Impact Of Effective Logistics And Distribution On Customer Satisfaction In Courier Industry

Literature Review

In this competitive business world, customer service is the most significant means for the organizations to different them from their competitors. Proper settings of customer service components and measuring the level of customer service facilitate organizations to gain high level of competitive advantage (Ho & Chang, 2015). The purpose of effective logistics and distribution is to provide better service to the customers than the competitors. More specifically, effective logistics and distribution is extremely important for the customer service in Courier industry. Moreover, time delivery of the couriers and parcels to the right persons is the main bases of customer satisfaction in courier industry. Hence, such customer satisfaction is completely dependent on the effective of logistics and distribution service of courier industry. This research paper will investigate the impact of effective logistics and distribution services on customer satisfaction of the courier industry.

The theme of courier service delivery is that it consists of carriers that transport courier and shipments. Moreover, the courier and shipment are typically small in size, which can be handled by one person. The logistics and distribution service of courier industry ensure smooth movement of couriers and parcels within supply chain network (Hübner et al., 2016).  Moreover, improving service quality is of utmost important for the customer satisfaction in courier industry. The measure of service quality is to compensate the time, money and effort of the customers through the services of courier companies (Lan et al., 2016). The effectiveness of logistics and distribution lies in timely and smooth delivery of couriers and parcels to the right persons. Hence, most of the courier companies use advanced technology in the collection of courier bags and sorting and consolidating the parcels as per their destinations. The customers can also sometimes get the status of their parcel delivery through PDA data uploaded from the courier companies.

Improving service quality is the basic ground of customer satisfaction in courier companies. However, the service quality of courier industry is fundamentally based on effectiveness of logistics and distribution. However, some companies are still ineffective in providing high quality courier services to the customers. Moreover, these companies are being claimed with untimely courier delivery, loss of shipments, delivery in wrong destination and many more (Bhattacharjya et al., 2016). Such ineffective logistics and distribution is leading to high level of dissatisfaction among the customers. Moreover, customers are being extremely conscious to choose right courier Service Company for their courier service needs.  This research study will investigate the impact of effective logistics and distribution on the satisfaction level of the customers in courier industry.

Research Methodology

In order to be competitive in courier service industry, the companies must be able to provide smooth and timely delivery of couriers and parcels to the customers. Moreover, the logistics and distribution service of the courier companies should be aligned with the customer satisfaction strategy of the customers (Ramanathan & Gunasekaran, 2014). This research paper will be highlighting on the effectiveness of logistics and distribution effectiveness of courier industry, which is an integral part of customer satisfaction. Hence, this research paper will be extremely beneficial for the courier service companies to identity the loopholes of logistics and distribution towards enhancing customer satisfaction. Moreover, this research paper will also be helpful for the courier industry to get idea of customer service measurements. In this way, the research paper will instigate the courier companies to improve their delivery time, cost, smoothness and others for better customer service.

Research Aim

The aim of the research is to explore the effectiveness of logistics and distribution system for increasing customer satisfaction in courier industry.

Research Objectives

• To assess the impact of customer satisfaction that can be felt through proper supply chain by the courier services
• To identify the issues and challenges faced by courier companies in their logistics and distribution
• To understand the strategies implemented by courier companies to improve the customer satisfaction

The research will be based on the questions that are as follows:

1. What is the impact of the logistic supply chain on the level of customer satisfaction? 
2. What are the challenges faced by logistics and distribution system of courier companies which lead to low customer satisfaction? 
3. What are the strategies implemented by courier companies to improve the customer satisfaction?

Chapter 1: Introduction: This chapter of the research paper will discuss the research background and significance of the research area. The introduction section will highlight the problem statement of the research paper on which the overall research will be conducted. Furthermore, the chapter will also frame effective research objectives and research questions for better collection of research information.

Chapter 2: Literature Review: This chapter of research paper will be associated with the previous studies conducted on the particular research topic. Furthermore, the chapter will also analyze the several theories and models related to the research topic for gathering useful information about the research. Moreover, this chapter will build the theoretical foundation of the overall research paper.

Chapter 3: Research Methodology: The research methodology chapter will choose appropriate research methods and approaches for the research paper to collect useful and relevant information regarding research topic. Moreover, the chapter will select approach research approach, research design, data collection method, sampling technique and data analysis method.

Chapter 4: Findings and Discussion: The findings and discussion section will gather the useful information through effective use of data collection method. Furthermore, the chapter will also analyze the collected data from the respondents through proper data analysis method.

Chapter 5: Conclusion and Recommendation: The conclusion and recommendation chapter will provide a brief conclusion of the overall research study. Apart from that, the chapter will also provide effective recommendation for the mitigating the problems of the research.

Findings and Discussion

Literature review explains the theoretical background related to the topic of the research. Moreover, this section will highlight the previous studies conducted on this particular research topic. The literature review will also align some important theories and models with the topic of logistics and distribution and customer satisfaction. Such theories and models will provide useful and relevant information regarding the topic of the research.

In this contemporary business world, the quality of service is equally important to the customers just like the quality of products. Improved quality of service actually builds the foundation of customer satisfaction. According to Shah and Sharma (2014), in service quality theory, most of the customers determine the quality level of the services based on their expectation towards the organizations. Hence, the expectations of the customers serve as the foundation to the organizations for improving their service quality. On the other hand, Hsu et al. (2016) opined that nowadays, saving time and money seem to be best measures of customer satisfaction in Courier industry. Hence, most of the reputed courier companies are highly inclined to provide 100% movement of the shipments through containerized GPS enabled vehicles, which are actually backed up by backend facilities such as customized MIS, one-time tamper-proof lock, e-pod, e-billing, online tracking functionality and many more. Bolumole et al. (2016) pointed out that premium service quality of the courier companies is boosted by a highly optimized supply chain platform. Moreover, such service quality is highly dependent on advanced technology, infrastructure and a wide geographical network. The integrated parcel driven business becomes the integral part of the customer leading to high level of customer satisfaction.

Logistics and distribution organize the storage and distribution of goods of an organization. Moreover, effective logistics and distribution system ensure right delivery of products at right time to the right person. According to Cichosz et al. (2017), logistics and distribution system of Courier industry considers both operational and relational aspects of customer perception towards measuring its effectiveness. Moreover, the operational aspect of courier industry is reflected upon the customer perception regarding the service providers’ ability to deliver right courier in right manner. It includes several aspects of a courier company like availability, on time delivery, reliable and conditional delivery. Furthermore, Hu et al. (2016) stated that the relational aspect of customer perception includes the ability of service provider to understand the needs and demands of the customers.

According to Karagöz and Akgün (2015), wide geographical coverage like wide and specific ranges of pin codes of a courier company ensures effective delivery of shipments to the right destination. Moreover, specific ranges of pin codes meet the customized needs of the customers to deliver their parcels and couriers to anywhere they want. On the other hand, Chu et al. (2016) opined that customized MIS and GPS enabled tracking system gives an opportunity to the customers to ensure that their shipments are going to deliver at right time. Hence, the advanced and effective logistics and distribution system enhances the satisfaction level of the customers by meeting their unique expectation.

Conclusion and Recommendation

SERVQUAL model is considered as a service quality framework, which is used for measuring the scale of service quality a service providing sector. As per this model, when the expectation of the customers is greater than the actual performance of the service provider, then the service is automatically perceived as low. Five key dimensions of this model ensure the quality of service up to the satisfaction level of the customers.According to Kim et al. (2015), responsiveness ensures the quality and willingness of the service provider to provide prompt service. While considering the courier industry, the courier companies must be able to provide on time delivery of the couriers and parcels to the customers. On the other hand, Wang et al. (2015) opined that assurance ensures the courtesy and knowledge of the service providers to convey confidence and trust to the customers. In case of courier industry, on time delivery, GPS tracking system and low cost of delivery couriers build the trust and confidence of the customers.

The existence of tangibility also ensures the quality of service in a service providing organization. Moreover, the appearance of physical equipments, facilities and communication enhance the flexibility of the customers in taking service to the service provider. While considering the courier industry, the physical postal hubs and online billing system ensure customer trust and satisfaction. Furthermore, Wang (2016) opined that empathy of the service provider adds a lot to the level of customer satisfaction in service providing industry. Moreover, the service providers must be empathetic and caring by providing individual attention to the customers. Availability and coverage of specific pin codes, special locking system of couriers and affordable cost add to the loyalty level of the customers in courier industry. As per Wang et al. (2015), reliability is of utmost importance for the service providers to gain high level of customer satisfaction. Moreover, the courier service providers must be able to provide promised service accurately and dependably for gaining high level of customer satisfaction.

Supply Chain Operation Reference Model (SCOR) is considered as a management tool for addressing, improving and communicating the supply chain management decision within the company, it suppliers and the customers. This model defines the business process, which is highly required for satisfying the customer demands. Moreover, this framework focuses on five dimensions like plan, source, make, deliver and return for providing satisfactory service to the customers. According to Valaei et al. (2016), proper supply and distribution planning is extremely essential for balancing the resources with requirements and determining the method of communication along the entire supply chain line. The second step is associated with sourcing material and infrastructure acquisition. Moreover, this planning decides upon the management of inventory, supplier network, and supplier performance and supplier agreement. The main area of courier industry deals with packaging and dispatching the couriers and parcels as per right pin code attached with the courier. On the other hand, reliable and accurate delivery of couriers and parcels on time enhances the satisfaction level of the customers. Otter et al. (2017) pointed out that the courier companies must be able to take care of the returned parcels, defective parcels and containers for being empathetic to the customers.

Reliable and accurate service delivery builds the foundation of success of the courier companies. Moreover, effective and unreliable service delivery causes huge problems to the customers. Hence, such ineffective delivery of courier and consignments leads to customer dissatisfaction. According to Scarsi and Spinelli (2017), inaccuracy of billing, inaccurate record keeping and delayed completion of delivery services at designated time leads to high level of customer dissatisfaction. Moreover, some companies in courier industry are getting repeated complaints from the customers because of their mismanagement of consignment delivery. On the other hand, Politis et al. (2014) opined that ineffective logistics and distribution leads to inaccuracy in the order taking of the customers. Moreover, most of the companies are not able to provide special attention to the regular customers. Most of the organizations do not use wide geographical cover and special pin codes of destinations, which limit the service effectiveness and leads to high level of customer dissatisfaction. As per Bolumole et al. (2016), some companies are still lagging behind in terms of conveying quality information to the customers regarding the courier services. Hence, such effective service leads to customer dissatisfaction.

Logistics and distribution has been considered as the most important and supporting function in courier industry for enhancing customer satisfaction. According to Lan et al. (2016), with increasing expectation of the customers, timeliness has been considered as just the entry level need of the customers. Moreover, timeliness is the basic needs of the customers for getting their couriers delivered at right time. On the other hand, Bolumole et al. (2016) opined that quality of information of the courier service company help the customers to grab best service opportunities to avail courier service. Furthermore, availability of wide geographical areas and specific pin codes of the courier companies helps the customers to reach their couriers and parcels at any destination they want. Hence, ultimately enhances the level of customer satisfaction in courier industry. Apart from that, Lan et al. (2016) stated that effective logistics and distribution also ensure safe and secure delivery of the couriers and consignments to the customers. On other hand, effective selection of transportation medium to deliver courier and parcels from postal hubs and ultimate destination ensure smooth delivery of couriers. It also adds to the satisfaction level of the customers.

Effective logistics and distribution is primary and fundamentally important for increasing the satisfaction level of the customers. The courier companies should enhance the geographical coverage and incorporate special pin codes for delivery the couriers of the customers across wide geographical network (Karagöz&Akgün, 2015). On the other hand, attaching the right pin codes with the right courier ensure right delivery of couriers and parcels to the right person. Hence, the logistic system of the companies must be effective enough for ensuring reliable courier service. Furthermore, timely delivery of couriers to the end customers primarily contributes in satisfaction level of the customers. On the other hand, the courier companies must include GPS enabled tracking system, where the customers would be able to track their delivery status of couriers through online mediums (Wang, 2016). Furthermore, the courier companies should also use tamper-proof locks for ensuring the safety and security of the couriers until it is delivered to the customers. Such tamper proof bags detect the unauthorized access of the products packed inside the parcels. In this way, such effective logistics and distribution service will ensure high level of customer satisfaction in courier industry.

While concluding the literature review section, it can be said that effective logistics and distribution system is extremely important for the courier companies for gaining high level of customer satisfaction. Wide geographical coverage provided by the courier companies ensures high level of customer satisfaction. Time delivery of couriers and parcels meets the basics needs of the customers. Furthermore, the courier companies must ensure secure delivery of the couriers and consignments to right destination. In this way, effective logistics and distribution system is fundamentally important for enhancing the satisfaction level of the customers in courier industry.

Research methods are extremely useful for gathering most authentic information regarding the research variables. Proper selection of research method ultimately enhances the quality of rese4arch outcome. Moreover, this chapter will select most useful research method for collecting most authentic research information. This section will select appropriate research philosophy, approach, purpose, strategy, data collection method and data analysis method. This research section will specifically select case study method for collecting authentic information regarding the topic of the research.

Research philosophy deals with the nature, source and development of information required for conducting research. It facilitates in gathering authentic and relevant information regarding the topic of the research. Three types of research philosophies are mostly used for conducting research, which are commonly known as positivism, realism and interpretivism philosophy. Positivism philosophy helps in collecting factual data, which is highly trustworthy and detailed and enhances the quality of ultimate research outcome (Choy, 2014). Interpretivism philosophy helps in collecting socially constructed data, which is the reality associated with the research topic. Realism philosophy is the mixture of positivism and interpretivism philosophy. The research has chosen Realism philosophy for gathering both authentic as well as socially constructed data. It helps in the data collection process to gather most authentic information for getting high quality research outcome.

Research approach is extremely important for gaining deep knowledge regarding the topic of the research. The choice of research approach is completely dependent on the types of research variable and research topic. The two most common types of research approach used in conducting research are inductive and deductive approach. Inductive approach allows in constructing new and innovative theories and models for collecting most relevant information about the research variables (Dumay & Cai, 2015). This approach generalizes the information from specific to general. On the other hand, deductive approach allows in using previous theories and models for collecting most relevant information about the research area (McCusker&Gunaydin, 2015). This approach generalizes the information from general to specific. This research study has selected deductive approach, as it helps in saving time and expenses through the usage of previous theories and models in collection of authentic research information.

Research purpose helps in proper understanding of research topic, which in turn facilitates in gaining knowledge about research variables. Mostly three types of research purposes are used in conducting research studies, which are explanatory, exploratory and descriptive. Explanatory purpose recognizes the relationship among the different research variables of the research topic (Fletcher, 2017). Moreover, it makes a link among the research variables of the research. On the other hand, exploratory purpose assesses the background of the research. It identifies the social cause and current issue associated with the research topic. Descriptive purpose facilitates in accumulating the actual purpose of the research study. This research study has selected descriptive research purpose for better understanding of the research topic. Moreover, such understanding has facilitated in formulating effective research objective and questions for gathering most useful information.

Research strategy helps in gathering most specific information regarding the topic of the research. The most frequently used research strategies are survey, interview, focus group and case study (Saunders &Bezzina, 2015). Such strategies are quite helpful to conduct various types of research study. Case study and focus group are used in secondary research for collecting authentic information (Žiki?, 2016). The research study has chosen specific case studies relevant to the research topic for collecting accurate and relevant research information.

Data collection is the most significant method of collecting data from the selected respondents (Totawar & Prasad, 2016). It is extremely important to use both primary as well as secondary method for collecting useful information regarding the topic of the research (Hickson, 2016). Moreover, secondary method is important for gathering theoretical information regarding the topic of the research, which helps in constructing effective literature review. This research paper has used authentic journal, newspaper, books and websites, as the secondary source of gathering important information. From these secondary sources, the research has selected the relevant case studies of logistics and distribution of Australian courier industry. Such case study has provided most authentic information about the impact of logistics and distribution on the customer satisfaction of courier industry.

Data analysis is extremely important method for evaluating the collected data and extracting the right meaning of the collected data (Daniel et al., 2018). This method converts the generalized information of the collected data into specific information. This research paper has chosen thematic data analysis method for analyzing the data collected from the relevant case studies. In this method, the collected information from the case studies has been divided into several themes for extracting the right meaning of the information.

Successful completion of research is completely dependent on the consideration of ethics in data collection process. It was also ensured that the collected data would be used only for personal purpose and not for any commercial purpose. The research has maintained the security and authenticity right of the secondary sources. Furthermore, the data was protected against any unauthentic access through applying data protection act.

This section is extremely important for extracting the actual information from the data collected from the secondary sources. The data analysis section has divided the collected secondary data into several themes. Moreover, the section will be associated with the thematic analysis, where the data collected from the secondary sources has been divided into different types of themes. Such themes will definitely lead to excellent evaluation of collected secondary data.

Theme 1: Logistics and Supply Chain in Australian Courier Industry

Logistic and supply plays the most important role in Australian courier industry. The courier companies of Australia take initiatives to ensure effective storage and delivery of parcels to the customers. The large courier companies of Australia like Star Track, DHL, Fastway Couriers and others have adopted almost all forms of transportation services for distributing couriers and parcels to the customers properly. Furthermore, the intension behind selecting almost all form of distribution channels is to deliver the couriers to the customers within timely manner. Almost 60% companies of Australian courier industry have adopted wide geographical coverage for grabbing major market and reaching wide huge customer section (Akamatsu et al., 2017). More specifically, such courier companies have considered specific ranges of geographical pin codes for effective delivery of shipments to even most remote area. The selection of proper shipping employees and right vehicles support the organizations to consider such specific range of geographical pin codes. The extensive reach and huge network of warehouse and postal hubs assist the courier companies to reach even at international markets.

75% companies in Australia courier industry have adopted expertise in ocean freight Cross border and air freight have enabled seamless multi-modal logistic solution these courier companies. The logistics and distribution system of Australian courier industry has also been blessed with the technological advancement. Moreover, the most popular courier companies of Australia have adopted customized MIS and GPS enabled tracking system. Such system enables the customers to track their couriers for ensure that they are going to be delivered to right customers at right time. The courier companies are intended to provide end to end logistic solution to the customers. In such service, the customers are ensured with hassle free and personalized flow of couriers from point of origin to the pint of consumption. DHL of Australia has covered almost 95% of Australia for reaching major customer section (Wang et al., 2015). Moreover, the organization has almost 450 pick-up points in the country, which ensure end to end logistic service provide to the customers for hassle free courier delivery. On the other hand, StarTrack covers almost 98% of Australian market for ensuring wide geographical coverage in their courier service and provide effective courier service to almost all types customers dispersed around the world. Hence, the organization has almost 500 pick-up points for delivering the couriers and parcels from the point of origin to the point of consumption of the customers.

The logistics and distribution service of courier companies is also extremely important for protecting the couriers and parcels of the customers from any kind of loss. Moreover, the courier companies can avail tamper proof locks to ensure safety and security of couriers until those are delivered to the right recipient at right time. The tamper proof technology of the tamper proof bags can effectively detect the unauthorized access of couriers inside the parcel. However, only 47% courier companies started to use such technology for ensuring right deliver of couriers and parcels to the right persons (Gruber et al., 2014). In this way, logical and supply chain has become the most integral part of business in courier industry of Australia. Most of the big sized courier companies have become highly concentrated on building several hubs for ensuring proximity of most popular area having potential of huge courier delivery orders. Such hubs results in larger regional consolidation centers near the key strategic location. It has ultimately ensured hassle free courier delivery process for the customers. On the other hand, some courier companies of Australia have also increased the limit of weight for the parcel and couriers for delivering most valuable goods of the customers to their desired recipients.

Theme 2: Issues in Logistic and Distribution of Australian Courier Industry

Australian courier industry is highly affected with the issue of their logistics and distribution service. Ineffective and inefficient delivery of couriers has become the most important issue in the Australian courier industry. Inaccurate record keeping is most frequently occurred issue in the courier industry of Australia. Moreover, the employees of the organization often make mistakes in associating right pin number with right parcel or courier. In this way, the parcels and couriers are sometimes delivered to wrong recipient. Frequent occurrence of such courier service is actually damaging the reputation of the courier industry. 

From the above figure, it can be seen that percentage of wrong courier delivery service is quite fluctuating on the year on year basis. Furthermore, 23.76% wrong courier service delivery means that a significant numbers of courier orders have been delivered to unauthentic recipients. Hence, this issue has been highlighted significantly in the Australian courier industry. On the other hand, most of the reputed courier organizations have adopted customized MIS and GPS enabled tracking system. Such system enables the customers to track their courier orders for ensuring their delivery to the right person at right time. However, more often, the customers are being disappointed with the ineffectiveness of GPS enabled tracking system. The system often does not function proper at crucial time (Karcz&?lusarczyk, 2016). Hence, the customers become failed to track their courier delivery properly with the failure of tracking system.

From the above figure, it has been found that three courier companies have big issue of distorted courier delivery. Over the 3 years period, StarTrack has delivered 14%, 11% and 13% distorted couriers. On the other hand, DHL Courier Company has delivered 15%, 12% and 14% distorted couriers to the recipients. Hence, distorted deliveries of couriers of couriers and parcels are actually damaging their actual meaning. In such situation, recipients and courier senders face severe issues in case of losing their valuable couriers and parcels. The above figure is demonstrating that Fastway Couriers is facing quite less issue in regards to distorted courier delivery as compared with StarTrack and DHL. However, the organizations are improving themselves in this regard and reduced the percentage of distorted courier delivery.

The industry data of Australian courier industry demonstrates that only 60% of total numbers of courier companies has included special range of pin codes for covering wide geographical coverage (Abdullahi et al., 2017). Hence, limited numbers of customers are being able to send their valuable couriers to remote areas. In this way, the consideration of limited numbers of specific range pin codes has become a specific issue in courier industry. On the other hand, the limited numbers of companies receiving courier orders for specific range of pin codes are demanding high price for courier orders. Such companies are enjoying their competitive gains, which is ultimately creating issue for the customers. Some customers are facing it extremely difficult to pay such high price for sending their couriers to remote areas.

Theme 3: Impact of Logistic and Distribution on Service Quality of Australian Courier Industry

Effective logistics and distribution always ensure time delivery of couriers and parcels to the right recipients. The contemporary courier companies allow the customers to choose their preferred service delivery modes for their courier order delivery. However, some companies often make wrong choice of service as per the context and urgency of the courier order delivery (Wang, 2016). In this way, such organizations often become failed in providing time delivery of couriers to the customers. On the other hand, technological breakthrough is directly related with the delayed delivery of courier service in Australian courier industry. Moreover, the wrong choice and low-quality transportation mediums are quite vulnerable to breakthrough in the middle of the roads. It ultimately hampers the delivery time of the couriers to the ultimate recipients. This issue is severely reducing the service quality of Australian courier industry.

From the above figure, it can be seen that DHL and StarTrack are gradually being affected by reduced service quality. The customer rating provided for the companies on year on year basis has demonstrated that the service qualities of these companies are gradually decreasing. The lack of adequate physical hubs near the recipient location is often causing disruption of couriers and parcels (Cheng et al., 2017). Apart from that, the employees of most of the courier companies are not trained enough to provide highly efficient courier delivery service for the customers. Moreover, the untrained employees of the courier companies sometimes make mistakes in their inputting right data associated with right couriers and parcels. In this way, often, the couriers and parcels get delivered to wrong destination. In this way, the issue of untrained employees is directly associated with the reduced service quality of courier industry. Furthermore, the most of the 53% courier service companies do not use tamper proof bags for delivery the right couriers to right persons (Lee et al., 2017). Hence, it also becomes difficult for the delivery staffs to identify the authenticity of the actual recipients of the couriers and parcels. In this way, wrong delivery of couriers and parcels to unauthentic recipients is ultimately hampering the service quality of overall Australian courier industry.

The medium sized courier service company like Australian Courier is often face with the issue of inaccurate billing that hamper its overall service quality perception. Moreover, more often, the untrained employees of such companies wrongfully calculate the billing of the customers. Such inaccurate billing actually affects the perception of the customers regarding the service quality. The issue of inaccurate billing is directly hampering the level of customer satisfaction in the Australian courier industry (Guo et al., 2017). On the other hand, limited numbers of Australian courier companies use special locking system for the safety and security of the valuable couriers and parcels. Hence, losses and damages of couriers and parcels are more likely to occur in Australia courier industry. Moreover, losses and damages of valuable couriers and parcels results in severe loss of customers. Hence, the issue of security system is highly affecting the overall service quality of the Australia courier service industry. Furthermore, lack of responsive to prompt delivery service and customer courier delivery service is causing negative customer perception regarding the quality of service of the courier companies (Karcz&?lusarczyk, 2016). Hence, such issues are severely impacting the overall service quality of courier industry.

Theme 4: Impact of Logistic and Distribution Issue of Australian Courier Industry on Customer satisfaction

The logistics and distribution service have huge impact on the customer satisfaction level of Australian courier industry. Moreover, inefficient logistics and distribution is ultimately reducing the satisfaction level of Australia courier industry. The customers are often dissatisfied with the delayed delivery service. The courier service organizations sometimes become unable to deliver the couriers to right customers at time due to transportation breakthrough. In this way, the actual meaning and value of the couriers and parcels get lost with their delayed delivery. Hence, the customers become highly disappointed with the courier industry of Australia. On the other hand, loss and distortion of couriers and parcel is also directly related to the dissatisfaction level of the customers (Abdullahi et al., 2017). In this way, the unsafe and insecure delivery of couriers and parcels is ultimately becoming the reason for customer disappointment.

From the above table, it can be seen that most of customer complaints in Australian courier industry is related to delayed delivery of couriers and parcels and delivery to wrong recipients. Hence, the customers are not getting any confidence in giving the responsibility of delivering couriers and parcels to these types of courier service companies. On the other hand, the unsafe and insecure delivery of couriers and parcels is severely hampering the customer, when it is related to highly valuable couriers and parcels. Furthermore, most of reputed courier service organizations have already reduced the issue of delayed delivery of couriers and parcels. More often, the courier service organizations failed to provide constant and consistent GPS enables tracking system for helping the customers in tracking their valuable couriers and parcels. Hence, such customers are highly unwilling to adopt these organization in future for delivering their highly valuable couriers and parcels. However, the issue of GPS tracking system has been resolved quite a lot for ensuring right and consistent tracking system of valuable couriers and parcels delivery service (Karcz&?lusarczyk, 2016). Apart from that, the satisfaction level of the customers is also being reduced by the issue of unsafe and insecure delivery of couriers and parcels. However, still, the organizations are not focusing on this issue significantly. Hence, it can be quite difficult for the courier service organizations to enhance and regain the level of customer service.

From the above table, it can be found that the numbers of repeated customers are gradually decreasing in popular courier service organizations of Australia. Moreover, the customers of this industry are highly disappointed with the delayed delivery of highly valuable courier and parcels. The actual values of their couriers and parcels are being lost with the delayed delivery (Cheng et al., 2017). Hence, the customers are highly unwilling to repeatedly adopt this service for delivery their highly valued parcels and shipments. However, the organizations can still minimize the gaps in the satisfaction level and service level through focusing on safe and timely delivery of couriers and parcels. On the other hand, the courier service organizations are facing huge numbers customers complaints regarding several service delivery issue of couriers. Apart from that, often, the organizations do not show minimum sympathy to the customers for the inconvenience caused to them for ineffective courier delivery system (Guo et al., 2017). It is highly affecting the satisfaction level of the customers.

Theme 5: Solution Present in Logistics for Increasing Level of Customer Satisfaction

Effective logistics and distribution is primary and fundamentally important for increasing the satisfaction level of the customers. Most of the courier service organizations are facing the major issue of delayed courier delivery. Hence, the courier companies should immediately focus on the resolving this issue. Moreover, the organizations should immediately be concerned about timely delivery of valuable couriers and parcels to the right recipients at time. Proper selection of vehicles as per the urgency level of the couriers and shipment can help the organization in providing courier service at right time. On the other hand, the customers are also disappointed with the unsafe courier and parcel delivery to the recipients. Moreover, such unsafety is severely hampering the customers, when their valuable courier and parcels are lost and distorted before they are delivered to the right recipient (Tosun&Uysal, 2016). Hence, the organizations should immediately take measures for provide safe courier service delivery to the customers. The courier service organizations should use proper tamper proof bags and special lock system for safe delivery of valuable courier and shipments. The tamper proof bags can effective detect the unauthentic access of couriers and parcel. Hence, it can help the delivery staffs to understand the right recipient effectively for providing safe and secure courier service delivery.

The special lock system also protects the highly valuable couriers and parcels from any kind of damages. Hence, the courier service organizations can use such special lock system for protecting the couriers and shipments and providing secure courier service to the customers. On the other hand, the empirical evidences of Australian courier industry have demonstrated that very limited numbers of courier service companies have considered specific range of pin codes for covering wide geographical coverage. Hence, the people are facing extreme issue in providing their valuable couriers and parcels to remote areas. In such situation, the customers are being high disappointed with limited geographical coverage of these types of organizations (Gruber et al., 2014). Therefore, the organizations should be immediately concerned about considering specific ranges of pin codes for covering wide geographical areas. It would ultimately minimize the disappointment level of the customers, while they will be able to send their valuable couriers and parcels to even the remote areas on their needs. In this way, it can be directly associated with the satisfaction level of the customers. It would also help the organizations to enhance their overall customer section.

One of the most common problems of courier service industry is lack of empathy from the part of courier service organization to the customers even in case of severe service issue occurred to them. It is actually creating a service gap between the organizations and the customers. Hence, the courier service organizations should immediately be concerned on this regard. The organization should empathize the customers immediately in case of providing inconvenient courier service provided to them. It would definitely somewhat reduce the disappointment level of the customers and must contribute on the overall customer satisfaction level.

Conclusion

While concluding the research, it can be said that logistics and distribution is an integral part of courier service organization. Effective logistics and distribution can enhance the satisfaction level of the customers in courier service industry. Moreover, proper and efficient logistics and distribution ensure time delivery of couriers and parcels to the right recipients and right time. However, Australian courier organizations are facing extreme issues and challenges in their logistics and distribution that is ultimately lowering their service quality. Gradually, such reduced service qualities of the courier companies are lowering level of their customer satisfaction. Most of the courier service companies are being failed to provide timely delivery of couriers to the right recipients. On the other hand, 53% courier companies have not considered specific ranges pin codes for covering wide range of geographical coverage. Hence, the customers are not being able to send their valuable couriers to the remote areas. It is also directly associated with lowered level of customer satisfaction in courier service industry. Furthermore, the findings of the research are also facing the issue of safety and security of couriers and parcels before they are sent to right recipients. Hence, the couriers companies of Australia are suggested to improve their logistics and distribution for enhancing the level of customer satisfaction.

Objective 1: To assess the impact of customer satisfaction that can be felt through proper supply chain by the courier services

This research objective has been perfectly linked with the data analysis section.  Moreover, the research themes 1 and 3 have been perfectly linked with this research objective. Specific range of pin codes available to the courier companies helps the customers to send their couriers and parcels to the recipients residing in remote areas. However, the delayed delivery of couriers and parcels is lowering the satisfaction level of the customers in Australian courier industry. Furthermore, the companies of this industry are also facing huge customer complaints due to their increasing dissatisfaction with courier service.

Objective 2: To identify the issues and challenges faced by courier companies in their logistics and distribution

This research objective perfectly been linked with the research theme 2 in the data analysis section. As per the analysis of the theme, Australian courier companies are facing major issues of delayed delivery of couriers and parcels. Furthermore, the companies are often not able to protect the couriers and parcels from unauthentic access.

Objective 3: To understand the strategies implemented by courier companies to improve the customer satisfaction

This research objective has been perfectly linked with the research theme 5. As per this theme, the Australian courier companies must have to adopt effective solution available in the courier industry for mitigating the issue of logistics and distribution. Moreover, the companies should be highly concentrated on time delivery of courier and parcels to the right recipients. Furthermore, the organizations should also use proper safety measures through using tamper proof bags for the safety of valuable couriers and parcels.

The courier industries need to provide an estimated date of delivery of the couriers and parcels so that the customers can have a better idea regarding the time and the date of their delivery. It will also help the customer in tracking down the order and the price of the product as well. The cost of shipping the product also has to be mentioned so that the customers can get prior information of it and the product needs to be completed with the checkout process as well.

The overall research is indicating that the customers are often disappointed with the unsafe and insecure delivery of their couriers and parcels. Hence, the courier companies should be highly concerned about protecting the valuable couriers and parcels from any kind of loss and damage. Moreover, the organizations should use tamper proof bags and special locking system for the protection of valuable couriers and shipments.

The research finding is indicating that limited numbers of Australian courier companies have considered specific pin codes. It is limiting the facilities for the customers to send their valuable couriers and parcels to the recipients in remote areas on their needs. Hence, the courier companies should consider specific range of pin codes for enhancing their geographical coverage. Such specific facilities will definite help the customers to send their valuable couriers and shipments to the right recipients in the remote area on their needs.

Every academic research is associated with some limitations that can hamper the quality of ultimate research result. This research has also faced the issue of time and budget constraints for reaching final research result. Moreover, due to time and budget constraints, it was not possible to access more numbers of authentic secondary sources. It has somewhat affected the ultimate research result.

This process of research has been completed in a successful manner, where the literature used in this research can be taken up as a secondary source of data for other researcher. The research has been done based on the effective methods used by the courier industries in delivering the products to the customers so that it can result in increasing the level of satisfaction. The literature review along with the analysis of data can be used in other researches as well that are of different sectors and not particularly belonging to the same industry.

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