Pemodelan Kepuasan Pelanggan Melalui Peran Mediasi Kualitas Layanan Kurir: Analisis Heterogenitas Hubungan Struktural Berdasarkan Tingkatan Layanan Pengiriman

الملخص

Most courier-quality studies treat customer expectation as a satisfaction antecedent that sits parallel to service quality, rather than as one of the inputs that shapes quality perception itself. Drawing on the Gaps Model logic that perceived service quality arises from the gap between expectation and actual performance, this study repositions Customer Expectation (CE) as a fifth determinant of Courier Service Quality (CSQ), alongside Pickup Performance (PP), Delivery Performance (DP), Returned Shipment Rate (RSR), and Resolved Complaint & Claim (RCC), with CSQ serving as the sole mediator toward Customer Satisfaction (CSAT). Using PLS-SEM with multi-group analysis on 312 active users of an Indonesian logistics aggregator, split evenly between Next Day and Regular delivery tiers, full measurement invariance was confirmed through the three-step MICOM procedure before the two groups were compared. All five determinants significantly predicted CSQ (β=0.274-0.361, p<.001 on the pooled sample), and CSQ fully mediated their effect on CSAT on both tiers, with indirect effects ranging 0.121-0.160 on the pooled sample (p<.001). Four of the five paths toward CSQ, plus the CSQ→CSAT path, differed significantly between tiers on the Permutation Test (p<.05), but the CE→CSQ path did not (p=0.458): the raw strength of expectation's pull on quality perception was statistically indistinguishable across tiers. Yet the relative priority of CE reversed sharply. It ranked lowest in effect size among Next Day's five determinants (f²=0.904, still a large effect), but highest among Regular's (f²=0.076), overtaking every operational dimension on that tier. The findings support tier-differentiated service-level agreements: execution-focused standards for Next Day, and expectation-management strategies for Regular.