Competitive Advantage Strategy Affecting the Satisfaction and Re-Service Decision of Parcel Delivery Service Users

Abstract

The objectives of this research were 1) to study the conditions of satisfaction and re-service decision of parcel delivery service users; and 2) to study the difference and influence of competitive advantage strategy affecting the satisfaction and re-service decision of parcel delivery service users. It was a quantitative research. The sample group of this research was 400 people who had used the nationwide parcel delivery service using convenience sampling method. Cochran formula was used to calculate the group size without the population. The statistics used in the research were mean, standard deviation, study the difference between the average of competitive advantage strategy on the satisfaction and decision to reuse the service of parcel delivery service users by testing F-test, analysis of variance, multiple linear regression analysis between competitive advantage strategy  affecting the satisfaction and re-service decision of parcel delivery service users. The results of the research showed that 1) the condition of service satisfaction of the parcel delivery service users, as a whole, was at a high level ( =3.92), while the reuse decision of parcel delivery service users, as a whole, was at a high level ( =3.81); and 2) for the difference and influence of competitive advantage strategy affecting the satisfaction and re-service decision of parcel delivery service users, it was found that different competitive advantage strategy had different effect on the satisfaction and re-service decision of parcel service users. The aspects that can predict the satisfaction and reuse decision of the service users were differentiation aspect, technology and the initial market entry.