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WhyCustomersIntendtoUseExpressDeliveryServices（客戶為何計劃使用快遞服務(wù)）

文獻：SSetiyawati，BHaryanto

文獻出處：《SocialScienceElectronicPublishing》,2022,3(2):56-81

字數(shù)統(tǒng)計：英文2718單詞，15832字符；中文4805漢字

外文文獻：

WhyCustomersIntendtoUseExpressDeliveryServices

AbstractTheaimofthisresearchwastobetterunderstandtheeffectsofproductsquality,pricereasonableness,brandimage,andattitudetowardscustomersintention.Thisresearchwasguidedbyfourresearchquestions:Whatproductqualityhasapositiveinfluenceonexpressdeliveryservicesapositiveattitude?Whatpricereasonablenesspositiveinfluenceonattitudetouseexpressdeliveryservices?Whatpositiveeffectonbrandimageexpressesdeliveryservices?Whatpositiveattitudeinfluenceonintentiontouseexpressdeliveryservices?Themethodologyemployedwassurveyof100customersplusin-depthinterviewswithcourierserviceoperators.InterviewsandsurveywereconductedfromAugusttoOctober2022.ThisresearchwasusedSEMtechniquesfordataanalyze.Theresultsconfirmedtherewasnorelationshipbetweenproductsquality,pricereasonablenessandattitude.Furthermore,brandimagehasinfluenceattitude.Themediatingroleeffectsofcostumersattitudeforproductquality,pricereasonablenessandbrandimagetowardscustomersintentionoffernewinsightintoantecedentsoncostumersintentioninahigh

influence.Thisstudypresentsanoriginalcontributiontounderstandingbrandimageeffectanditsattributeseitherdirectlyorthroughattitudetowardscustomersintentionisdetermine.Keywords:ProductQuality,PriceReasonableness,BrandImage,Attitude,CustomersIntention1.Introduction

Competitiveadvantageislikelytodependonmarketorientation,whichmeansfostersbehaviorsthatleadtocustomersperceptionofsuperiorvalue.Marketorientationimpliestocustomersneedsanddeliveringsolutionsandservicesthatmeetcustomersneeds,whichindicatescustomerorientation.Thephenomenonofattitudeandintentiontouseexpressdeliveryservicepartoforientationtothecustomersisaninterestingissuetobestudied.Previousstudiesshowinconsistencyattitudesandintentionsmodelsrelatingtoexpressdeliveryservices(LiPetrick,2022).Thisisdueeachstudyisbasedontheobjectanddifferentsettings.Theseconditionsprovideopportunitiestodesignanalternativemodelcapableofelaboratingphenomenontobeobserved.Thealternativemodelisbuiltbasedonfivevariables:productsquality,pricereasonableness,brandimage,andattitudeswhichexplainitsinfluenceonintentiontouseexpressdeliveryservices.Thus,predictionmodelsofindividualbehaviorintentioncanbeexplainedasfollows:Productqualityneedstobeexaminedbecausethesevariableseffectivelytoinfluencecustomerattitude(Stanketal.,2022;Richeyetal.,2022;RafidJaafar,2022).However,differentfindingsoninfluencecustomerbehaviorandproductqualityservicesperformedbyMentzeretal.(2022)indicatingcustomerperceptionsaboutproductqualityisveryrelativeandchangeablenaturebecauseofindividualpsychologicalinfluence.1.1.ProblemStatement

Conceptualizationofvariablestobestudied,namely:productquality,price

reasonableness,brandimageandattitudeinfluenceintentiontouseexpressdeliveryservices.Toencouragepracticesthisstudyaddressesthefollowingquestions:Isproductqualityhasapositiveinfluenceonexpressdeliveryservicesapositiveattitude?Whatpricereasonablenesspositiveinfluenceonattitudetouseexpressdeliveryservices?Whatpositiveeffectsonbrandimageexpressdeliveryservices?Whatpositiveattitudeinfluenceonintentiontouseexpressdeliveryservices?1.2.ResearchObjectives

Thegeneralpurposeofthisstudyistolookattheeffectofproductquality,pricereasonableness,brandimageandattitudeinfluenceonintention.Especially,thisstudyaimstofigureproductqualityhasapositiveinfluenceonattitude;pricereasonablenesspositiveinfluenceattitude;brandimagepositiveinfluenceattitude;andattitudepositiveeffectonthecustomersintenttouseexpressdeliveryservices.1.3.ResearchContributions

Thecontributionofthisstudyistoofferanewapproachthatismorecomprehensive,namelyelaboratedimensionsofproductquality,brandimage,pricereasonableness,andattitudetoassesstheextentofitssignificancetocustomers

intenttouseexpressdeliveryservices;contributetothescienceofmanagement.Especiallytounderstandtheeffectofproductquality,pricereasonableness,brandimage,attitudetoassesstheextentitssignificancetocustomersintentonexpressdeliveryservices.Then,showmainfactorsthatexplainhighestvariationincustomersintentonexpressdeliveryservicescompanywillhelppolicymakerstoreformcorporatemarketingservicesignificantlyandqualified;apioneerincustomersintentperspectivetouseexpressdeliveryservices.Thefindingsofstudywillfillchasmstheoreticaltoexploreroleofattitudesthatdecidecustomersintenttouseexpressdeliveryservicesandmainstreamingforfurtherstudiesinmarketingservices.

2.ResearchFrameworkandHypotheses

TheapproachusedinassessingtheinfluenceofattitudesandintentionsofcustomersareTRAofFishbeinAjzen(2022)andTPBdevelopedbyAjzen(2022)withaddingtheperceivedbehavioralcontrolasadeterminantofbehavioralintention.Dimensionsintentiontobehavecustomersessentiallydeterminedbythreefactors:apersonsattitudetowardbehavior,thedegreeofsocialpressureonefeelsaboutthebehaviorandthedegreeofacceptanceofcontrolperceivedinbehavior.Thethirdcomponentofthisbeliefinteractsandbeadecisiveintentionthatdeterminesapersonsbehavior.Inastudyoftheinfluenceoftheattitudesandintentionsofcustomersinusingexpressdeliveryservices,theproposedresearchmodelasfollows:2.1.ProductQualityPositivelyInfluenceonAttitude

Customersuseexpressdeliveryservicesforreasonsoftimelinesssubmissions(KannanTan,2022;CakravastiaTakahashi,2022),atcompetitiveprices(BienstockRoyne,2022;Rahman,2022;Mentzeretal.,2022)reliable,safetyandshipmentsecurity(OxfordEconomicForecasting,2022).Parasuramanetal.(2022);GoodeHarris(2022)saidthatservicequalityisasignificantpredictorofattitudes(CroninTaylor,1992)affectsintentiontobehave.Indicatethatintentionsbetterthancustomersattitudetowardsproducts/servicesquality.Thedegreeofintentdescribescustomerstatewhileattitudeisperceivedbydegreeassessmentofproducts/servicesqualityprovidedbyproviders.InaccordanceopinionsbyFawcettetal.(1996);Colonna(1997)aboutproductqualityattributesthisstudyusedtheGlobalExpressAssociationStandard(2022),namely:GlobalReach;Reliability;Transparency;SpeedandSecurityarepredictedtoaffectpositiveattitude.Basedontheseresults,products/servicesqualityincludedinmodelandproposedthefirsthypothesisasfollows:H1:Productqualitypositivelyinfluenceattitudetouseexpressdeliveryservices.

2.2.PriceReasonablenessPositivelyInfluenceonAttitude

Priceisanimportantvariableforpositiveattitudestowardexpressdeliveryservicesformation.Pricesgivepositiveornegativeconsumerperception(Zeithaml,1988;GerrardCunningham,2022)toassessaproduct,bothproductsservices,andgoods.ColgateHedge(2022)concludebehavioraleffectonthepriceofcustomerattitudesaboutproducts/services(PengWang,2022)price(expensive)andpricingpolicycannotbetrusted.BasedonImranetal.(2022)studiedpricereasonablenesswillbeassessedbyacustomerinaccordancewithservicequality,bothsignificantlywithapositiveattitude.DifferentstudiesChittyetal.(2022)high-qualityserviceswouldbeconsideredgoodevenpaymoreexpensivethanlow-qualityservicessothatservices(Rahman,2022;Mentzeretal.,2022)isdifficulttorepositionprice.Based

ontheresearchabove,followinghypothesisisadvanced:H2:Pricereasonablenesspositivelyinfluenceattitudetouseexpressdeliveryservices.2.3.BrandImagePositivelyInfluenceonAttitude

BasedonresearchAaker(2022);Anisimova(2022);BlombackAxelsson(2022);Martenson(2022);DaSilvaSyedAlwi(2022)explainedthatbrandimageiscustomerattitudesperceptionwhenconsideringaparticularbrand,animagecanbebrandassured.Thebrandimageroleelaboratingmemories,beliefandpreferenceofcustomersattitudetowardabrand(Hsiehetal.,2022;KarampourAhmadinejad,2022).KellerLehmann(2022)explainthatbrandimageandattitudeaffectcustomersintention.NguyenLeBlanc(1998)indicatedattitudeismoreinfluentialthanabrandimageonintention.Hsiehetal.(2022)indicatethecompanysbrandperceptionbiginfluenceonbuyingbehavior.Notedthatbrandimagepositivelyinfluenceattitudeandintentiontouseaparticularproduct.VahidAidin(2022)indicatingthatitcannotpredictactualbehaviorofproducts/servicesselection,duetovariousreasons,particularlysituationalreasons.Basedonresearchabove,followinghypothesisisadvanced:H3:Brandimagepositivelyinfluenceattitudetouseexpressdeliveryservices.

2.4.AttitudesInfluenceonIntentions

Attitudeconsistentlyaffectonintentions(TarkianenSundqvist,2022).Customerspositiveattitudetendstorealizeintention(Ajzen,1991).Basedonresearch(RosenbergHovland,1995;FishbeinAjzen,2022)attitudepredisposesbehavior.Amulti-dimensionalashierarchicalsequencemodelofcognitive,affectiveandconative(RosenbergHovland,1995).Chang(2022)isusedtodetermineattitudeeffectbyintention.Focusofthisstudyaimstodescribethemodelpredictionsaboutattitudesandintentionsonexpressdeliveryservicesaretoexplainindividualsdesiredegreetodetermineattitudeonexpressdeliveryservicescustomer.BasedonresearchAnoraga(2000)indicateintentionbasedonexperienceandmotivationalfactorsinfluencebehavior(Ajzen,2022).Intentiondescribedattitudedirectingbehaviorandsubjectivenormsandreferstoindividualsperceptionthatbenefitsagainstcertainbehaviors(Werner,2022)andincreasingtheintentiontousetheservices.ResultsofresearchWebbSheeran(2022)indicatethattheintentionisthedeterminantofbehavior,inadditiontothePBCcanpredictdirectlytobehaviorormediaterelationshipbetweenintentionandbehavior.Basedonthesestudiesproposedhypothesisthereforeis:H4:Attitudetouseexpressdeliveryservicesmediatestherelationshipbetweenproductquality,pricereasonableness,andbrandimageoncustomersintentiontouseexpressdeliveryservices.Basedonthesedescriptions,researchmodelonattitudesandintentionscustomersusingexpressdeliveryservicesinJakartathisbasicframeworkcanbearrangedasshowninFigure1asfollows:

Figure1.Theconceptualmodel

3.Methods

Theresultsarejustifiedscientificallyfromsourceandtruth,andthenresearchmethodsaredesignedtoprovideaclearandstructuredbasisinstrumentsusedtotestahypothesis.Inordertoachievetheseobjectives,thischapterwilldiscussscope,samplingtechniques,operationaldefinitionandmeasurementofvariables,andstatisticalmethods.3.1.TheScopeofResearch

Thisstudywasdesignedasanexploratoryresearchtoexplainaphenomenon(Maholtra,2022).TheresearchwasconductedinJakartausingsurveytechniquesanddatacollectedarecross-sectional.3.2.SamplingTechniques

Thetargetpopulationinthisstudyiscustomerswhointendtochooseexpressdeliveryserviceforshipments/packages/documentsinJakartachosenasstudysettingareexpectedtolimitascopeofstudysothatresultsarerelativelyhomogeneous.Non-probabilisticsampletakenwithfollowingcriteria:(1)samplemusthaveknowledgeofcourier/courierservice/mail/expressdeliveryservicesintendeduse;(2)Sampleneveruseadeliveryserviceandintendtouseexpress

deliveryserviceatPT.NugrahapathEkakurir(JNE)duringAugusttoOctober2022.Thedeterminednumberofsamplesof100respondents,thusmeetingtheminimumeligibilitycriteriaforconsiderationdataanalysisaspectsofStructuralEquationModel/SEM(Hooperetal.,2022).

3.3.OperationalDefinitionandMeasurementofVariables3.3.1.ProductQualityProductqualityisdefinedasanindividualsperceptionofproductsuperiority(Aaker,1997).InthisstudyvariableproductqualityadoptedfromGlobalExpressAssociation(2022).Productqualityvariablewasmeasuredwithdimension(a)GlobalReach(knowingitswiderange)measuredusingfiveindications:(1)unlimitedrange;(2)reachtoallcorners;(3)abroadrange;(4)reachtocornerand(5)spreadrange;(b)Reliability(knowingofreliableservice)weremeasuredusingfiveindications:(1)timelyservice;(2)reliableservices;(3)consistent;(4)testedservices;(5)ministryassured.;(c)Transparencywasmeasuredusingfiveindications:(1)serviceistransparent;(2)serviceisopen;(3)servicesareeasilytracked;(4)serviceiseasilydetectedand(5)explicitservice.(d)Speed(fastdelivery)wasmeasuredusing5indications(1)fastdelivery;(2)timelydelivery;(3)deliverysmoothly;(4)deliveryefficientand(5)deliveryreliable.(e)Securitywasmeasuredusingfiveindications:(1)safedelivery;(2)deliveryisguaranteed;(3)arenotdamaged;(4)shipmentisnotlost,and(5)shipmentsprotected.Eachitemwasmeasuredusinga5-pointLikertscalefromstronglydisagreetostronglyagree.3.3.2.ReasonablenessPrice

Priceisdefinedasanindividualsqualityperception.Thepricefactorisasacrificethatmustbepaidtogetsomeproducttype(Zeithaml,1988;Rahman,2022;Mentzeretal.,2022).Thisvariablewasmeasuredbyusing5pricereasonablenessindicators(KarampourAhmadinejad,2022):(1)reasonablerates;(2)reasonablerates;(3)affordablerates;(4)reasonablerates,and(5)usualfare.Eachitemwas

measuredusinga5-pointLikertscalefromstronglydisagreetostronglyagree.

3.3.3.BrandImage

Basedontheearlierstudies,theresearcherdeterminedthatthisvariablewasmeasuredbyusingbrandimageattributes.Brandimageiselaboratingmemories,beliefsandpreferencesofcustomersattitudetowardabrand.Sothebrandimageismeasuredusing5indications(Hsiehetal.2022):(1)popularbrandsimage(2)superiorbrandimage.(3)agoodbrandimage.(4)brandimagehasagoodreputation.(5)brandimagehasagoodimpression.Eachitemwasmeasuredusinga5-pointscaleLinkertfromstronglydisagreetostronglyagree.3.4.PositiveAttitudetowardsExpressDeliveryServices

Attitudeisdefinedasadegreeofevaluationlikeordislikeofapersonagainstanobjectorproduct(Ajzen,1991).Thismeansthatifacustomerhasapositiveattitudetowardsaproduct,thecustomertendstomanifestintention.Attitudemeasuremulti-dimensional(RosenbergHovland,1995)asaconstructinahierarchicalmannerdescribedthroughacognitive,affectiveandconativesequence.Inthisstudy,expressdeliveryservicesattitudeismeasuredbyusinga5attitudeindications,namely:(1)Gladtoexpressdeliveryservices;(2)Likestoexpressdeliveryservices;(3)excitedtoexpressdeliveryservices;(4)Happyontheexistenceofexpressdeliveryservices,and(5)Thinkpositivetoexpressdeliveryservices.Eachitemwasmeasuredusinga5-pointLikertscalefromstronglydisagreetostronglyagree.3.5.IntentiontouseExpressDeliveryServices

Intentiontouseexpressdeliveryservices(FishbeinAjzen,2022)ismeasureofconfidence,motivation;attitudestodirectbehavior,subjectivenorm;intentiontoact,andperceptionofbehavioralcontrol.Thisvariablewasmeasuredbyusing5indications:(1)Itwilluseexpressdeliveryservices;(2)Wanttouseexpressdeliveryservices;(3)Tendencytouseexpressdeliveryservices;(4)Willingnesstousetouse

expressdeliveryservices;(5)Regardinguseoftheseservicesinthefuture.Eachitemwasmeasuredusinga5-pointLikertscalefromstronglydisagreetostronglyagree.

4.Conclusion

Influencebetweenvariablesinstructuralequationmodeling,ingeneral,doesnotsupporttheresultsofpreviousstudies,suchasproductqualityandpricereasonablenessisnotconsistentwiththestudy(CroninTaylor,1992)thatproductqualityperceivedandservicesarepredictorsofpositiveattitudesandbehaviorintentionantecendentsubscribers.Thefindingsfurthershowednoconsistentalsowithfindings(Keaveney,1995;ColgateHedge,2022)thatpricereasonablenessinfluencepositiveattitudecustomers.However,resultsofstudiesonpricereasonablenessinlinewith(Mittaletal.,1998;KarampourAhmadinejad,2022)studiesindicatingpricedoesnotaffectcustomerspurchaseintention.Thefind