Assessment Of Service Quality On The International Airmail Service By Pos Indonesia And Its Influence To Customer Satisfaction

Abstract

The way of communication using postcards and letters no longer becomes the primary channel of communication. While most people have switched their overriding communication channel from letters to phone messaging, this traditional communication using letters and postcards is still popular as a hobby. There are approximately 250 active snail mail enthusiasts and around 8,500 people joined a postcard exchange community called Postcrossing in Indonesia currently. These activities mainly use the country’s official postal service to post the letters and postcards which is Pos Indonesia. This study is preceded by a preliminary research and it is indicated that many snail mail and postcard swap enthusiasts encounter unpleasant experiences towards the International Airmail Service by Pos Indonesia. This study aims to assess the service quality of Airmail in Pos Indonesia and how it affects the customer satisfaction. Ten dimensions of logistic service quality (LSQ) are assessed. This study adapts a quantitative method which collects data from 200 respondents that consists of the users of Airmail Service. The data is analyzed using multiple linear regression in SPSS. The result of the assessment shows that three out of ten dimensions significantly influence customer satisfaction (Reliability, Timeliness, and Flexibility), while the remaining seven dimensions do not have a significant relationship to customer satisfaction (Tangibles, Responsiveness, Assurance, Empathy, Cost, Order Condition, and Personal Contact Quality). Suggestions are provided for PT Pos Indonesia in implementing strategy to maximize their service in order to satisfy customers and there are also suggestions for the future research.

Keywords: Service Quality, Customer Satisfaction, Pos Indonesia, Logistic Service Quality, International Airmail Service