The Relationship between Customer Loyalty, Customer‎Satisfaction, Customer Perceived Value, and Service Quality of SF ‎Express in The Context of Artificial Intelligence

  • Authors

    • Xuesong Li Faculty of Business Administration, Rajamangala University of Technology Phra ‎Nakhon, Thailand
    • Anong Taiwan Faculty of Business Administration, Rajamangala University of Technology Phra ‎Nakhon, Thailand
    • Rattanavalee Maisak Faculty of Business Administration, Rajamangala University of Technology Phra ‎Nakhon, Thailand
    https://doi.org/10.14419/j49pxb59

    Received date: August 18, 2025

    Accepted date: September 12, 2025

    Published date: October 20, 2025

  • Use about five keywords or phrases in alphabetical order, separated by a Semicolon

  • Abstract

    This study seeks to examine the correlation between SF Express's service quality ‎and perceived value, consumer satisfaction, and customer loyalty within the framework of ‎AI technology utilization. SF Express has had considerable difficulties in preserving its ‎current customer base due to the swift advancement of artificial intelligence and ‎e-commerce, along with heightened industry competition. This study used a questionnaire ‎to collect data and analyzed it with SPSS and AMOS software to closely look into this issue. ‎The results demonstrate that service quality significantly and directly improves customer ‎loyalty and positively affects it through the mediation of customer satisfaction. Subsequent ‎analysis indicates that the five characteristics of express service quality—timeliness, ‎security, responsiveness, tangibility, and empathy—substantially improve overall express ‎service quality. The findings indicate that the implementation of artificial intelligence ‎technology can substantially improve the service quality of SF Express, thereby increasing ‎consumer perceived value and fostering customer loyalty, which is crucial for the enduring ‎success of businesses. This study highlights the significance of express delivery services ‎from the customers' perspective and examines how several characteristics of service ‎quality affect customers' perceived value, satisfaction, and loyalty‎.

  • References

    1. Ahmed, A., Deokar, A., Lee, H. C. B., & Summerfield, N. (2024). The role of commitment in online reputation systems: An empirical study of ex-press delivery promise in an E-commerce platform. Decision Support Systems, 176, 114061. https://doi.org/10.1016/j.dss.2023.114061.
    2. Alex, D., & Thomas, S. (2011). Impact of product quality, service quality, and contextual experience on customer perceived value and future buy-ing intentions. European Journal of Business and Management, 3(3), 307-315.
    3. Alexander, R. (2022). Comparing the Robustness of the Structural after Measurement (SAM) Approach to Structural Equation Modeling (SEM) against Local Model Misspecifications with Alternative Estimation Approaches. Stats, 5(3), 631-672. https://doi.org/10.3390/stats5030039.
    4. Abdelkader, M., & Hayam Hassan Wahba. (2024). A proposed multidimensional model for predicting financial distress: an empirical study on Egyptian listed firms. Future Business Journal, 10(1). Retrieved at https://doi.org/10.1186/s43093-024-00328-2.
    5. Ali, F., Amin, M., & Ryu, K. (2016). The role of physical environment, price perceptions, and consumption emotions in developing customer satis-faction in Chinese resort hotels. Journal of Quality Assurance in Hospitality & Tourism, 17(1), 45-70. https://doi.org/10.1080/1528008X.2015.1016595.
    6. Alshibly, H. H. (2015). Customer perceived value in social commerce: An exploration of its antecedents and consequences. Journal of Management Research, 7(1), 17-37. https://doi.org/10.5296/jmr.v7i1.6800.
    7. Anggreyani, D., Chairunnisa, I., & Saleh, M. Z. (2023). Persepsi Merek Dan Kualitas Layanan Pelanggan Kentucky Fried Chicken (KFC). Lokawa-ti: Jurnal Penelitian Manajemen dan Inovasi Riset, 1(6), 481-491. https://doi.org/10.61132/lokawati.v1i6.393
    8. Anisah, J., & Andri, K. (2024). The Influence of Perceived Value, Service Quality on Customer Loyalty Mediated by Corporate Image. Interna-tional Journal of Economics (IJEC), 3(2), 1239-1252. https://doi.org/10.55299/ijec.v3i2.1095.
    9. Belgin, A., Candan, S., Boran, P., Aylin, Ç., & Burak, Ç. (2020). Parcel Delivery Service Quality Assessment. Lecture Notes in Mechanical Engi-neering, 975-988. https://doi.org/10.1007/978-3-030-62784-3_81
    10. Berihu Asgele Siyum. (2024). Service quality gap in Ethiopia: expected and perceived services in the public sector. Cogent Social Sciences, 10(1). Retrieved at https://doi.org/10.1080/23311886.2024.2359269
    11. Biscaia, R., Yoshida, M., & Kim, Y. (2021). Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport. Euro-pean Sport Management Quarterly, 23(3), 1–25. Retrieved at https://doi.org/10.1080/16184742.2021.1938630
    12. Biau, D. J., Jolles, B. M., & Porcher, R. (2010). P-value and the theory of hypothesis testing: an explanation for new researchers. Clinical Ortho-paedics and Related Research®, 468(3), 885-892. https://doi.org/10.1007/s11999-009-1164-4.
    13. Broder, H. L., & Wilson‐Genderson, M. (2007). Reliability and convergent and discriminant validity of the Child Oral Health Impact Profile (COHIP Child’s version). Community dentistry and oral epidemiology, 35, 20-31. https://doi.org/10.1111/j.1600-0528.2007.0002.x
    14. Cao, V. Q. (2020). SuperShip: Journey of a Successful Entrepreneur. South Asian Journal of Business and Management Cases, 9(2), 227797792090529. https://doi.org/10.1177/2277977920905294.
    15. Celimuge, W., Zhi, L., Yusheng, J., & Jingyun, F. (2017). AVE: Autonomous Vehicular Edge Computing Framework with ACO-Based Schedul-ing. IEEE Transactions on Vehicular Technology. https://doi.org/10.1109/TVT.2017.2714704.
    16. Chauhan, J. S. (2023). Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: a Cross-Sectional Study in the FMCG Context. Psychology and Education Journal, 55(1). Retrieved at https://doi.org/10.48047/pne.2018.55.1.83
    17. Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, Convergent and Discriminant Validity with Struc-tural Equation modeling: a Review and best-practice Recommendations. Asia Pacific Journal of Management, 1(1). Retrieved at https://doi.org/10.1007/s10490-023-09871-y
    18. Correa, C., Ignacio, C., & David, A. (2021). “I am Delighted!”: The Effect of Perceived Customer Value on Repurchase and Advocacy Intention in B2B Express Delivery Services. Sustainability. https://doi.org/10.3390/su13116013.
    19. Dai, Y. (2021). Evaluating the Service Quality of Courier Companies: An Empirical Study from the Canadian E-commerce Customers' Perspective HEC Montréal].
    20. Doğruyol, S., & Zerey, A. (2024). The online dating intensity scale (ODI): validity and reliability study of Turkish form. Uluslararası Anadolu Sosyal Bilimler Dergisi, 8(1), 36-49. https://doi.org/10.47525/ulasbid.1402114.
    21. Ebele, E., Iyelolu, V., Idemudia, N. C., & Ignatius, T. (2024). Exploring the Relationship between Sustainable Business Practices and Increased Brand Loyalty. International Journal of Management & Entrepreneurship Research, 6(8), 2463–2475. Retrieved at https://doi.org/10.51594/ijmer.v6i8.1365.
    22. Fog, A. (2022). Two-Dimensional Models of Cultural Differences: Statistical and Theoretical Analysis. Cross-Cultural Research, 106939712211357. Retrieved at https://doi.org/10.1177/10693971221135703
    23. Fan, L., & Ye, Y. (2017). The Influence of Express Service Quality on Express Brand Satisfaction: Moderating Effect of Customer Experience on E-commerce Environment.
    24. Fan, Y. (2019). Analysis of Factors Affecting Service Quality of Chinese Express Delivery Companies. Proceedings of the 1st International Sympo-sium on Economic Development and Management Innovation (EDMI 2019). https://doi.org/10.2991/edmi-19.2019.119.
    25. Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180. https://doi.org/10.1016/j.jairtraman.2017.12.008
    26. Feng, Y.-x., Zheng, B., & Tan, J.-r. (2007). Exploratory Study of Logistics Service Quality Scale Based on Online Shopping Malls. 8(6), 926-931. https://doi.org/10.1631/jzus.2007.A0926.
    27. Gremler, D. D. (1996). Service Loyalty: Its Nature, Importance, and Implications. Advancing Service Quality: A Global Perspective/International Service Quality Association.
    28. Guoling, L. (2020). An Empirical Study on the Exploration of Factors Influencing Customer Satisfaction in Logistics Distribution Service. IOP Conference Series: Earth and Environmental Science, 546(5). https://doi.org/10.1088/1755-1315/546/5/052031.
    29. Han, Y., & Xie, G. (2019). Determinants of customer perceived online shopping logistics service quality value: An empirical study from China. In-ternational Journal of Logistics Research and Applications, 22(6), 614-637. https://doi.org/10.1080/13675567.2018.1517866.
    30. Hasan Emin, G., & Ramazan, E. (2024). Logistics service failures and recovery strategies: is the response time or the discount amount more im-portant? Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-07-2023-0372.
    31. Hayes, A. (2022). Brand equity: Definition, importance, effect on profit margin, and examples. In.
    32. Hongxing, D., Wen, W., & Jie, Z. (2023). Competitiveness Evaluation of Express Delivery Enterprises Based on the Information Entropy and Gray Correlation Analysis. Sustainability, 15(16), 12469. https://doi.org/10.3390/su151612469
    33. Hymel, S., LeMare, L., & McKee, W. (2011). The Early Development Instrument: An examination of convergent and discriminant validity. Social Indicators Research, 103, 267-282. https://doi.org/10.1007/s11205-011-9845-2.
    34. Idayati, I., Kesuma, I. M., Aprianto, R., & Suwarno, S. (2020). The Effect of Service Quality on Citizen's Expectation through Dimension of Tan-gible, Emphaty, Reliability, Responsiveness and Assurance (TERRA). SRIWIJAYA International Journal of dynamic economics and business, 241-252. https://doi.org/10.29259/sijdeb.v4i3.241-252.
    35. Jiang, X., Wang, H., & Guo, X. (2020). Analyzing service quality evaluation indexes of rural last mile delivery using FCE and ISM approach. In-formation, 11(6), 327. https://doi.org/10.3390/info11060327.
    36. Karim, R. A., & Rabiul, M. K. (2024). The relationships of corporate sustainability, customer loyalty, and word of mouth: the mediating role of corporate image and customer satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 25(3), 421-441. https://doi.org/10.1080/1528008X.2022.2135054
    37. Leong, L.-Y., Hew, T.-S., Lee, V.-H., & Ooi, K.-B. (2015). An SEM–artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airline. Expert systems with applications, 42(19), 6620-6634. https://doi.org/10.1016/j.eswa.2015.04.043.
    38. Li, F., Fan, Z., Cao, B., & Li, X. (2020). Logistics service mode selection for last mile delivery: an analysis method considering customer utility and delivery service cost. Sustainability, 13 (1), 284. In. https://doi.org/10.3390/su13010284
    39. Lin, X., Mamun, A. A., Yang, Q., & Masukujjaman, M. (2023). Examining the effect of logistics service quality on customer satisfaction and re-use intention. PLOS ONE, 18(5), e0286382. https://doi.org/10.1371/journal.pone.0286382
    40. Lin, X., Al Mamun, A., Yang, Q., & Masukujjaman, M. (2023). Examining the Effect of Logistics Service Quality on Customer Satisfaction and re-use Intention. PLoS ONE, 18(5). Retrieved at https://doi.org/10.1371/journal.pone.0286382.
    41. Mohsin, S. K. (2024). The Influence of AI-Driven Personalization on Consumer Decision-Making in E-Commerce Platforms. Al Rafidain Journal of Engineering Sciences, 2(2), 249–261. Retrieved at https://doi.org/10.61268/ajs54s12.
    42. Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Con-sumer Services, 40, 261-269. https://doi.org/10.1016/j.jretconser.2016.10.011
    43. Meng, M., Lu, S., & XuanQing, S. (2022). Optimization of e-commerce logistics service quality considering multiple consumption psychologies. Front Psychol. https://doi.org/10.3389/fpsyg.2022.956418
    44. Miguel Daniel Ramirez Del, C., Zaida Brenida, C.-R., Carlos Alexis, A.-S., Geraldo Cesar Rosario De, O., & Sassy Emperatriz, G.-R. (2023). Cus-tomer Satisfaction Based on User Perceptions in a Delivery Company in Peru. Academic Journal of Interdisciplinary Studies, 12(5), 201. https://doi.org/10.36941/ajis-2023-0138.
    45. Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer en-gagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108, 105980. https://doi.org/10.1016/j.chb.2019.04.004.
    46. Ma, B. (2024). Consumer perception of last-mile delivery: temporal and spatial factors with attributional bias. Ntu.edu.sg. Retrieved at https://hdl.handle.net/10356/181938
    47. Mason, M. C., Oduro, S., Umar, R. M., & Zamparo, G. (2023). Effect of Consumption Values on Consumer behavior: a Meta-analysis. Marketing Intelligence & Planning, 41(7), 923–944. Retrieved at https://doi.org/10.1108/MIP-03-2023-0100
    48. Neele Inken, A., De-Juan-Vigaray, M. D., & Nuszbaum, M. (2023). An Experimental Study of How Missing Employee Empathy in Failed Service Interactions Affects Empathetic Customers’ EWoM-Giving Behaviour. Administrative Sciences, 13(5), 123. https://doi.org/10.3390/admsci13050123.
    49. Nur Dwi, A. (2023). The Influence of Delivery Service Quality on J&T Express Customer Loyalty in North Jakarta During the Covid-19 Pandemic. Logistica : Journal of Logistic and Transportation, 1(1), 42-55. https://doi.org/10.61978/logistica.v1i1.124.
    50. Permatasari, L., & Indayani, L. (2022). The Effect of Service Quality, Brand Image, and Trust on Consumer Satisfaction on Delivery Services in Sidoarjo Regency. Indonesian Journal of Law and Economics Review, 17, https://doi.org/10.21070/ijler.v17i0.831.
    51. Qi, W., Shan, L., Jin, L., Cong, W., & Hongqiang, F. (2020). Sentiment Analysis for the Customer Feedback in the Express Delivery Enterprise Evaluation System. Learning and Education, 9(3), 57. https://doi.org/10.18282/l-e.v9i3.1574.
    52. Rosseel, Y., & Loh, W. W. (2022). A structural after measurement approach to structural equation modeling. Psychological Methods.
    53. Setiawan, L., & Fauziah, Y. (2020). Rancangan Sistem Pengukuran Kinerja untuk Penentuan Key Performance Indicator dengan Metode Balance Scorecard. Jurnal Operations Excellence: Journal of Applied Industrial Engineering, 12(2), 248-262. https://doi.org/10.22441/oe.2020.v12.i2.011.
    54. Shan, C., Yibing, W., Shuihua, H., & Ming, K. L. (2021). Evaluation of fresh food logistics service quality using online customer reviews. Interna-tional Journal of Logistics Research and Applications, 26(8), 1-17. https://doi.org/10.1080/13675567.2021.1998398
    55. Shantanu Shrinivas, B., & Najla, S. (2022). Green Logistics in Last-Mile Delivery: A Focus on Customers’ Requirements and Satisfaction. Interna-tional Journal of Social Sciences and Humanities Invention, 9(09), 7230-7238. https://doi.org/10.18535/ijsshi/v9i09.08
    56. Shigeo, K. (1965). Geometric vector orthogonal rotation method in multiple-factor analysis. Psychometrika, 30(4), 515-530. https://doi.org/10.1007/BF02289541.
    57. Shiva, E., & Euihark, L. (2022). A novel packaging evaluation method using sentiment analysis of customer reviews. Packaging Technology and Science, 35(12), 903-911. https://doi.org/10.1002/pts.2686
    58. Stacy Jo Dixon. (2025). Statista - The Statistics Portal. Statista. Retrieved at https://www.statista.com/aboutus/our-research-commitment/3088/stacy-jo-dixon.
    59. Singh, P., & Singh, V. (2024). The power of AI: enhancing customer loyalty through satisfaction and efficiency. Cogent Business & Management, 11(1). Retrieved at https://doi.org/10.1080/23311975.2024.2326107.
    60. Shruti, R. S., & Robert, J. V. (2016). Integrating Moderation and Mediation. Organizational Research Methods, 20(4), 721-745. https://doi.org/10.1177/1094428115621609
    61. Tam, J. L. M. (2004). Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management, 20(7-8), 897-917. https://doi.org/10.1362/0267257041838719.
    62. Taqi, I., & Muhammad, G. (2020). Brand loyalty and the mediating roles of brand image and customer satisfaction. Market Forces, 15 (1), 101–119. In.
    63. Tu, M., & Zhang, Q. (2022). A Research on the Impact of Reverse Logistics Service Quality on Consumer Loyalty in O2O Fresh Food E-commerce Enterprises.
    64. Uzir Hossain, U., Hussam Al, H., Ramayah, T., Rodney Lim Thiam, H., Musheer, A. A., Najmul, H., Mahmud, H., & Md. Uzir Hossain, U. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721
    65. Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, per-ceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721.
    66. Woodside, A. G., Golfetto, F., & Gibbert, M. (2008). Customer value: theory, research, and practice. In Creating and managing superior customer value (pp. 3-25). Emerald Group Publishing Limited. https://doi.org/10.1016/S1069-0964(08)14001-7
    67. Xin, G. (2021). Analysis of strategy to improve the quality of “the last kilometer” distribution service. Asian J. Educ. E-Learn, 9(10). https://doi.org/10.24203/ajeel.v9i1.6496
    68. Yasa, N., & Anak Agung Diah Tarama, D. (2021). role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management IT and Social Sciences. https://doi.org/10.21744/irjmis.v8n3.1786.
    69. Yu, Z., Yafen, Y., & Jiafu, S. (2023). Systematic investigation of the logistics service quality of cross-border e-commerce: a mixed-methods per-spective. Asia Pacific Journal of Marketing and Logistics, 36(3), 549-564. https://doi.org/10.1108/APJML-03-2023-0203.
    70. Zhang, X., Shi, X., & Pan, W. (2022). Big data logistics service supply chain innovation model based on artificial intelligence and blockchain. Mo-bile Information Systems, 2022(1), 4794190. https://doi.org/10.1155/2022/4794190.
    71. Zheng, L., Huawei, D., Liping, Z., Daji, E., & Fangyao, L. (2022). The main influencing factors of customer satisfaction and loyalty in city express delivery. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2022.1044032.
    72. Zhipeng, Q. (2023). Research on Service Quality of Network Freight Transportation Platforms. Journal of Intelligence and Knowledge Engineering, 1(3), 63-68. https://doi.org/10.62517/jike.202304309
    73. Zhong, J. (2024). The Influence of Block-Chain Technology in Chinese Smart Logistics. Highlights in Business, Economics and Management, 24, 59-64. https://doi.org/10.54097/k7w5k031
    74. Zaato, S. G., Zainol, N. R., Khan, S., Rehman, A. U., Faridi, M. R., & Khan, A. A. (2023). The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behavioral Sciences, 13(7), 563. Retrieved at https://doi.org/10.3390/bs13070563.

  • Downloads

  • How to Cite

    Li, X., Taiwan , A. ., & Maisak, R. . (2025). The Relationship between Customer Loyalty, Customer‎Satisfaction, Customer Perceived Value, and Service Quality of SF ‎Express in The Context of Artificial Intelligence. International Journal of Accounting and Economics Studies, 12(6), 764-773. https://doi.org/10.14419/j49pxb59