Page 335 - MARSIUM'21 COMP OF PAPER

Jamy Ong & Adaviah (2022)

■ 5.0 DISCUSSION AND CONCLUSION
5.1 Discussion of the Results
The discussed results and findings will be used to test the hypothesis that there is a significant relationship between the
variables tangible dimension, assurance dimension, responsiveness dimension, responsiveness dimension, reliability
dimension, and empathy dimension when it comes to customer satisfaction.

H1: To explore the relationship between tangible dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.

In Table 4.19 shows the result of hypothesis testing research where tangible dimension on customer satisfaction are
supported where the beta value and significant values are (β= 0.412, p < 0.05). Therefore, tangible dimension is positively
significant towards customer satisfaction of J&T Express Kota Shahbandar Malacca. This indicates that if tangibles dimension,
for example, physical facilities, appearance of the employee or quality of the courier services, then the customer satisfaction
at J&T Express Kota Shahbandar Malacca will increases as well. Hence, the hypothesis is accepted. This result was supported
by research done by Joefel T (2021) where he stated that tangibility dimension of courier services has a significant relationship
on customer satisfaction. This means that a good tangible dimension provided by the courier services will make the customer
feel satisfied with their services. At the same time, in Le, Nguyen, & Truong (2019) also emphasized that tangible dimension
plays a crucial role in courier services industry. However, there is a few research that claimed tangible dimension do not have
any relationship with customer satisfaction which are research by with Valaei, Rezaei, & Shahijan's (2016) and research by
Ngaliman, Eka, & Suharto (2019).

H2: To determine the relationship between assurance dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.

In Table 4.19 shows the result of hypothesis testing research where assurance dimension on customer satisfaction are rejected
where the beta value and significant values are (β= -0.004, p > 0.05). Therefore, assurance dimension is not significant towards
customer satisfaction of J&T Express Kota Shahbandar Malacca. This indicates that assurance dimension was insignificant
contributor to customer satisfaction. Thus, hypothesis is rejected. This result was supported by Hartini et al. (2018) research
where it stated that there is no relationship between assurance dimension and customer satisfaction in courier services industry.
In research on courier services industry done by Le, Nguyen, & Truong (2019) proven that assurance certainly plays a
significant role in customer satisfaction along with tangible dimension. This statement was supported with the research done
by Quddus & Hudrasyah (2014) where it concluded that assurance influences customer satisfaction.

H3: To examine the relationship between responsiveness dimension (SERVPERF) and customer satisfaction provided by
J&T Express Malacca.

In Table 4.19 shows the result of hypothesis testing research where responsiveness dimension on customer satisfaction are
supported where the beta value and significant values are (β= 0.438, p < 0.05). Therefore, responsiveness dimension is
positively significant towards customer satisfaction of J&T Express Kota Shahbandar Malacca. This indicates that if
responsiveness dimension, for example, response rate towards customer inquiry or solving customer’s problems, then the
customer satisfaction at J&T Express Kota Shahbandar Malacca will increases as well. In this research proves that there is a
strong relationship between responsiveness dimension with customer satisfaction and this statement is supported by the
research conducted by S. Alnsour et al., 2014) and (Naik et al., 2010) as they also stated that responsiveness dimension had
the greatest correlation with customer satisfaction. Research done by Le, Nguyen, & Truong (2019) agreed that responsiveness
dimension is important in courier services industry as it had direct effect on customer satisfaction. This statement was supported
by research done by Ngaliman, Eka, & Suharto (2019) and Quddus & Hudrasyah (2014).

H4: To investigate the relationship between reliability dimension (SERVPERF) and customer satisfaction provided by
J&T Express Malacca.

In Table 4.19 shows the result of hypothesis testing research where reliability dimension on customer satisfaction is rejected
where the beta value and significant values are (β= 0.022, p > 0.05). Therefore, reliability dimension is not significant towards
customer satisfaction of J&T Express Kota Shahbandar Malacca. This indicates that reliability dimension was insignificant
contributor to customer satisfaction. Thus, hypothesis is rejected. This result was contradicted by the research by Le, Nguyen,
& Truong (2019) and Ngaliman, Eka, & Suharto (2019) where both researches stated that reliability dimension had a direct
effect on customer satisfaction in the courier services industry. In this study, consumers might have negative perception on the
reliability of J&T Express Kota Shahbandar Malacca as the courier services did not deliver their services as promised to their
customer. Customer may feel the courier services are not dependable in delivering their parcel or solving their inquiry or
problems. Hence, J&T Express Malacca need to improve their delay of delivery of parcel or document to build a trust and
reliable image on customer’s minds.

H5: To inspect the relationship between empathy dimension (SERVPERF) and customer satisfaction provided by J&T
Express Malacca.

In Table 4.19 shows the result of hypothesis testing research where empathy dimension on customer satisfaction is rejected
where the beta value and significant values are (β= -0.038, p > 0.05). Therefore, empathy dimension is not significant towards

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