Measuring Customer Satisfaction in the Parcel Service Delivery: A Pilot Study in Malaysia

Abstract

The purpose of this paper is to examine the level of customer satisfaction in the parcel service delivery. A questionnaire survey based on the SERVQUAL model was carried out among 103 parcel service delivery users from the Cheras area, Kuala Lumpur. It was found that tangibility, reliability and assurance each has an impact on customer satisfaction; while empathy and responsiveness have no significant impact on customer satisfaction. The paper contributes to our knowledge on customer satisfaction by presenting the service qualities from a customer perspective and by deriving an effective approach to focus on the important dimensions in the SERVQUAL model in the parcel service delivery business. Implications and limitations from this study are also discussed.