Investigating the Effect of Service Quality on Customer Behaviour in Courier Service Industry in Lusaka

Abstract

This study investigated the effect of service quality on customer behavior in Lusaka’s courier service industry. It focused on addressing the problem of customer dissatisfaction and behaviour due to the quality of service in the courier industry with the main aim of the study that was to investigate how service quality affects customer behavior in Lusaka’s courier industry while the primary objectives were to identify key dimensions of service quality that impact customer satisfaction, explore the challenges customers face, and propose strategies for improving customer retention. The study was echoed on the SERVQUAL model, which was developed by Parasuraman, Zeithaml, it was used to evaluate service quality across five key dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Using a mixed-methods approach, the study gathered quantitative and qualitative data from courier service users in Lusaka to gain insights into their experiences and expectations. The sample size was 422 and 84 respondents per town and a total of 13 employees from 5 courier companies were interviewed. Quantitative methods, such as surveys, were employed to gather measurable data on service quality and qualitative method, such as interviews was used to explore courier companies’ representatives. The findings reveal that reliability with 45% of the variation in customer satisfaction, while responsiveness with 55% has a significant impact. This indicates that focusing on enhancing reliability and responsiveness could lead to higher customer satisfaction and loyalty. The study also revealed that 70% of study population use courier services thus timely deliveries, secure handling of parcels, and efficient customer support emerged as essential elements in maintaining customer trust. Despite these obstacles, the study highlighted the potential for growth within Lusaka’s courier service sector through improvements in logistics management, technological adoption, and proactive customer engagement strategies. This can help courier companies to enhance service quality, strengthen customer loyalty, and gain a competitive advantage in the market. This research contributes to both theoretical and practical understandings of service quality’s role in customer behavior, offering a localized perspective for the courier industry in Lusaka. The study’s insights provide a foundation for future research and serve as a practical guide for industry stakeholders seeking to elevate service standards and achieve sustainable growth. Overall, the study promotes better service delivery, business growth, and regulatory improvements in the courier industry.