Implication of Logistics Service Quality on Customer Satisfaction: the Case of Jumia Online Market
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Date
2016-08
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Addis Ababa University
Abstract
he main purpose of this study is to investigate the implication of logistics service quality
dimensions on customer satisfaction. In addition it measures customer satisfaction level
and the logistics service quality of Jumia online Market. The seven dimensions of logistics
service quality model i.e. information quality, order procedure, timeliness, order condition,
order accuracy, order discrepancy handling and personnel contact quality were used to
measure the logistics service quality of Jumia online market. In order to answer the raised
research questions, both primary and secondary sources of data were used. The primary
data was collected through administrating questionnaire. A combination of purposive and
convenient sampling technique was used to obtain 96 responses from customers of Jumia
online market who had made purchases recently. Correlation analyses were used to
investigate the relationship between dependent and independent variables. Regarding the
satisfaction level measurement, 52.7% of respondents are satisfied and 28.6% are highly
satisfied with the logistics service provided by Jumia online market. The correlation
results indicate that there is a positive correlation between the dimensions of logistics
service quality and customer satisfaction. The research showed that timeliness and order
procedure plays the most important role in customer satisfaction level followed by Order
accuracy, Information quality, Order discrepancy handling, Order condition and
Personnel contact quality respectively. From the seven logistics service quality
dimensions, timeliness is the least scored one on the perception measurement. Jumia online
market should give focus to improve logistics service quality items of this specific
dimension by enforcing seller to make a commitment on availing the orders as soon as they
are placed, to make time gap between order placement and receipt shorter, and continuous
follow up of delivery partners is mandatory as it has significant impact on delivering
products on the promised date.
Key Words: Customer Satisfaction, Logistics Service Quality, Online market
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Keywords
Customer satisfaction; logistics service quality; Online market