The Predilection of Courier Service Selection During Cybershopping in Malaysia

Abstract

Cybershopping activities directly create competitiveness within the logistics industry, including courier service providers. These sectors are getting tremendous attention during unprecedented Covid-19 pandemic. The courier service is becoming a crucial activity not only in manufacturing, warehouse and trading but also for individuals. There are certain inclination factors of service quality based on the SERVQUAL model that can contribute to a high level of selection over courier service in the customer’s perception. Perceived of SERVQUAL by consumer should be a vitally-important element to maintain customer satisfaction and loyalty. This article aims to study the predilection that led to courier service selection, during their online shopping in Malaysia context. This study aims to examine relationships between SERVQUAL dimensions of Responsiveness, reliability, assurance and courier service selection. A total of 346 screened respondents throughout Malaysia were conveniently collected via electronic questionnaire. Descriptive, reliability, validity and normality of the data were tested with IBM SPSS Statistics. The key findings of multiple linear regression analysis highlights that all hypotheses were supported by the study. The obtained results confirmed statistically significant relationships among responsiveness, reliability, assurance and courier service selection. This research offers significant insights into service quality in terms of responsiveness, reliability, and assurance by service providers in order to increase the possibility of courier service selection retention during cybershopping in Malaysia.