TRUST OVER SPEED: SERVQUAL DIMENSIONS SHAPING CUSTOMER SATISFACTION IN SABAH’S E-COMMERCE LOGISTICS
DOI:
https://doi.org/10.35631/IJMOE.831045Keywords:
Customer Satisfaction, Logistics, E-Commerce, Operational Factors, SERVQUALAbstract
The rise of e-commerce has transformed customer expectations toward logistics service providers, making service quality as a crucial determinant towards satisfaction and loyalty. In Malaysia, the surge of online shopping activities has intensified competition among courier companies to deliver efficient, reliable, and customer-oriented services. Although SERVQUAL has been widely applied to evaluate service quality across various industries, evidence regarding its applicability in e-commerce logistics remains inconsistent, particularly in geographically dispersed regions such as Sabah, where logistical constraints differ substantially from those in Peninsular Malaysia. This study examines the effects of five SERVQUAL dimensions, namely tangibility, reliability, responsiveness, assurance, and empathy, on customer satisfaction with e-commerce logistics services in Sabah. By integrating a quantitative research design, 192 data were collected from the e-commerce users in Sabah and was analyzed by using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that assurance and empathy significantly influence customer satisfaction, while tangibility, reliability, and responsiveness have no significant effects. The result of the study highlight the growing importance of trust, professionalism, and personalized care in the logistics sector, surpassing traditional operational indicators such as physical appearance or delivery speed. This study aimed to contribute on the theoretical understanding of SERVQUAL’s applicability in e-commerce logistics and offers managerial insights for improving customer-centered service strategies in emerging logistics markets.
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