Service Quality Prioritization in E-commerce Last-Mile Delivery: A Case Study in Thailand

In the era of rapid digital transformation, e-commerce has become a cornerstone of the global economy. This growth has emphasized the critical role of last-mile delivery, the final stage in the delivery process that significantly influences customer satisfaction and operational efficiency. This study utilizes the SERVQUAL model to evaluate five dimensions Empathy, Assurance, Tangibles, Reliability, Responsiveness alongside an additional dimension, 'greenness,' which emphasizes sustainability and environmental impact reduction. It investigates the prioritization of these dimensions based on the perspectives of e-commerce customers in a case study in Thailand, using the Analytic Hierarchy Process (AHP). The results show that Assurance (C2) is the most critical factor, with a weight of 19.38%, reflecting customers' preference for trust and confidence in e-commerce last-mile delivery services. Tangibles (C3) and Reliability (C4) are ranked 2nd and 3rd, with weights of 17.74% and 17.11%, respectively, while Empathy (C1) and Greenness (C6) were found to be the least significant. Despite the relatively close weight distribution among the criteria, the application of AHP effectively distinguishes their importance and relationships, offering valuable insights for decision-making. These results provide actionable guidance for logistics providers to enhance their service quality and for e-commerce retailers to select delivery partners that maximize customer satisfaction.