Factors Affecting Quality of the Online Delivery Service among Undergraduate Students

Abstract

The quality of service derived from online delivery service is very paramount to customers and the service providers since there is now a drastic shift by people to buy and sell via the old-style to doing business online and as such, quality of service delivery among other factors should be the hall mark. The aim of this paper is to investigate the factors affecting the quality of online delivery service among the students of University Malaysia Kelantan (UMK). The probability sampling technique with emphasis on simple random sampling technique was used in this study where data was obtained using questionnaire and analyzed using the Statistical Package for Social Science (SPSS) software from 385 respondents from UMK, City Campus. A pilot test on the validity of the questionnaire was conducted and the reliability test results show that all the variables are above 0.7 Cronbach’s Alpha value an indication of acceptability.The analytical results show that service speed, service price, information quality and perceived risk has positive affect on the online shoppers’ perception towards delivery service quality of online shopping. While, Pearson correlation revealed that service speed and information quality obtained the value under the high positive correlation; service price and perceived risk under negligible correlation. In testing the hypotheses of the study, it indicates that service speed and information quality hypotheses have strong relationship with the dependent variable while service price and perceived risk hypotheses had very low relationship with the dependent variable. This study was therefore based on the SERVQUAL model to determine customers perception on online shopping context. The study recommends that different methodologies can be used by future researchersby conducting interview, or broadening the scope of the study in order to find out the exact perception of customers like students on online shopping towards delivery service quality of online shopping.Therefore, the result of this study can be used as a reference by the practitioners or the online stores, enrich the body of knowledge as well as form basis for future researchers that are interested in this field.