Factors affecting service quality for an on-demand delivery service: a case of Checkers Sixty60
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Date
2024
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Publisher
University of the Western Cape
Abstract
The digital transformation of supply chains and the growth in e-commerce have resulted in traditional retailers adopting multi-channel sales strategies, including on-demand delivery via mobile applications. In this competitive, tough economic climate, retailers using online channels must focus their limited resources on areas that will improve their competitive advantage. Measuring service quality allows retailers to know where they fall short of meeting customer expectations, however, online retail requires measuring different service quality dimensions and attributes compared to traditional service quality. This study investigates the service quality factors affecting a South African retailer, Checkers Sixty60, an on-demand grocery delivery service. Using an electronic service quality model, this research analysed customer reviews collected from the Google Play store using content analysis. The findings revealed that the website design, fulfilment, and customer service dimensions were critical to customers in evaluating whether the service from Checkers Sixty60 met their expectations. The study highlighted that technical and logistical challenges must be addressed to improve the user experience. This study provided insight into electronic service quality in a South African context and can assist retailers in directing resources to improve their service to customers.
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Keywords
E-Commerce, Electronic Word-Of-Mouth, Electronic Service Quality, Tough Economic Climate, Digital Transformation