Factors that Influence Students’ Perception towards Customer Satisfaction on Delivery Service

Courier business have seen a significant transformation with the advent of digital platforms that offer convenience, faster and efficient to deliver online purchases to customers. Therefore, customer satisfaction directly correlates with the sustainability of delivery services. This study is carried out to analyse the association between delivery services features (delivery efficiency, parcel tracking, smooth delivery, and convenience) and customer satisfaction among students of Universiti Malaysia Kelantan (UMK) in Pengkalan Chepa. Non-probability convenience sampling was used in this study and the questionnaires were distributed by Google Forms. The study received a response from 376 respondents from students of UMK. Collected data was analysed using SPSS. The study is implemented descriptive analysis and multiple linear regression to analyze the data. Result showed that all independent variables of delivery services (delivery services, parcel tracking, smooth delivery, and convenience) are significantly affect customer satisfaction. Results also revealed that the most significance factor that affect the customer satisfaction on delivery services is parcel tracking. Therefore, these findings will enhance the quality and sustainability of courier services. It also offers guidelines to industries, policymakers and stakeholders.