Beyond parcels: exploring the service quality-driven paradigm of customer satisfaction in the courier sector

Against the backdrop of the COVID-19 pandemic, this study delves into the dynamic between courier service quality and the contentment of young customers. Harnessing the robust SERVQUAL model, we engaged 217 Malaysians under 40, employing structural equation modelling. The findings resonate with the positive influence of assurance, empathy, reliability, and tangibility on customer satisfaction, though responsiveness veers in a different direction. Beyond its theoretical contribution to the SERVQUAL model, this research carves a unique niche by dissecting the interplay of courier service quality and customer satisfaction, resonating strongly with young consumers during the pandemic. Practical implications abound, empowering courier firms to optimise their service quality for enhanced customer experience.