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759 Siti Amira & Dr. Adaviah (2022)

Figure 1: Research process flow for the customer satisfaction towards courier services using SERVPERF

The figure 1 shows the Research process flow for the customer satisfaction towards courier services using SERVPERF. It
illustrates the flow of the research process. The study will begin by identifying the research problem, which will be reviewed
through a journal that has been conducted by another individual, a process called as a literature review. If the literature review
is significant to the research problem, data gathering can proceed; if it is not, the research problem must be restudied. Following
data gathering, the research will proceed to the questionnaire survey and observation stages. The findings will be analyzed and
discussed as the research comes to a close.

■ 2.0 LITERATURE REVIEW

2.1 Customer Satisfaction

According to (Bernazzani, n.d.), customer satisfaction is a critical concept for customer success professionals to
understand and live by, and it's actually about more than a money-back guarantee. Hence, customer satisfaction is a metric that
evaluates how satisfied customers are with a business's products, services, and capabilities. Information on customer
satisfaction, such as surveys and ratings, can aid a firm in determining how to enhance or modify its products and services.
The primary goal of any business should be to satisfy its customers. This remains true for business organizations, retail and
wholesale businesses, government agencies, service enterprises, nonprofit organizations, and every subgroup within a
company. In order to increase the customer satisfaction, company should meet their expectation. The level satisfaction of the
customer can be measured through the performance components in the service quality scale or we called it as SERVPERF.

2.2 Service Performance (Servperf)

Cronin and Tylor developed the SERVPERF paradigm, which proposes that perceptions of performance are the only
criteria for measuring and defining service quality. They looked into how service quality is conceptualized and measured, as
well as the relationship between service quality, customer satisfaction, and purchase intent. The Service Quality Scale
(SERVQUAL) has been proved to measure five underlying aspects, and SERVPERF is the performance component of that
scale. Adapting the SERVQUAL to measure a service's performance simply based on customer feedback. A twenty-two-item
survey instrument used to rate the quality of non-electronic services based on customer perceptions of actual service quality.
Reliability, assurance, tangibles, empathy, and responsiveness are the five dimensions of the instrument. The SERVPERF
evaluates quality in terms of behavior rather than satisfaction. It does, however, use the concept of perceived service quality
leading to satisfaction. However, it goes one step much further and correlates satisfaction to future purchase intentions. The
SERVPERF is a variant of SERVQUAL, and it uses the same categories to evaluate service quality which are Tangible,
Reliability, Responsiveness, Assurance, and Empathy. There are statements in each category that are rated on a 7-point Likert
scale. SERVPERF proposed just 22 statements (performance related), whereas SERVQUAL proposed 44 (expectations and
performance related).

2.3 Hypothesis Development

2.3.1 Tangible

Tangible is ….. Despite the fact that it is the least crucial dimension, look is important. Just not to the same extent as the other
dimensions. Service providers will want to ensure that their staff' appearances, uniforms, equipment, and work areas on-site
(closets, service offices, etc.) are all in good shape (Arlen, 2020). The rater metric of tangibles is possibly the most difficult to
define. It includes how the customers react to the atmosphere that generate. It's easy to conceive of firms with good tangibles
if company have a physical site (Measuring Customer Service Quality with the RATER Framework, 2020). According to
Suciptawati et al, customer satisfaction and service performance are important aspects of business because a company's growth
is largely dependent on how well it maintains its customers through service. Customer satisfaction is predicted to rise as a
result of superior service quality or service performance, which will increase customer retention and loyalty.

H1: There are positively significant relationship between the tangible of courier service performance (SERVPERF) and
customer satisfaction.
H : There are negatively significant relationship between the tangible of courier service performance (SERVPERF) and
01
customer satisfaction.

2.3.2 Assurance

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