SSRG International Journal of Economics and Management Studies Volume 6 Issue 5, 86 - 92, May 2019

ISSN: 2393 – 9125 / https://doi.org/10.14445/23939125/IJEMS-V6I5P113 ©2019 Seventh Sense Research Group®

Original Article

The Effect of Tangibles, Responsiveness, and

Reliability on Customer Satisfaction of Delivery
Services
Ngaliman1, Mika Giofani Eka J2, Suharto3
1
Faculty of Economics, Batam University, Indonesia
2,3
Faculty of Economics, Muhammadiyah University of Metro, Indonesia

Abstract - The purpose of this study was to determine the Chikazhe, 2017). Pleasant conditions are felt by consumers
effect of latent tangible variables, responsiveness, and when making transactions against services produced by the
reliability on consumer satisfaction. The sampling company so that the tangible and the prolonged appearance
technique uses accidental sampling and uses the binomial of employees is part of the increasing condition of
proportion formula and obtained a sample of 70 employees to act on time in accordance with the wishes of
respondents. Instrument requirements include validity and consumers.
reliability testing. Test requirements analysis using lilies
normality, homogeneity, linearity, and regression Responsibility is the behavior of employees in the
significance. The data analysis using SEM (Structural organization to act in time and convey information in
Equation Modeling). The results of the study found that accordance with consumer needs (Holweg, 2005; Pitafi et
tangibles have no direct effect on consumer satisfaction, al., 2019). Employees will act according to organizational
responsiveness has a direct effect on consumer satisfaction, goals based on the desire to appreciate the time that has
reliability, and has a direct effect on consumer satisfaction, been sacrificed by consumers when making a purchase. The
tangibles do not have a direct effect on reliability, and ability to respond to what is owned by employees will be
responsiveness has a direct effect on reliability. positively assessed by consumers so that it can create
capabilities when serving consumers (Famiyeh et al., 2018;
Keywords - Tangibles, Responsiveness, Reliability, Esaiasson et al., 2017). The responsiveness of employees is
Customer satisfaction. based on personal responsibility for the organization.
Personal conditions of employees who have good
I. INTRODUCTION responsiveness can encourage the desire to act and treat
Customer satisfaction is one of the topics that are in consumers fairly. Reliability is the ability and commitment
great demand by management researchers (Vukmir, 2006). possessed by employees to provide services in accordance
However, the use of latent variable reliability as a with the agreement (Yousapronpaiboon, 2014). The
mediating variable to measure customer satisfaction is still decision taken is the desire to adjust performance to
not widely done. Ahmed et al. (2017) and Abdul Rehman customer expectations which means the timeliness and the
(2012) said that reliability could create satisfaction for same service to all customers (Saad Andaleeb & Conway,
customers. Other researchers, namely Robert & Wowor 2006).
(2011), say that tangibles and responsiveness can create
satisfaction for customers and repeat transactions. II. LITERATURE REVIEW AND DEVELOPMENT
Customers who are treated well by employees in the OF HYPOTHESES
organization will have a sustainable positive impact on the Consumer satisfaction is influenced by perceptions of
long-term existence of the organization. Organizations can service quality, product quality, prices, and personal factors,
develop well if all existing employees can create and as well as a momentary situation. One of the factors that
maintain a commitment to the work done. So that the can determine satisfaction for consumers is consumer
quality of service provided to customers can provide perceptions of service quality as measured by the
satisfaction for consumers (Khan & Fasih, 2014). dimensions of service quality, namely: tangibles, reliability,
and responsiveness (Caruana, 2002; Oh, 1999).
Tangibles are a form of physical means used by
organizations to create and do work (Moon, 2013). The attractiveness of physical facilities, equipment, and
Supporting equipment and the appearance of employees communication facilities as well as the materials used by
used to serve consumers can create an impression that is the organization and the appearance of employees that must
easily remembered by consumers. Physical means, be in the service process (Moon, 2013). The ability to carry
including the friendly appearance of employees, can create out service is carried out by showing the existence of other
psychological syndromes that arise as a prolonged response parties, appearance, and also the ability of facilities and
for customers (Du Plooy & De Jager, 2007; Makanyeza & physical infrastructure. Organizing service organizations

This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/ )

 Ngaliman et al. / IJEMS, 6(5), 86 - 92, 2019

and the state of the surrounding environment are concrete satisfaction. Lau et al. (2013) states that tangibles (physical
evidence of the services provided by the organization appearance) include physical facilities, equipment,
(Munusamy et al., 2010). The better the tangibles provided employees, and means of communication, have a positive
by the organization, the better the service provided to effect on customer satisfaction. The results of this study are
consumers will be. in line with research from Tamwatin et al. (2015); Iskandar
The ability of employees in organizations to provide fast et al. (2015), which state that there is an influence between
and appropriate services to consumers is done by conveying tangible to customer satisfaction. Thus, the more customer
clear information (Bebko & Garg, 1995). Good experience about tangible provided by company
responsiveness can create customer satisfaction for the organizations, the better customer satisfaction will be.
services provided by the organization. Jun et al. (2004) said Based on these assumptions, the hypothesis proposed is:
that customer satisfaction could be created through H1: There is a positive direct effect of tangibles on
employee attitudes that have an element of reliability. This customer satisfaction.
means that the reliability possessed by employees is one of I assume that responsiveness has a positive direct effect
the factors that must be considered to obtain customer on customer satisfaction. Munusamy et al. (2010) state that
satisfaction (Jun et al., 2004). Organizations that are responsiveness is the desire of employees or staff to help
engaged in services must have good reliability aspects customers and provide good service and responses. The
because good quality employees can provide the services motivation of employees to solve problems faced by
expected by consumers. customers when using the services has a positive effect on
The ability of employees to provide services in customer satisfaction. Saad Andaleeb & Conway (2006)
accordance with what has been promised appropriately states that responsiveness has a positive effect on consumer
includes the suitability of performance with customer satisfaction. This means that the higher the responsiveness
expectations, on time, the same service for all customers that consists of the willingness and speed of employees in
(Collier & Bienstock, 2006). Wang et al. (2004) said that providing services to customers without having to be asked
reliability is the ability of employees in a company by customers, customer satisfaction will increase.
organization to provide services in accordance with what is Consumer perceptions of employee responsiveness, such as
promised accurately and reliably. the speed and accuracy of service personnel in answering
Olorunniwo et al. (2006) explain that consumer problems experienced by service users, consumer
satisfaction with service companies is defined as a situation satisfaction, will also be higher (Mahamad & Ramayah,
where consumer expectations of service are in accordance 2010). Siddiqi (2011) said that the responsiveness aspect of
with the reality received by consumers. Consumers are service quality has an influence on customer satisfaction.
valuable assets for company organizations because the Based on these assumptions, the hypothesis proposed is:
purpose of the business aspect is to create customer H2: There is a direct positive effect on responding to
satisfaction. Consumers who feel satisfied can give a customer satisfaction
positive response to the incompatibility between the I am of the opinion that tangibles have a positive direct
previous level of importance, and actual performance felt effect on reliability. According to Tamwatin et al. (2015),
after use (Olorunniwo et al., 2006; Ahmadi Kashkoli et al., tangibles are the appearance of service facilities and human
2017). Based on the analogy we made, then framework I resources when delivering organizational communication
am a research model. material that is directly related. According to Moon (2013),
tangible is a concern and attention given by the
organization to consumers. If the tangible aspect given by
the company is satisfactory, we can be sure that reliability
will be formed when dealing with consumers. Good
reliability is the ability of the organization to provide
services that are in accordance with what is promised by
using physical facilities owned by the organization Martini
et al. (2018). The ability of an organization to provide
Fig. 1 Research Framework physical facilities that can support organizational goals can
Information: create the ability of employees when performing services in
ξ1: exogenous variable tangibles accordance with the agreed time Moon (, 2013). Based on
ξ2: exogenous variable responsiveness these assumptions, the hypothesis proposed is:
η1: endogenous reliability H3: There is a positive direct effect of tangibles on
η2: endogenous variable customer satisfaction reliability
Based on the description of the literature, the following I assume that responsiveness has a positive direct effect
explanation: on reliability. According to Kuo et al. (2009),
I assume that tangibles have a positive direct effect on responsiveness is awareness and desire to help consumers
customer satisfaction. Melia (2016) said that tangibles are and provide services quickly. Responsiveness is the desire,
an attraction for physical facilities, equipment, and response, or alertness of employees in helping consumers
communication facilities as well as materials used by and providing fast and responsive services (Ahmad &
organizations, as well as the appearance of employees in the Sungip, 2008). Responsiveness, according to Kara et al.
service process, having an influence on customer (2005), is the ability of service providers to help and

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provide fast and appropriate services to consumers with Data analysis techniques include descriptive statistical
clear delivery. Responsiveness can be used as a guideline to analysis and inferential statistics (Trafimow & MacDonald,
assess the reliability of a company. Reliability is the ability 2017). The test requirements analysis includes normality,
to provide promised services that are reliable, accurate, and homogeneity, linearity, and regression significance.
reliable (Lau et al., 2013). Good responsiveness indicates Multivariate statistical tests were performed using
that the reliability aspects of the company's employees are Structural Equation Modeling analysis (Trafimow &
very good. Based on these assumptions, the hypothesis MacDonald, 2017; Hult et al., 2006; Kim & Wang, 2019).
proposed is:
H4: There is a positive direct effect of responsiveness on IV. RESULTS OF RESEARCH AND DISCUSSION
reliability Based on the instruments distributed to respondents,
I assume that reliability has a positive direct effect on responses were obtained from 70 respondents or as much as
customer satisfaction. Robert & Wowor (2011); Uyoga 70%.
(2018) states that reliability has a positive effect on Table 1. Description of respondents
customer satisfaction. This means that the ability to provide
promised services promptly, accurately, and satisfactorily St.
Construct Min Max Mean Med Varian
Dev
can affect customer satisfaction. Yousuf (2017) said that the X1 15 25 19.28 19 2.10 4.43
reliability aspect of service quality has an influence on X2 18 29 23.28 24 2.52 6.38
customer satisfaction. The same thing was stated by X3 15 25 19.78 20 2.22 4.95
Famiyeh et al. (2018) that reliability is the company's X4 12 20 15.85 16 1.75 3.08
ability to provide services in accordance with what is X5 15 34 25.58 26 4.40 19.37
X6 15 28 22.05 22 3.09 9.59
promised accurately and reliably. The relationship between X7 17 35 25.62 26 3.78 14.35
reliability and customer satisfaction is reliability that has a Y1 14 28 22.57 23 2.77 7.72
positive influence on customer satisfaction. The better Y2 21 39 29.9 30 3.73 13.91
consumer perceptions of company reliability, the highest Y3 15 28 23.02 23 2.94 8.66
customer satisfaction will be. Based on these assumptions, Y4 11 25 18.55 19 2.84 8.07
Y5 12 24 19.28 19 2.9 7.80
the hypothesis proposed is: Y6 26 47 37.64 38 4.46 19.91
H5: There is a positive direct effect of reliability on
customer satisfaction
Table 2. Calculation of construct reliability and variance extracted (ξ 1)
III. METHODOLOGY Indicator Std. Loading Error CR VE
This study used a quantitative approach with survey X1 0,69 0,52
methods and was carried out in Lampung Province. The X2 0,70 0,50
research constellation includes four latent variables, namely X3 0,75 0,44 0,814 0,737
tangibles as exogenous variables, responsiveness as X4 0,75 0,44
exogenous variables, reliability as endogenous variables, total 2,89 1,9
and consumer satisfaction as endogenous variables.
The target population is all consumers of the Shipping Construct a reliability value of tangibles variable of
Service Company in Lampung Province. The method used 0.814 greater than 0.70 (CR>0.70) and average variance
is non-probability sampling and uses an accidental extracted (AVE) value of 0.737 greater than 0.50
sampling technique, which is a sampling technique that is (VE>0.50). This means that the four latent variables have
based on certain consumer characteristics (Trafimow & consistency in measuring latent tangible variables.
MacDonald, 2017).
The instruments used in this study were 5 alternative
choices and used a Likert scale model (Adams & Wieman, Table 3. Calculation of constructing reliability and variance extracted
(ξ2)
2011). Instrument preparation includes the development of
dimensions and indicators, instrument preparation, validity Construct Std. Loading Error CR VE
and reliability testing, instrument revision, finalization, and X5 0,46 0,79
data collection. A validity test is used to measure the X6 0,79 0,38
validity of the questions in the questionnaire (Koopmans et 0,781 0,681
X7 0,92 0,15
al., 2012; Adams & Wieman, 2011). Instruments are said to
Total 2,17 1,32
be valid if the questions in the questionnaire can measure
each manifest variable (Trafimow & MacDonald, 2017).
This study uses the validity of Product Moment correlation Value of constructing reliability The responsiveness
techniques, namely the correlation of item scores with total variable of 0.781 is greater than 0.70 (CR>0.70), and the
scores. Longin & Solnik (2001) say valid or not the average variance extracted (AVE) value of 0.681 is greater
instrument is done by comparing between rvalue and rtable. than 0.50 (VE>0.50). This means that the four latent
Reliability testing was done by calculating Cronbach's variables have consistency in measuring responsiveness
latent variables.
Alpha for each variable, which is reliable if the Cronbach's
Alpha value is> 0.60 (Kim & Wang, 2019).

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Table 4. Calculation of constructing reliability and variance extracted Table 5. Calculation of constructing reliability and variance extracted
(η1) (η2)
Construct Std. loading Error CR VE Construct Std. loading Error CR VE
Y1 0,84 0,30 Y4 0,84 0,29
Y2 0,80 0,36 Y5 0,93 0,14
0,859 0,804 0,908 0,767
Y3 0,82 0,33 Y6 0,86 0,27
Total 2,46 0,99 Total 2,63 0,7

The value of constructing reliability variable consumer The value of constructing reliability variable customer
satisfaction is 0.859 greater than 0.70 (CR>0.70), and the satisfaction of 0.908 is greater than 0.70 (CR>0.70), and the
average variance extracted (AVE) value of 0.804 is greater average variance extracted (AVE) value is 0.767 greater
than 0.50 (VE>0.50). This means that the three latent than 0.50 (VE>0.50). This means that the three latent
variables have consistency in measuring reliability latent variables have consistency in measuring customer
variables. satisfaction.

Fig. 2 T-Value

The measurement of sub-structure path coefficient one ttable(0.05:70) = 1.66, then Ho is rejected and the path
will provide decision-making for testing hypotheses 1 and 2 coefficient β21 means that the relationship between
with the equation form η1 = γ11ξ1+ γ12ξ2+ 1. The results of reliability and customer satisfaction is significant.
testing hypothesis 1 γ11 are 0.01 and value = 0.05 < ttable(0.05:70) Inside the lisrel output, test the suitability of the model
= 1.66, then Ho is accepted, and the path coefficient γ11, the overall using the test χ2 (chi-square) obtained from the
relationship between tangibles for reliability is not weighted Least Squares chi-square 91.09 with p-value
significant. Hypothesis 2 (γ12) is 0.69 and value = 5.25 > 0.00463 <0.05 so it can be concluded that the test results χ2
ttable(0.05: 70) = 1.66, then Ho is rejected and path coefficient as a whole have not been fit (good match). In addition, the
γ12, that is, the relationship between responsiveness over ratio between the values of χ2 with degrees of freedom (χ2 /
reliability is significant. df) is 91.09 / 59 = 1.54> 0.05, so it can be concluded that by
Sub-structure path coefficient measurement 2 will give a controlling the complexity of the model (which is proxied
decision to test hypotheses 3, 4 and 5 with the equation η2 = by the number of degrees of freedom), the model actually
γ21ξ1+γ22ξ2+β21η1+2. The results of testing hypothesis 3 has a pretty good fit.
(γ21) amounted to 0.07 and value = 0.72 < ttable(0.05:70) = 1.66, The next test is GFI, and NFI shows that the test results
then Ho is accepted, and the path coefficient γ21 is the are smaller than 0.90, so it can be concluded that the model
relationship between tangibles on customer satisfaction is has a poor match, while the testing of CFI, NNFI, and IFI
not significant. Hypothesis 4 (γ22) is 0.58 and value = 3.57 > shows a test that has a value greater than 0.90 so that it can
ttable(0.05:70) = 1.66, then Ho is rejected and the path be concluded that the model has a fairly good match.
coefficient γ22 is responsiveness to significant customer
satisfaction. Hypothesis 5 (β21) is 1.27 and value = 6.23 <

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Fig. 3 Standardized Solution

Figure 3 shows the form of a complex path coefficient

that functions as a decision-maker for the hypothesis test. V. DISCUSSION
The description is related to the path coefficient, namely A. Responsiveness has a direct negative effect on
sub-structure path coefficient 1 and sub-structure path Customer Satisfaction.
coefficient 2. The results showed that responsiveness had a direct
In the standardized solution path diagram, besides the negative effect on customer satisfaction. This can be seen
direct effect, there are also indirect effects between from the results of research on the three indicators. The
exogenous variables (ξ) and endogenous variables (η). At third indicator is fast service which has the greatest value
lisrel's output of standardized solutions, it can be seen that: compared to the other two indicators, namely assistance
a) The total effective value (total influence) of tangibles provided by employees and clarity of information provided
variable (ξ1), responsiveness (ξ2), and reliability (η1) on by company employees, which explains that fast service is
customer satisfaction (η2) is the same as a direct effect the indicator that most influences customer satisfaction. The
of each variable because it is not mediated by other negative path coefficient indicates that if the willingness to
variables. help consumers, provide fast and appropriate services, and
b) The total effective value (total influence) of tangibles deliver clear information, then consumers have not given a
variable (ξ1), and responsiveness (ξ2), on reliability (η1) positive response to the services provided by the company.
is the same as a direct effect of each variable; Karen is Consumers will look for other factors that can provide
not mediated by other variables. satisfaction after consuming services sold by the company.
c) Indirect effect (indirect effect) tangibles variable (ξ1) on This finding is in accordance with the results of a study
customer satisfaction (η2) is 1.27x 0.01 = 0.0127, conducted by Ahmadi Kashkoli et al. (2017); Uyoga
because it is caused by the existence of other variables, (2018), who said that responsiveness has an effect on
namely reliability (η1) worth 1.27, and the total effect is consumer satisfaction.
0.07 + 0.0127 = 0.0827. B. Reliability has a direct positive effect on customer
d) Indirect effect (indirect effect) of the response variable satisfaction.
(ξ2) on consumer satisfaction (η2), worth 0.69 x 1.27 = The results of the study show that reliability has a direct
0.8763, because of the other variables, namely positive effect on customer satisfaction. This can be seen
reliability (η1) worth 1.27, while the total the effect is - from the results of research on the three indicators. The
0.58 + 0.8763 = 0.2963. third indicator, which is trustworthy information, has the
The total influence of exogenous variables (ξ) on greatest value compared to the other two indicators, namely
endogenous variables (η), It can be explained that the service accuracy and promised services that show that the
variables ξ1 and ξ2 have a positive effect on η2, because promised service indicators are indicators that most
there are intervening or mediating variables η1 and have a influence consumer satisfaction. This condition shows that
greater influence than variables that are not mediated by if the ability to provide promised services is better, more
other variables. This means that tangibles, responsiveness, accurate, and reliable, it will affect the psychological
and reliability together affect customer satisfaction have a condition of consumers to give a positive appreciation of
greater value than just one exogenous variable (ξ) that the company's products. This finding is in accordance with
affects consumer satisfaction. A similar thing happened to the results of a study conducted by Martini et al. (2018);
the reliability variable that tangibles and responsiveness Albayrak et al. (2010), who say that reliability affects
together affect reliability have a greater influence than just consumer satisfaction.
one exogenous variable (ξ) that affects reliability. C. Responsiveness has a positive direct effect on reliability.
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