Impact of Logistics Service Quality (LSQ) On Customer Satisfaction in Army Units

Customer satisfaction is an important indicator for the successful and sustainable growth of a business. Customers are key elements while their satisfaction on services is priority for the sustainable growth of the organisation. Military logistics is a difficult process to implement when it involves the probability of response time, uncertainty of demands, high material cost and cost effectiveness which are the elements of determinants to capability. The objectives of this study are to determine the level of availability, accuracy, timeliness and information and customer satisfaction; to analyse the relationship between availability, accuracy, timeliness and information with customer satisfaction; and to identify the most conduct factor impact availability, accuracy, timeliness and information with customer satisfaction. A quantitative research methods was adapted using questionnaires with 79 respondents from the Malaysian Army mainly combat, combat support and combat service support and analysed using the Statistical Packages for the Social Sciences 26.0. The results of this study for the relationship between customer satisfaction and availability is (r = 0.722), accuracy (r = 0.608), timeliness (r = 0.727) and information (r = 0.756). Overall of independent variables namely; availability, accuracy, timeliness and information have a significant positive relationship with dependent variable namely customer satisfaction. Base on MLR analysis, it was found that information factor contribute the highest correlation with the customer satisfaction among the soldiers involved in the operations. This research is expected to serve as a useful guide and reference to any individual or organisation of interest such as the Malaysian Army.
Keywords: availability, accuracy, timeliness, information and customer satisfaction