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Jamy Ong & Adaviah (2022)

customer satisfaction of J&T Express Kota Shahbandar Malacca. This indicates that empathy 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 empathy dimension and customer satisfaction in courier services industry.
However, this result was contradicted with S. Alnsour et al. (2014) and Sureshchandar et al. (2002) research where both
researches found empathy dimension had a relationship with customer satisfaction.

5.2 Managerial Implication
The findings and outcomes of this research suggested a number of management implications that could be beneficial
to J&T Express Kota Shahbandar Malacca as well as the other courier services. Firstly, the employee of J&T Express Kota
Shahbandar Malacca should always assist their customers even if they are busy (Goh et al., 2013). As mentioned in the problem
of statement of this research where the employee of 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. J&T should provide
an alternative method in reaching them by creating a personal social media account for customer to reach out to the branch
directly where they could get a fast response regarding the inquiry or getting information about their parcel delivery. Secondly,
Next, J&T Express Kota Shahbandar Malacca could adopt the latest technology where a self-collection station where it will
be operated for 24/7 for customer to drop off their letters and packages. This will increase other service quality dimension such
as responsiveness as customer could deliver their parcel in a short time of period and reliability dimension J&T Express
Malacca could provide a service as promised to their customer. As J&T Express Malacca has an up-to-date equipment this
would improve the tangible dimension where customer could save their time to pass their parcel without physical interaction
and it is a simple process for customer to deliver their parcel through the self-collection station.

5.3 Limitation and Recommendation of the Research
There are some limitations and recommendations should be addressed in order to improve future research. Firstly, there is
limitation of research of courier services industry measuring customer satisfaction using SERVPERF scale. Future research
need to recreate this research in a larger scale where various courier services need to be included to get a generalize data about
the service quality of courier services industry. Secondly, this research only had 180 respondents. A bigger popular for future
research are required to improve the accuracy of the result. Thirdly, the questionnaire was distributed using Google Form due
to the Covid-19 pandemics. For future research, it is highly recommended to collect data directly from respondents as this will
help the respondent to understand the purpose of the research. Lastly, the questionnaire prepared for this research is written in
English only. The future researcher should prepare the questionnaire in Malay and Chinese language to ensure the respondent
fully understand the meaning of the research and it will help the future researcher to save their time from explaining the
questionnaire to the respondent that have a poor command in English language.

5.4 Conclusion
The current research investigated about the relationship between service quality dimension (tangible dimension, assurance
dimension, responsiveness dimension, reliability dimension and empathy dimension) towards customer satisfaction of J&T
Express Kota Shahbandar Malacca. Five research objectives and five hypotheses were constructed to develop the conceptual
research framework. A total of 180 data were collected and analysed using IBM SOSS and SmartPLS to obtain the analysis of
the result. The main findings stated that responsiveness dimension and tangible dimension are positively significant towards
customer satisfaction of J&T Express Kota Shahbandar Malacca. However, assurance dimension, reliability dimension and
empathy dimension were not significantly towards customer satisfaction of J&T Express Kota Shahbandar Malacca. The
chosen courier services need to pay more attention towards the three dimensions for further improvement in the future. Next,
a customer satisfaction in courier industry using SERVPERF scale should be conducted by the future researcher as there is
limited research on courier services industry using SERVPERF scale. To conclude, the research has met two out of five
hypothesis and response to the research questions and objectives. This chapter also recommend the future research to conduct
more research on customer satisfaction in courier services and reduces the limitations of the research.

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