Analyzing influential factors for preferable courier services in Malaysia by using Fuzzy Analytic Hierarchy Process (FAHP)

This study addresses the problem of understanding users' preferences for courier services in Malaysia. With the increasing reliance on online shopping and package delivery, it is crucial to identify the key factors that shape users' decision­making process when selecting a courier service. To tackle this problem, the Fuzzy Analytical Hierarchy Process (FAHP) method is employed. The study aims to determine the relative importance of criteria such as responsiveness, reliability, empathy, assurance, and tangibility along with their corresponding sub-criteria. A group of experts defines these criteria and sub-criteria, and a questionnaire is distributed to gather data on customer preferences. Using the FAHP technique, the study constructed a hierarchy tree, created a fuzzy pairwise comparison matrix, and calculated criterion and sub-criteria weights. The findings highlight the importance of responsiveness, particularly easy contact with courier companies, as the primary criterion. Enhancing services based on these insights can help users select suitable courier services while improving competitiveness in the industry.