Measuring Oversea Customers’ Satisfaction in the International Parcel Service Delivery

– A Case Study of XJB Express

Abstract

The Chinese-based XJB Express is a courier company that places a strong emphasis on

providing efficient service that is tailored to meet the requirements of customers located in

other countries. XJB Express also places a strong emphasis on maintaining a high level of

customer satisfaction. This research provides consumers' evaluations of every aspect of J&T

Express' operations, as well as how the company improves upon those evaluations and

maintains them. Additionally, the research reveals how the company maintains and improves

those evaluations. In addition, the research shows how the company keeps those evaluations

current and how it continues to improve them. The purpose of the study is to determine the

extent to which various aspects of a product or service, such as price, convenience, the

quality of the service, and safety, have an effect on the level of satisfaction experienced by

the end user. Specifically, the study will look at how price, convenience, the quality of the

service, and safety all play a role.

We are going to use SPSS for the purpose of putting our hypotheses to the test, and our

sample size is going to consist of one hundred and twenty different customers. For the

purpose of making the administration of the online survey that is currently being carried out

more manageable, Google Forms are being utilised. The findings of the study will show that

the level of customer satisfaction with XJB Express is significantly influenced by a variety of

factors, including the price, the level of safety, and the quality of the service that is provided.

This will be demonstrated by the fact that the level of customer satisfaction has increased

over time.
Key word: Convenience, Customer Satisfaction, Price, Safety, and Service Quality

1.0 Introduction

Various stakeholders including customers, suppliers, and competitors have been putting a lot

of pressure on companies to implement environmentally friendly management practices for

many years (Delmas & Toffel, 2008). While this is true, XJB Express, which began working

with DHL, the ’s top logistics firm and a worldwide leader in the field, continues to function.

With a global presence, it provides a high degree of service quality to its supply chain in

order to satisfy the needs of its clients. In addition to air and ocean transportation, the firm

offers road and rail transportation, contract logistics, and foreign post services. With more

than 220 countries and territories within our network, DHL employs more than 310,000

people worldwide to ensure quality service excellence and local experience, enabling our

customers to fulfill their supply chain requirements in more than 220 countries and territories

around the world (DHL, 2019). As part of its social responsibility, DHL supports climate

stability, disaster mitigation, education, and other initiatives that are important to the society.

There is also the fact that DHL Malaysia is a division of Deutsche Post DHL; depending on

the division, DHL Malaysia may have DHL Express, DHL Global Forwarding, DHL Supply

Chain, or Supply Chain, Corporate Information Solutions.

1.1 Research Background

There are hundreds of skilled workers working for XJB Express Supply Chain in the logistics

field in around the world, which is a part of their expansion into this market. They provide a

complete spectrum of integrated supply chains in the logistics areas of clothing, retail,

consumer devices, high technology, and aerospace. Furthermore, its IT staff has been able to

ease the delivery process and offer clients with accurate information about their order. XJB

Express are one of the leading supply chain companies in the world that offer a range of
value-added services including warehousing, warehouse transportation, value-added

products, and value-added services to customers in the manufacturing industries, including

technologies, retail, and fashion sectors.

This research uses a PEST analysis of XJB Express to demonstrate how

macroenvironmental variables may be utilised to establish a framework of

macroenvironmental factors in the environment scan element of strategic management. XJB

Express collaborates with DHL as a worldwide logistics firm in numerous nations that have

distinct political systems, regulations, and cultural values than the country in which XJB

Express operates. It is important that any company behaves ethically and legally in its

dealings with customers, business partners, shareholders, and the general public so that its

authenticity can be determined largely by its conduct. In order to maintain an unimpeachable

reputation among business partners, shareholders, and the general public (Deutsche Post

DHL Group, 2019b), the company must behave ethically and legally in its dealings with

them. A stable political environment can ensure the smooth running of the company's

business activities by establishing policies and laws to ensure the company's activities run

smoothly. Regulatory bodies ensure that firms will remain competitive, will protect

customers, and control business practices to make sure that they comply with laws.

The next factor to consider is the economic environment. Due to the Coronavirus

(COVID-19) outbreak that has plagued the world, the country's economy is currently in a

recession. It is not surprising that local consumers continue to use courier services as they

purchase products online. Through the expansion of the parcel network, they intend to

leverage the strong growth opportunity provided by this for both the domestic and foreign

parcel markets (Deutsche Post DHL Group, 2019). There has, however, been a sharp decline

in both the import and export sectors. In order to prevent the spread of COVID-19, this

measure is designed to reduce the use of imported products. The company's staff has been
working non-stop since the pandemic began, adapting and optimizing its global network

operations in response to emerging technologies, regulatory requirements, and continuous

shifts in both demand and capability (DHL Express, 2020a). Even though DHL faces

substantial obstacles, the company continues to achieve success.

Additionally, the social environment has a significant impact on what users need and

desire. Research & Development (R&D) plays an important role in understanding and

meeting customer demands. A company such as XJB Express should continue to surprise its

customers and even its rivals in such a dynamic marketing environment. To maintain its

leading position, courier company should invest more in research and development, as well

as consummate service" (Liu & Wen, 2012). To maintain its position in the market and

maintain a demand for its products, the company must respond to changing socio-cultural

patterns as a result of the outbreak of the influenza pandemic. As a company builds its brand

and image, customer satisfaction and internal cooperation play a significant role. Thus, it is

imperative that the company maintains a high level of customer satisfaction.

As a final note, it is an environment that is technologically advanced. Over the past

couple of years, XJB Express has utilized new technology to ensure that its services operate

smoothly and efficiently. As a result, business productivity is increased in a variety of ways,

time is saved, business costs are reduced, and cost reductions are made. The system provides

a quick and efficient means of tracking parcels. As a result of GOGREEN's green

environmental protection program, it is an outstanding green environmental protection

program that can be utilized by any company to reduce emissions associated with transport,

thereby increasing the chances of attracting more potential clients (Liu & Wen, 2012).

However, the cost of maintenance and implementation may rise as a result of the use of new

technology. As well as retaining existing investors, the company should be able to reduce the

financial burden it faces in the future.

 1.2 Problem statement

The objective of this study is to establish an empirical investigation of contributing factors

that influence the customers’ perception in selecting international parcel service delivery.

Despite the growing interest in parcel service delivery and customer services, little empirical

research has been conducted on the international delivery service referring to international

customers. This paper works toward indicating that the model of service quality from

Parasuraman et al. (1985) leads to an understanding of customer’s satisfactions and selecting

XJB in China.

1.3 Objective of the Study

To investigate the factors of SERVQUAL model that influence the customer satisfaction in

selecting international delivery service providers.

1.4 scope of the study

To explore the link between sustainable competitive advantage and strategic effectiveness,

DHL Express is selected as the place to carry out the research.

1.5 Significance of Research

This paper aims to measure oversea customers’ satisfaction in the international parcel service

delivery, specifically using XJB Express as courier service. Global innovations have had a

positive effect on the logistics industry as e-commerce rapidly expands. XJB’s operation can

be improved by acknowledging a few variables to improve customer satisfaction and the

company's operations. It is imperative that the company remains current due to the growth of

the company and the loyalty of its customers. This development should be taken into account

by the business to ensure that it is competitive with its competitors. A viable solution will be
provided to cope with the patterns once they have been examined. It is anticipated that the

solutions will provide the organization with a variety of benefits.

It is anticipated that there will be positive outcomes from the incorporation of these

ideas, thereby validating the concept. There are a few objectives that are intended to be

achieved by this project, namely improving the efficiency of the company, improving its

effectiveness, increasing customer satisfaction, improving its courier service, winning the

competition, and improving its responsiveness. Customers' satisfaction with XJB Express is

also examined in this study. A customer's perception of product performance in comparison

with their expectation of that performance can be viewed as a psychological concept (Barsky,

1992; Hill, 1986). In order for a product or service to satisfy the innate desires of consumers,

it is likely that the customer will be satisfied with it (Oliver, 1980), and as customer

satisfaction increases, you will be more likely to make a purchase decision (Anderson & Sin,

2020).

1.6 Theoretical framework

Price

Convenience
Customer satisfaction
Service quality

Safety

2 Literature Review

2.1 Parcel Service Delivery

Customers' satisfaction with logistics services will directly affect their loyalty to the service,

according to Djan and Adawiyyah (2021). Though JBX Express has grown rapidly and
earned public recognition within a short period of time, it has been plagued by scandals,

which negatively impact customer satisfaction. A littering incident in 2021 was attributed to

an employee whose littering resulted in the management promising to compensate the

employee for the damaged goods (Palansamy, 2021). As a result of the proper handling of

customer complaints by the company, in the long run, this will lead to customer satisfaction

(Arumugam, Subramaniam, Mylvaganam, & Singh, 2020).

Providing services that satisfy the needs of customers is essential for logistics

companies to be able to provide their customers with the quality of service that they demand

(Tang et al., 2022). It is important for organizations to differentiate themselves from their

competitors when faced with the competition in order to stand out from the crowd (Maslach,

Stapp, & Santee, 1985) so as to stand out from the crowd. It is imperative that you ensure that

you meet the needs of your customers on an ongoing basis in order to differentiate yourself

from your competitors on an ongoing basis in order to gain their loyalty. According to Yo et

al. (2021), who identified the factors that influence the satisfaction of overseas customers

with delivery companies, the purpose of this study is to determine the level of oversea

customers' satisfaction with delivery couriers according to Yo et al. (1921). There are four

main factors that can affect the level of customer satisfaction: price, convenience, service

quality, and safety.

2.2 Customers’ Satisfaction

An organization's level of customer satisfaction can be measured by measuring how satisfied

its clients are with its products or services. To put it another way, customer satisfaction

occurs when a product or service meets the expectations of the customer. An organization's

commitment to customer satisfaction will provide some competitive benefits, such as

increased sales and brand loyalty (Neil Patel, 2022). Additionally, customers who are
satisfied with their experience will be more likely to recommend and share their experiences

with their family members and friends. In contrast, dissatisfied customers may leave negative

reviews on the company's website and decide to switch to a competitor. Feedback from

customers can enhance a company's operational efficiency and effectiveness, including its

decision-making process, which is extremely important.

2.3 Price

Kotler & Armstrong (2016) describe price as the amount charged for a product or service.

Upon closer examination, price may be defined as the total amount that a customer exchanges

for a product or service they are interested in. A merchant receives monetary value for a

product or service when it sells it to a customer (Nagle & Müller, 2017). In order to

determine whether or not to purchase a product or service, customers will set both an upper

and a lower threshold (Kotler & Keller, 2016). They will not purchase it if the price exceeds

the upper limit, and they will doubt the quality if the price is below the threshold. Pricing

should therefore take into consideration both the actual and perceived value of the product

(Twin, 2022). The price of a product is directly related to the satisfaction of the customer. It

is important to note that consumers make purchase decisions based on the price of a product

or service, so the price is a critical factor in customer satisfaction (Kaura, Durga Prasad, &

Sharma, 2015). Additionally, customers monitor the prices being paid by others in order to

ensure they are not paying too much (Razak, Nirwanto, & Triatmanto, 2016). Customers may

become dissatisfied if they discover that their competitors offer lower prices after they have

purchased the product.

2.4 Convenience

Consumer products are classified into three categories by Copeland based on their

convenience: convenience products, shopping products, and specialty products (Copeland,

1993). Nowadays, consumers are increasingly looking for products and services that are of

high quality and convenient. Convenience is advantageous due to its ability to save time and

effort (Berry, Seiders, & Grewal, 2002; Kaura, Durga Prasad, & Sharma, 2015).

Consequently, in a homogeneous market with similar service options offered by different

companies, a company may be able to gain a competitive advantage if it can offer similar

service options (Colwell, Aung, Holden, & Kanetkar, 2008). Based on previous findings, it

has been found that convenience is directly associated with customer satisfaction; for

example, convenience is directly associated with customer satisfaction (To, Do, Bui, &

Pham, 2020). In order to make logistics companies more efficient, they consider how to send

parcels more easily, how to track parcels, and other factors that are convenient to the

customers. Several types of convenience have been identified by Berry (Berry, Seiders, &

Grewal, 2002): decision, access, transaction, benefit, and post-benefit convenience. Thus,

customer behaviors can influence customer satisfaction with a company during the process of

purchasing services. As a result, if the company is able to provide high levels of convenience

to its customers, they will be satisfied.

2.5 Service Quality

Customer satisfaction is determined by the quality of the service provided to them. If the

service quality meets or exceeds the customer's expectations, the customer will feel satisfied

or highly satisfied. (Ramya, Kowsalya, & Dharanipriya, 2019) describe five dimensions of

service quality. These dimensions are reliability, tangibility, empathy, responsiveness, and

assurance. In addition to increasing sales and strengthening a company's reputation, service

quality is an important element. Customer satisfaction and service quality are positively

correlated. Customers are expected to be satisfied with good service quality. When more

customers are satisfied with the service provided, the organization will have an advantage in

the market (Suciptawati, Paramita, & Aristayasa, 2019). The reason for this is that a customer
who is satisfied with a product or service will continue to use it and remain loyal to the

company. Therefore, customer satisfaction is directly influenced by the quality of the service

provided, including the friendly attitude of delivery drivers and the condition of the parcel

when it is delivered.

2.6 Safety

It is the carrier's primary responsibility to ensure the safety of goods during delivery in

accordance with article 468 of the Commercial Code (KUHD) (Patria & Ariana, 2020). Since

the customer purchases the delivery service, they expect that the courier company will

maintain the highest level of security to ensure that their goods are delivered safely and

without damage or theft. Customers expect not only top security but also delivery tracking in

addition to a low risk of damage. Deliveries can be tracked electronically so that customers

are able to see who is delivering and whose vehicle is being delivered (iThink Logistics,

2020). Smart tracking ensures the security of the delivery package by providing the customer

with an update minute by minute. Tracking technology keeps track of each step of the

process, starting with the initial stage of the order and continuing until the order is delivered

to the customer (ViaMe, 2021). The confidentiality of customer information should also be

taken very seriously by courier companies. A customer's personal information will not be

disclosed to unaffiliated third parties without the consent of the customer unless and until it is

legally required or in good faith (J&T Express, 2022).

3 Research Methodology

We used a Google form to conduct an online survey to collect research data and information

on the research topic "Measuring Customer Satisfaction at JBX Express Overseas Delivery."

A survey is created using various social media platforms such as WhatsApp, Telegram, and

Facebook and distributed to respondents for feedback.

 3.1 Research Design

Research was conducted in order to evaluate hypotheses developed by the researcher. Survey

questionnaires have been distributed to respondents in a cross-sectional manner to collect

data. A specific point in time was selected for data collection. The questionnaire can be filled

out online using a survey. A web link was sent to the potential participant, asking them to

answer the questionnaires. Through this approach, targeted respondents consented and

accepted that their personal information would not be disclosed (Sekaran, 2000). During the

analysis phase of a quantitative study, a set of hypotheses is generally accepted or rejected

using the deductive approach. Due to the study's aims of developing and testing hypotheses

and conceptualizing basic theories, this study will use a deductive approach.

3.2 Sample

From among Thai respondents, 150 respondents were selected by simple random sampling to

participate in an online survey.

3.3 Sampling Frame

Sekaran (2006) defines the sampling frame as a visual representation of the characteristics of

the whole population from which the sample was drawn (Sekaran, 2006). One of the most

common goals in survey research is the collection of data from representative groups within a

particular population (Sekaran, 2006). According to the study's sampling frame, Malaysian

students were chosen as the sample group. There are several subsets or subgroups that may be

investigated as a part of sampling. This is why, in the present study, the population consists

of Thailand students.

A sample design can be described in two ways: a probability sample design and a non-

probability sample design. A probability sampling sample differs from a non-probability

sample in that it is known that all of the components of the population have equal chances of
being selected. There is no apparent chance of obtaining the components of the population in

a non-probability sampling. Non-probability sampling is used when the generalizability of the

study is outweighed by time or other variables. There are several types of probability

sampling strategies that researchers can employ in order to ensure sample representation

when attempting to generalize the results to a broader audience. Generalizability is

fundamentally determined by the sample used to determine the generalizability of the results.

Probability sampling differs from non-probability sampling in that non-probability sampling

does not make use of random selection techniques, whereas probability sampling does make

use of random selection techniques. It is therefore important to note that applying probability

sampling to all Thailand users won't be generalized. Accordingly, we will use a purposive

sampling approach to conduct this research, which will involve a non-probability sampling

method.

3.4 Survey Questionnaire

On a 5-point Likert scale, respondents are asked to indicate whether they strongly agree or

disapprove. This online survey is divided into six sections, beginning with section A and

finishing with section F. Gender, ethnicity, age, educational level, monthly household

income, work status, and respondents' dwelling location are all demographic factors relevant

to Section A. Section B contains an explanation of the prices for JBX Express's services.

Three things have been prepared and included in Section B to assess the level of agreement

on the pricing of JBX Express' service. For example, one item in the list indicates, "The cost

is appropriate in light of the parcel's weight."

Using JBX Express makes life easier for you, as explained in Section C. Five items

are included in Section C to assess how convenient the JBX Express service is. According to

the item "I have no difficulty tracking my parcel with JBX Express...". Section D discusses
JBX Express' service quality, with five items assessing the degree of agreement on JBX

Express' service quality. This list includes items such as "Parcels are received well-packaged

in good condition".

JBX Express' service safety is addressed in Section E. Section E includes three items

for assessing the degree of agreement regarding JBX Express' service safety. As an example,

one of the items included is "I am confident that JBX Express will provide a safe and secure

environment for the safe handling of my personal information". The last section of the

questionnaire, Section F, asks the respondents about their satisfaction with the services

offered by JBX Express. We have developed three items that will be included in Section F to

assess how satisfied customers are with JBX Express's services. A sample item would be "I

am satisfied with the experience I have had with JBX Express."

3.5 Data Collection

It is essential to conduct a pilot study or pre-testing to avoid any confusion, wording,

translations, interpretations, or calculations in this matter. In addition to confirming the length

and time it will take to complete the questionnaires, pre-testing helps to ensure they are

acceptable for their length and time. The pre-test of five to ten respondents has been

suggested by Burns and Bush (2012) to gather feedback on questionnaire items. Five

respondents were sent questionnaires with the request to fill them out for the purpose of this

study. Pre-testing aims to determine the layout, font size, design, and interval of the

questionnaire. As well as ensuring the flow and fluidity of the sentences, it also checks the

instructions and content of the questionnaire. Moreover, it calculates the time necessary to

answer questions and verifies the suitability of the language.

A convenience sampling method was employed to select respondents for pre-testing.

The sample size of the analysis did not include the participants in the pre-testing phase. To
conduct pre-testing, five XJB Express’s users have received questionnaires. A thorough

review and improvement of the questionnaire design was carried out on the basis of

constructive feedback and comments received. Statistical analysis is not necessarily due to

the small sample size. Data collection was conducted using two approaches. Self-

administered questionnaires were distributed through personal visits to XJB Express Centre.

In general, each respondent took between 10 and 15 minutes to complete the

questionnaire. In the scrutiny phase, 24 questionnaires were found to contain missing and

unengaged responses, which were subsequently excluded. In addition, the questionnaires will

be sent via email. Through Google Forms, a link for the questionnaire was developed XJB

Express user. We made it very clear that the purpose of the questionnaire was to be answered,

and we requested that you do so. Two weeks after the questionnaire was sent, a reminder was

sent to participants that hadn't responded. A total of 150 responses were received from the

targeted participants.

3.6 Statistical Analysis Technique

We will analyze the data gathered from this study using SPSS Version 24 and Smart PLS-

SEM 3.2 software. Developed by Norman, Nie, Dale, Bent, and Hadlai Hullse in 1968, the

first version of SPSS was released in 1968, while PLS was developed by Ringle, Wende, and

Will in 2005. To input data, to profile demographics, screen, and for descriptive statistics, we

used SPSS version 24. Using the Partial Least Square approach, the SmartPLS was applied to

test the hypothesis using the Structural Equation Model (SEM).

4. Finding and Conclusion

Customer satisfaction is classified as a dependent variable, while factors such as price,

convenience, service quality, and safety all fall into the category of independent variables.

The degree to which a customer is satisfied with XJB Express is correlated with how satisfied
they are with the company overall, as measured by price, convenience, the quality of the

service provided, and safety. This study will show that price, service quality, and safety are

the most important factors affecting customer satisfaction on XJB Express. [Citation needed]

This study offers a more in-depth look at the primary factors that contribute to XJB Express's

success in China in terms of achieving high levels of customer satisfaction. To improve the

level of satisfaction experienced by customers, we need to draw the attention of a number of

different parties to this section.

5. Recommendation

The market demand for logistics services has increased in recent years as a direct result of the

growing trend of online shopping in recent years. Because of the high rate of customer

satisfaction attained by XJB Express, the company has been able to rapidly expand in spite of

the presence of a large number of competitors. This study investigates the factors that

contribute to overall customer satisfaction, namely cost, ease of use, level of service

provided, and sense of personal security. This study not only enables academics to

comprehend the factors that contribute to XJB Express services' dominant market share, but it

also gives industry experts the opportunity to investigate the business approach taken by the

company.

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