Abstract
The importance of delivery service has increased as the online shopping gained popularity. As the service located in the last phase of the customer purchase experience in online shopping, delivery service had been verified to affect the customer satisfaction and the performance of the company. Following the framework of SERVQUAL where a service quality is defined as the difference between the customer expectation and experience, more information on customer expectation can enhance more efficient utilization of a limited resource by service-level-differentiation. Our work departs from usual approach where customers themselves are categorized and differentiated and we focus on how product category affects service expectation. The hypothesis that different kinds of products entails different level of service expectation is imposed and tested. Especially, we observed that service expectations on each of SERVQUAL elements are dependent on the product category. The empirical results suggest the need of service-level-differentiation on the product category.
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