Evaluating the Quality of Delivery Service from the Customer's Point of View Using the Importance-Performance Matrix

Abstract

Purpose: Delivery services are widely used in all aspects of purchasing, but the positive and negative effects they generate for the customer influence his behavior towards repeating this method of purchase. The study aims to find out the extent of customer satisfaction with the delivery services provided to them in the city of Baghdad. Theoretical framework: Delivery services of all kinds (delivery of food, household items, or any other materials) by direct telephone contact or using social media are among the modern services in Iraq, as this service has entered on a large scale after 2010, which requires preparation Studies and Research In order to improve these services, relevant previous research and studies have been objectively collected and reviewed to understand recent trends reached by the literature. Design/Methodology/Approach: The analytical descriptive approach was used, and data was collected through a two-part questionnaire. The first part included the quality of delivery services provided, while the second part (performance) included customer satisfaction with the services provided. The study sample consisted of 260 beneficiaries who use delivery services continuously in the city of Baghdad. The obtained data were analyzed using SPSS software and through an analytical approach based on significance performance analysis (IPA). Findings: The results of the research determined the extent of customer satisfaction with delivery services through 5 characteristics of service quality and customer satisfaction with the services provided, as the results showed that delivery services in the city of Baghdad have not yet reached a high performance. This requires the departments that provide that service to pay more attention and focus on achieving the highest points in the first and second quarters of the matrix (management focus) (keeping up with the good work). Research, practical and social implications: Research, practical and social implications: The modernity of delivery services in the Iraqi environment is a fertile field for providing more research and studies because this contributes greatly to increasing people’s awareness and understanding of this type of important service and at the same time contributes to raising the efficiency of operating companies and offices. for this type of service. Originality / Value: Delivery services are a new concept in Iraq, and there is no literature at the level of Iraq to assess the quality of this service and the extent of customer satisfaction with this service through the use of the importance-performance matrix. As a result, the purpose of this paper is to make up for this void.