The Effect Of Customer Perceived Service Quality And Service Innovation On Service Loyalty Within Post Office In Malaysia
| dc.contributor.author | Kuimarsi, Shaian | |
| dc.date.accessioned | 2018-01-09T06:59:22Z | |
| dc.date.available | 2018-01-09T06:59:22Z | |
| dc.date.issued | 2017-08 | |
| dc.description.abstract | Post office service providers around the world face many challenges due to the digital revolution, modern internet facilities and advancements in information communication technology. Unless post offices change with radical innovations in the products and services they provide, their long-term survival is questionable. Given the situation, the present study developed a conceptual research framework for potential predictors of post office service loyalty. The research framework was developed in light of an extensive literature review, observational study, expert opinions from academicians and post office officials. Two management theories, Theory of Planned Behaviour, Stimulus Organism Response theory, support the established framework and the diffusion of Innovation Theory as a sub theory which is essential to the achievement of any innovation, including service innovation. The present study takes into consideration the post office service industry’s five dimensions of ‘customer perceived service quality’. These are core services and products, human element of service delivery, social responsibility, systematization of service delivery and tangible services together with three dimensions of ‘service innovation’ via technology leadership, service leadership, and customization as independent variables. The variables of customer satisfaction and brand equity are considered the mediating variables whereas service loyalty of post office is a dependent variable. A quantitative approach through a survey questionnaire was used to collect primary data in all regions of Peninsular Malaysia, which covers post offices in 11 states and two federal territories. Out of 463 post office users surveyed in this study, 249 (54%) respondents expressed service loyalty and revisit intentions. The findings and results suggest that customer satisfaction enhances a positive relationship among all dimensions of customer perceived service quality on service loyalty except for core services and products. On the other hand, technology leadership directly positively influences brand equity. In addition, the variable cost directly positively influences service loyalty due to subsidised pricing of post office products and services compared to other service providers. The contribution of the present study lies in the fact that the path between customers’ perceived service quality to customer satisfaction does exist in the literature. However, the combination with mediation of customer satisfaction leading to brand equity and to service loyalty is not available in the literature. Also, the moderating role of location (urban/rural) of post office, which affects the direction and strength of the relation among the identified constructs in the framework, is another contribution of the current study. The existing research studies in developed countries focus on the importance of automation and integration of post offices. The current research offered the probable solutions and recommendations to post office in terms of introducing new products and developing services to meet customer demands. The findings and results of the present research will be useful to modernize post offices with the latest digitalization technology using available resources, fulfilling the needs of society with day-to-day business transactions. The conceptual research framework proposed in the present study can be customized to any post office system in the ASEAN group of countries. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/5342 | |
| dc.language.iso | en | en_US |
| dc.publisher | Universiti Sains Malaysia | en_US |
| dc.subject | Post office service providers | en_US |
| dc.subject | face many challenges | en_US |
| dc.title | The Effect Of Customer Perceived Service Quality And Service Innovation On Service Loyalty Within Post Office In Malaysia | en_US |
| dc.type | Thesis | en_US |
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