THE EFFECT OF SERVICE QUALITY, PRICE, AND EASE OF ACCESS ON THE INTENTION TO USE GOODS DELIVERY SERVICES THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE CASE STUDY: CONSUMERS OF TERNATE POST OFFICE

Abstract

The rapid growth of e-commerce has led to an increase in the logistics and delivery service sector. The post office, as one of the service providers with an extensive network, is required to continuously offer high-quality services. This also applies to the Ternate Branch Post Office, which plays an important role in meeting goods delivery needs in archipelagic regions. This study employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis. Data were collected through 100 questionnaires distributed to consumers of goods delivery services at the Ternate Branch Post Office. The results indicate that service quality, service price, and ease of access have a significant effect on customer satisfaction. Customer satisfaction is proven to mediate the effect of service quality, service price, and ease of access on the intention to use goods delivery services. This study concludes that increasing the intention to use goods delivery services at the Ternate Branch Post Office is strongly influenced by customer satisfaction, which is shaped through improvements in service quality, competitive pricing, and ease of service access.