Pengalaman Perkhidmatan terhadap Penggunaan Berterusan: Apakah faktor-faktor yang mendorong dalam Industri Kurier, Ekspres dan Bungkusan (CEP) di Malaysia

Normalini Md Kassim

Pengalaman Perkhidmatan terhadap Penggunaan Berterusan: Apakah faktor-faktor yang mendorong dalam Industri Kurier, Ekspres dan Bungkusan (CEP) di Malaysia

Normalini Md Kassim

Abstract

Kajian ini meneliti faktor utama yang mempengaruhi penggunaan berterusan dalam kalangan pengguna akhir industri kurier, ekspres dan bungkusan (CEP) di Malaysia. Berasaskan teori kualiti perkhidmatan dan kepuasan pengguna, kajian ini membangunkan kerangka bersepadu yang menggabungkan dimensi SERVQUAL dengan atribut tambahan seperti Keselesaan, Harga, Logistik Hijau, Fleksibiliti Perkhidmatan dan Pengurusan Aduan. Data daripada 482 pengguna dianalisis menggunakan pemodelan persamaan berstruktur bagi menguji hubungan antara atribut perkhidmatan, Kepuasan Pengguna dan Niat Penggunaan Semula. Dapatan menunjukkan bahawa Kebolehpercayaan, Jaminan, Keselesaan, Harga dan Logistik Hijau memberi kesan positif signifikan terhadap Kepuasan Pengguna, manakala Responsif, Empati, Ketara, Fleksibiliti Perkhidmatan dan Pengurusan Aduan tidak signifikan. Kepuasan Pengguna berperanan sebagai pengantara penting antara atribut perkhidmatan dan niat penggunaan semula. Penemuan ini menegaskan kepentingan pengukuhan atribut teras dan integrasi amalan logistik hijau bagi meningkatkan kepuasan serta merangsang penggunaan berterusan dalam pasaran e-dagang yang pesat berkembang.

Keywords

SERVQUAL; Kualiti Perkhidmatan; Kepuasan Pengguna; CEP; Niat Penggunaan Semula.

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References

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