the research indicated that SERVPERF scale had a greater convergent validity and predictive strength in calculating the
level of customer satisfaction compared to other scales. Hudson et al. (2004) recommended SERVPERF scale an appropriate
scale for researcher that seek for a time and cost-efficient way to conduct research.

2.2.1 Five Dimension of SERVPERF Scale
The SERVPERF scale's five dimensions can be categorised into five as shown below: (Phan and Nham, 2015; Gronroos,
2007):
• Tangibility: This dimension refers to visible proof of the service.
• Assurance: This dimension refers to staff' knowledge and how nice they are when dealing with consumers.
• Responsiveness: This dimension refers to the staff' readiness to assist customer’s inquiry and deliver prompt service.
• Reliability: This dimension refers to the company's capacity to provide the agreed service consistently and precisely.
• Empathy: This dimension indicates the firm's caring attention to its client’s problem.

2.2.1.1 Tangible Dimension
Tangible dimension is part of service quality that plays a significant impact in determining customer satisfaction as
an increase in tangibility will give a good impression to customer which led to higher satisfaction. According to El Saghier &
Nathan (2013), tangible can be defined as the accessibility of physical facilities, tools or other technology in the company. The
element that represents tangible elements are the recent equipment features, updated technology or tools, neat attire of the
employee and the appealing environment. Besides, Barber and Scarcelli (2010) added that tangible dimension comprises of
the physical environment performance where it directly related to the employee, design of the physical facilities, physical
materials and other factors that being used to serve the customer. Anantharanthan Parasuraman et al. (1998) stated that tangible
dimension appears to have a weak link with customer satisfaction. However, research done by Noble, Sinha, & Kumar (2002)
argues that tangible dimension had a significant effect on customer satisfaction in the China’s telecommunication industry.
The research was supported by Yavas et al. (2004) research where it found that an increase in tangibility will lead to an increase
of customer satisfaction.
H1: To explore the relationship between tangible dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.

2.2.1.2 Assurance Dimension
Assurance is defined as the ability to deliver services with confidence and trust (Ma, Madu, and Madhu, 2002). In
the courier industry, the company need to ensure the employee are well trained and know their responsibility and duties.
According to Goh, Kow, Lee, Loh, and Sam (2013), a well-trained employee will assure each customer experienced a good
empathetic and prompt response to their problem. Phiri and Mcwabe (2013) believed that the critical dimension of service
quality is assurance. They stated that customer like to engage with company that they trusted and this is proven when they feel
satisfied with the services they received previously. According to Khan & Fasih (2014) and Blery, et al. (2009) believed that
the knowledge and skill gained during their training need to be executed accordingly during the service delivery which could
contribute to assurance dimension. Assurance dimension comprises kindness, validity and security and Shahin and Chan
(2006) added that it is important for employee to generate trust and certainty through their learning and friendliness while
working in services industry. Customers must feel confident with the systems provided while being satisfied with the services
provided by the company that offers the services.
H2: To determine the relationship between assurance dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.

2.2.1.3 Responsiveness Dimension
Responsiveness is defined as the readiness and capability of a company to meet and adjust the customer’s needs and
preference. As a result, it is defined by the readiness or position of representatives to provide assistance and offers
administrative convenience (El Saghier and Nathan, 2013). Furthermore, responsiveness dimension consists of how the
company recognise the customer’s demand and needs, flexible working hours, individual attention from employees, sensitivity
toward difficulties faced by customer, and customers' well-being in their trade. Gulc (2017) stated that responsiveness is the
capability to react quickly and give response to customer’s inquiry or issue with the company. According to Blery et. al. (2009),
responsiveness is defined as the process of the company responding swiftly to handle customer’s problem in a

305