Exploring e-retailers' perception of courier service quality: a qualitative approach / Normazahani Muhthar

There has been a tremendous paradigm shift in the retail sector where most of the retails, trading and any other form of business has shift from brick-and-mortar stores to e-commerce platform. As the e-retailers is facing an intense competition in the digital market, courier service quality is one of important characteristics to gain competitive advantage. However, most of studies in courier service quality are focusing on online shopper perception rather than e-retailers. Hence, study about courier service quality from e-retailers point of view is still lacking. Therefore, this study fills in the gap by exploring the courier service quality attributes in e-retailers' selection of the courier service provider (CSP). This research was conducted based on qualitative approach. A sample often (10) informants was selected for interview. Interview data were collected using semi-structured questions designed based from literature review. The data collected then was analysed using the thematic analysis method to determine the major themes that influence the e-retailers' intention to choose their preferred CSP. The analysis of interview identified that Systematic Pre-Delivery, Transparent and Seamless Delivery, Convenience After Delivery have been the factors that influence the e-retailers' choice of courier service providers. The findings of the research suggested the Theoretical Framework of Courier Service Quality as a strategic approach for the courier company to segmentized their customer's based on their roles and needs. The ability to accommodate the e-retailers' expectation will attract a good business alliance with the e-retailers, gaining their trust and winning the competitive advantage and finally to ensure that the courier industry can grow in tandem with the booming of the e-commerce industry.