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Introduction
The concept of quality in business plays a critical strategic role in the establishment of successful companies. For that reason, extensive research has been dedicated to outlining the fundamental criteria for quality service since the end of the 20th century (Parasuraman et al., 1985). In order to explore the concept effectively, two companies from the service sector must be analyzed according to the five dimensions of service quality defined by Parasuraman et al., including security, credibility, competence, courtesy, and tangibles. In the current international business field, there are many examples of rivaling companies that both maintain a certain level of service. Such companies include DHL and UPS, two globally-acquired logistics and shipping companies. Through a comparative review of the way they implement the mentioned service quality dimensions, their business approach could be explored holistically.
Security
First of all, the security provided by the two companies must be evaluated. The term refers to the freedom from danger, risk, or doubt, according to Parasuraman et al. (1985). While a tracking number is often utilized to avoid losing a package, issues with exposing the customers personal information are apparent for both companies (Woo et al., 2020). More specifically, more security issues have been noted in the case of DHL, with their tracking numbers revealing more personal information than UPS (Woo et al., 2020). Due to the fact that UPS uses a more complex number format, the probability of targeted attacks is significantly lower (Woo et al., 2020). On the other hand, the monitoring possibility lowers the risk possibilities, as it allows customers to ensure adequate delivery of their packages. Hence, while both companies prioritize the safe delivery of packages to their customers, UPS security services offer more confidentiality and privacy.
Credibility
Second of all, the credibility of the services must be considered. As a dimension, it includes the companys trustworthiness, honesty, credibility (Parasuraman et al., 1985). Research examining DHLs attitude towards customer service demonstrated a key customer loyalty policy, as long-term users receive discounts and special prices (Pandey et al., 2021). Overall, there is a positive customer attitude to the services of DHL. Moreover, UPS implements credibility through its long-term reputation of fast deliveries and low delivery costs (Rajendran, 2021). Still, some researchers note a persisting need to further improve customer service in online platforms that constitute a novel business method. Additionally, more modern studies must be conducted to evaluate how customer reviews have changed in the pandemic period.
Competence
Next, the competence of DHL and UPS must be discussed. The competence of a company refers to its knowledge and skills of the service field, in this case of logistics and shipping (Parasuraman et al., 1985). DHL and UPS are recognized as one of the top organizations in their particular industry. However, DHL clients have reported several issues with package handling and delivery of the shipments (Rajendran, 2020). UPS has demonstrated poor delivery skills in cases of online-tracking systems and problems with the courier, another limitation despite the companys substantial experience (Rajendran, 2020). Hence, it could be argued that in both cases, the businesses have neglected the importance of competent workers and adequate services. It is essential that both organizations retain their commitment to high-quality work without solely relying on their excellent reputations.
Courtesy
Furthermore, the courtesy factor can be reviewed in regards to each of the companies. The term emphasizes the importance of customer satisfaction and the employee attitude while assisting them, noting respect and politeness as the key elements (Malhotra et al., 2004). A study on DHL customer service revealed a 37% satisfaction rate and a 32% neutral view by the respondents (Pandey et al., 2021, p.70). One way the company maintains a valuable relationship with its clients is through prioritizing long-term commitments and customer loyalty. UPS, with a similar policy, received positive feedback from its clientele for its employees reliable and responsive services (Rajendran, 2021). In this way, the impact of attentiveness and polite employee attitudes is evident, as well as the various ways this factor can be expressed by an organization.
Tangibles
Finally, the implementation of tangibles as a dimension of service quality must be explored. Tangibility is the physical evidence of the service, including the visual appearance of equipment, employees, and facilities (Parasuraman et al., 1985). In recent years, both DHL and UPS have implemented technologically advanced models to improve the delivery process and take advantage of modern innovations. DHLs recognizable logo, yellow delivery vans, and website design contribute to a visually pleasing outlook. Similarly, UPS relies on international recognition of its color scheme in both the transportation and employee uniforms. Along with the previously mentioned employee courtesy, the organizations tangible elements directly reflect on their satisfaction rates (Vignesh and Naveenkumar, 2019 ). Hence, the companys reputation is significantly enhanced by the pleasant visual appearance of its elements.
Conclusion
In that way, the two reviewed companies have demonstrated primarily positive relationships with the five dimensions of service quality, explaining their long-term success and customer satisfaction rates. It is essential to note that even experienced and successful businesses may have to implement more attributes of high-quality work that are relevant in the field. The case of DHL and UPS is a prime example of two competing companies utilizing similar strategies to remain competent in the area of logistics. Further research could focus on rival companies which adhere to alternate principles while achieving their business goals.
Reference List
Malhotra, N.K., Ulgado, F.M., Agarwal, J., Shainesh, G., and Wu, L. (2004) Dimensions of service quality in developed and developing economies: multi-country cross-cultural comparisons, International Marketing Review, 22(3), pp.256-278.
Pandey, R., Ganatra, V., Sonawane, H., Fauzi, F., Kee, D. Yasir, N., Suhairi, N. and Zamri, N. (2021) The impact of global trend on courier service and consumer satisfaction: A Study of DHL, International Journal of Tourism and Hospitality in Asia Pacific, 4(1), pp.64-72. Web.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985) A conceptual model of service quality and its implications for future research, Journal of Marketing, 49, pp.41-50.
Rajendran, S. (2021) Improving the performance of global courier & delivery services industry by analyzing the voice of customers and employees using text analytics, International Journal of Logistics Research and Applications, 24(5), pp.473-493. Web.
Vignesh, G. and Naveenkumar, K. (2019) Employee behaviour and performance of DHL couriers. ZENITH International Journal of Multidisciplinary Research, 9(4), pp.384-390.
Woo, S., Jang, H., Ji, W. and Kim, H. (2020) Ive got your packages: harvesting customers delivery order information using package tracking number enumeration attacks. The Web Conference 2020, pp. 2948-2954. Web.
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