Assessing Overall Service Quality in the Parcel Delivery Services in Korea

서지정보

· 발행기관 : 한국물류학회
· 수록지 정보 : 물류학회지 / 31권 / 1호 / 1 ~ 23페이지
· 저자명 : Mulikova, Zalina, 소애림, 박병인

초록

The COVID-19 pandemic period has seen an increase in the global demand for online retailing which has in turn triggered the growth of parcel delivery services in countries such as South Korea. A new market segment, which among others is constituted from the growing number of foreigners from China, East Asia countries, and the Commonwealth of Independent States (CIS) can be seized by service providers who manage to build and apply a proper strategy taking into consideration customer needs to improve service quality, strengthen corporate reputation, increase customer satisfaction level, gain more loyal clients, boost the rate of repurchase, thus, increasing sale volumes. This paper intends to make an overall assessment of the service quality in the field of parcel delivery services in Korea and also reveal if different consumer groups based on ethnicity and gender demonstrate obvious differences in consumer behavior. Structural equation modeling is employed to reveal cause-effect interactions between constructs while differences between the groups are analyzed via multigroup analysis. Additionally, IPMA methodology is used for proposing strategies to improve the performance of repurchase intention (target construct).
Based on the findings, customer satisfaction possesses the highest importance towards repurchase intention, followed by corporate reputation, customer loyalty, reliability, differentiation, empathy, and infrastructure in the pecking order. Results of the multigroup analysis revealed no significant differences in the consumer behavior of the subgroups. For this reason, a single management strategy can be applied. Managerial implications for increasing repurchase intention in the parcel delivery services sector are suggested. Based on relative importance, it is advisable to focus on customer loyalty and its direct antecedents, namely, customer s atisfaction which is a ffected by s ervice q uality dimensions of r eliability and d ifferentiation. To improve t he performance of repurchase intention, parcel delivery companies should focus on strengthening the reliability of services through the provision of tracking information, making timely deliveries to designated places without damages and losses. Additionally, companies should provide differentiated services via different channels (internet, smart-phone apps, telephone, etc.) as well as differentiated geographical access (un-manned courier box services; delivery service windows in the nearest organizations; women safety boxes, etc.), parcel types (including fresh food, cold chain service, delivering large volume and heavy parcels, etc.).

참고자료

· 없음