SECOND SEMESTER SESSION 2018/2019

(A182)
BPMG3123 TRANSPORT MANAGEMENT
SEMINAR

TO MEASURE THE LEVEL

OF CONSUMER
SATISFACTION OF USING
UNIVERSITY PARCEL
CENTRE (UPC) AMONG THE
UUM STUDENTS
UNIVERSITY PARCEL CENTER (UPC)
 • INTRODUCTION

• LITERATURE REVIEW
• RESEARCH METHODOLOGY

• RESULTS AND DATA ANALYSIS

• DISCUSSION AND CONCLUSION

UNIVERSITY PARCEL CENTER (UPC)

 BACKGROUND OF STUDY
 Postal and courier services is a primary activity to delivery of
parcel , packages, documents, letters, and printed materials
(Noordin et al., 2012).

 ‘UNISTORAGE’ a company control the parcel centre which are

utilize in many Universities and Organization. ‘UNISTORAGE’ a
small division which recognize as University Parcel Center (UPC)
implemented at University Utara Malaysia on 27 February 2019
( SAC UUM, 2019)

 UPC known as “one stop parcel centre”. It also a fundamental

place utility to temporary storage and collection arrival parcel of
students at UPC. (UUM UniStorage, 2019)

 This study emphasize to measure the level of consumer

satisfaction of using UPC among UUM students .

UNIVERSITY PARCEL CENTER (UPC)

 PROBLEM STATEMENT
CONSUMER DISSATISFACTION

PRICE COMPLEX IN
WAITING TIME LOCATION
(Empathy) COLLECTION (Tangible) POOR SECURITY
(Responsiveness)
PROCEDURE ( Reliability)
The continuous of lag Consumers always (Assurance) The location of
issues in receiving aware with the parcel centre The impact of the low
price or charge Moreover, these which is located far security the details of good
parcel will face trouble
either it is fit with policy and from them to reach the customer ordered
to fulfill consumer
satisfaction the services (NND procedures must and to pick up their easily lost. (Foster, 2017)
& Hoang, 2017). be enforced with parcel (Kimelberg,
(Otsetova, 2017) consistently (Fay & S. M., & Williams,
Patterson, 2017). E. ,2013).

UNIVERSITY PARCEL CENTER (UPC)

 RESEARCH QUESTION
1. Does the relationship between tangible towards consumer satisfaction of using
University Parcel Centre (UPC)?
2. Is there a relationship between assurance towards consumer satisfaction of using
University Parcel Centre (UPC)?
3. Does the relationship between reliability towards consumer satisfaction of using
University Parcel Centre (UPC)?
4. Does the relationship between responsiveness towards consumer satisfaction of
using University Parcel Centre (UPC)?
5. Is there a relationship between empathy towards consumer satisfaction of using
University Parcel Centre (UPC)?
UNIVERSITY PARCEL CENTER (UPC)
 RESEARCH OBJECTIVE
1. To examine the relationship between tangible towards consumer satisfaction of using
University Parcel Centre (UPC) .
2. To determine the relationship between assurance towards consumer satisfaction of
using University Parcel Centre (UPC) .
3. To examine the relationship between reliability towards consumer satisfaction of using
University Parcel Centre (UPC) .
4. To determine the relationship between responsiveness towards consumer
satisfaction of using University Parcel Centre (UPC) .
5. To examine the relationship between empathy towards consumer satisfaction of using
University Parcel Centre (UPC).
UNIVERSITY PARCEL CENTER (UPC)
LITERATURE
REVIEW

UNIVERSITY PARCEL CENTER (UPC)

UNDERPINNING THEORY :SERVQUAL
We adopt SERVQUAL model as our underpinning theory
for our study which are consist of five dimension : tangible,
assurance , reliability, responsiveness and empathy.
(Parasuraman, Zeithaml, & Berry, 1988)

Service quality (SERVQUAL) is generally use to identify

the quality of the elements in the product and services that
encompass towards customer satisfaction . (Bateson &
Hoffman, 2011).

UNIVERSITY PARCEL CENTER (UPC)

 THEORITICAL FRAMEWORK
Tangible
(Location)
Assurance
(Collection
Procedure)
Reliability To Measure The Level of
(Poor Security) Consumer Satisfaction of
Using University Parcel
Responsiveness Centre (UPC)
(Waiting Time)

Empathy
(Price)
IV DV
UNIVERSITY PARCEL CENTER (UPC)
 LITERATURE REVIEW
Consumer Satisfaction : It can be measured through products or services
perception, performances and expectation (Spreng, MacKenzie & Olshavsky, 2006).

Tangible: The presence of the physical facility, equipment, workers and the
communication devices available at the service providing places (Kalidas MG,
2007).

Assurance: The knowledge and understanding of the employee as their ability

to attract customer confidence.(Lien Yee & Daud, 2011)

UNIVERSITY PARCEL CENTER (UPC)

 LITERATURE REVIEW
Reliability: Capability to bring the promised services with consistent,
trustworthy and accurately (Karatepe et al, 2005).

Responsiveness: The eagerness to assistance customer and provide service

instantaneously without fault (Sze et al., 2012).

Empathy: The elements of convenient and feeling, an endeavor compassionate

the consumer needs and wants (Rahim et, al, 2016).

UNIVERSITY PARCEL CENTER (UPC)

RESEARCH
METHODOLOGY

UNIVERSITY PARCEL CENTER (UPC)

RESEARCH DESIGN Quantitative method
DATA COLLECTION METHOD - Primary & Secondary Data
SAMPLING DESIGN Target Population
- UUM students arounds 13,171
(World University Rankings,
2019)
Sampling Size
- Ratio, 1:10 (Barclay, Higgins &
Thompson, 1995)
Sampling Technique
- Non-Probability

RESEARCH INSTRUMENT - Informal Interview

- Questionnaire (Google Form)
 5-point Likert Scale.
TIME HORIZON - Cross-Sectional

UNIVERSITY PARCEL CENTER (UPC)

CONSTRUCT MEASUREMENT PART A
- Demographic

PART B – PART F (Independent

Variables)
- Tangible
- Assurance
- Reliability
- Responsiveness
- Empathy

PART G (Dependent Variable)

- Consumer satisfaction

UNIVERSITY PARCEL CENTER (UPC)

RESULTS &
DATA
ANALYSIS

UNIVERSITY PARCEL CENTER (UPC)

 PILOT TEST

Reliability Statistics

N of Items
.813 24

UNIVERSITY PARCEL CENTER (UPC)

 CORRELATION ANALYSIS

Correlations
Consumer
Tangibility Assurance Reliability Responsiveness Empathy Satisfaction
 
Consumer Pearson .486** -.104 .266** .197** .326** 1
Satisfaction Correlation
Sig. (2- 0.000 0.065 0.000 0.000 0.000 
tailed)
N 317 317 317 317 317 317
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).

UNIVERSITY PARCEL CENTER (UPC)

 SUMMARY HYPOTHESIS TESTING
Variables Hypothesis Decision

H1: There is a positive relationship between tangibility

Tangible and consumer satisfaction Accepted

H2: There is a negative relationship between assurance

Assurance and consumer satisfaction Rejected

H3 :There is a positive relationship between reliability

Reliability and consumer satisfaction. Accepted

UNIVERSITY PARCEL CENTER (UPC)

 SUMMARY HYPOTHESIS TESTING

Variables Hypothesis Decision

Responsiveness H4: There is a positive relationship between
responsiveness and consumer satisfaction Accepted

Empathy H5: There is a positive relationship between

empathy and consumer satisfaction Accepted

UNIVERSITY PARCEL CENTER (UPC)

DISCUSSION &
CONCLUSION

UNIVERSITY PARCEL CENTER (UPC)

 DISCUSSION
Based on the correlation analysis , the findings shows tangible, reliability,
responsiveness and empathy have a positive relationship while
assurance have negative relationship towards consumer satisfaction .

 The findings are contrast with the previous studies where assurance indicate
positive relationship towards consumer satisfaction .However, further study
need to emphasize more on assurance dimension .
( Lien Yee & Daud 2011)
 CONCLUSION
UPC needs provides Maximize the efficient
door to door delivery parcel services
services. Minimize the price

Future research can

Utilize the wider their scope
technology in UPC research among the
University in
Malaysia

UNIVERSITY PARCEL CENTER (UPC)

THANK YOU

UPC

UNIVERSITY PARCEL CENTER (UPC)