Factors Influencing Customer Loyalty in the e-Commerce Era: The Case Study of Pos Malaysia.

• Main Author: Ahmad Najmi, Mahfodz
• Format: Thesis
• Language: English; English
• Published: 2020
• Online Access: http://ur.aeu.edu.my/836/1/FACTORS%20INFLUENCING%20CUSTOMER%20LOYALTY%20IN%20THE%20ECOMMERCE%20ERA_THE%20CASE%20STUDY%20OF%20POS%20MALAYSIA%20for%20print.pdf; http://ur.aeu.edu.my/836/2/FACTORS%20INFLUENCING%20CUSTOMER%20LOYALTY%20IN%20THE%20ECOMMERCE%20ERA_THE%20CASE%20STUDY%20OF%20POS%20MALAYSIA%20for%20print-1-24.pdf; http://ur.aeu.edu.my/836/; https://online.fliphtml5.com/sppgg/ybnk/?1611242512597
• Institution: Asia e University

Postal service is essential to the efficient functioning of the economy and society as a whole, with its extensive physical connectivity and network across the country. However, there is increasing competition from the threats of technological innovations. The aim of this study is to analyse what drives customer loyalty in the Malaysian postal sector in the e-commerce era. The study investigated the following constructs together with customer loyalty: service quality with dimensions according to SERVQUAL model, customer satisfaction in a mediator role, and transformation programmes and e-commerce as moderating variables. 315 post office customers were surveyed with a structured questionnaire using systematic sampling technique. This study revealed that customers are fairly satisfied with the services provided and considered post office personnel as professional, dependable, prompt, courteous and skillful. However, these customers are found to be not loyal enough. Data analysis supports the hypothesis that customer satisfaction mediates the relationship between service quality and customer loyalty. Without customer satisfaction, service quality alone is not sufficient to produce customer loyalty. Transformation programmes are found to be a moderator (despite providing an opposite direction effect) while the path relationship with e-commerce as a moderating variable is found to be not significant. From customers’ perspective, post offices’ lack of e-commerce technology requires action. It should be upgraded for customer convenience and operational efficiency (eg. online system, cashless payment). This research has provided an insight into the level of customer loyalty on the Malaysian postal organisation and the factors influencing it. These findings are vital in providing focus for a postal organisation to attain customer loyalty, which will be invaluable towards achieving profitability and success.