Ranking Malaysian Domestic E-Logistics System Providers Using Fuzzy TOPSIS Based on E-Service Quality Criteria

The rapid expansion of e-commerce in Malaysia has intensified competition among domestic e-logistics providers, making the objective comparison of their e-service quality a pressing practical concern for sellers, consumers, and policymakers alike. While our earlier work established the relative importance of five e-service quality criteria, reliability, responsiveness, privacy and security, ease of use, and website design, using the Fuzzy Analytic Hierarchy Process (Fuzzy AHP), the question of how individual providers actually perform against those weighted criteria remained unanswered. This study addresses that gap by applying the Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) to rank four major Malaysian domestic e-logistics providers, namely DHL eCommerce, J&T Express, Ninja Van, and Shopee Express, against the previously derived criteria weights. Evaluations were obtained from ten top Shopee sellers in the Home Living category, who were purposively selected for their extensive transactional experience across all four providers. Their linguistic assessments were aggregated into a fuzzy decision matrix, normalised, weighted, and compared against fuzzy positive and negative ideal solutions to compute a closeness coefficient for each provider. The analysis confirms privacy and security (0.2472) and website design (0.2285) as the most influential criteria and produces a clear provider ranking in which DHL eCommerce achieves the highest closeness coefficient (0.895), followed by Ninja Van (0.601), J&T Express (0.586), and Shopee Express (0.105). The results reveal a notable gap between platform familiarity and perceived service quality, since Shopee Express, despite being the primary platform for all participating sellers, ranks last. By integrating expert-derived criteria weights with a distance-based ranking method, the study delivers an actionable, data-driven framework that helps logistics providers benchmark their performance, target the criteria that matter most, and identify priority areas for improvement within Malaysia’s digital economy.

E-Service Quality, E-Logistics, Fuzzy TOPSIS, Provider Ranking, Multi-Criteria Decision Making

1. Ainomugisha, E. (2022). Information technology adoption, supply chain integration and logistics performance: A case of logistics firms in Uganda (Doctoral thesis, Makerere University Business School). [Google Scholar] [Crossref]

2. Akıl, S., & Ungan, M. C. (2022). E-commerce logistics service quality: Customer satisfaction and loyalty. Journal of Electronic Commerce in Organizations (JECO), 20(1), 1–19. [Google Scholar] [Crossref]

3. Al-Hawary, S. I., & Al-Smeran, W. F. (2017). Impact of electronic service quality on customers’ satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 170–188. [Google Scholar] [Crossref]

4. Archetti, C., Peirano, L., & Speranza, M. G. (2022). Optimization in multimodal freight transportation problems: A survey. European Journal of Operational Research, 299(1), 1–20. https://doi.org/10.1016/j.ejor.2021.07.031 [Google Scholar] [Crossref]

5. Baber, H. (2019). E-SERVQUAL and its impact on the performance of Islamic banks in Malaysia. The Journal of Asian Finance, Economics and Business, 6(1), 169–175. https://doi.org/10.13106/jafeb.2019.vol6.no1.169 [Google Scholar] [Crossref]

6. Badi, I., & Pamucar, D. (2020). Supplier selection for steelmaking company by using combined Grey-MARCOS methods. Decision Making: Applications in Management and Engineering, 3(2), 37–48. [Google Scholar] [Crossref]

7. Badi, I., Shetwan, A., Abdulshahed, A., & Eltayeb, W. (2019). Evaluation of solid waste treatment methods in Libya by using the analytic hierarchy process. Decision Making: Applications in Management and Engineering, 2(2), 19–35. [Google Scholar] [Crossref]

8. Barrutia, J. M., & Gilsanz, A. (2009). E-service quality dimensions: A literature review and implications for future research. International Journal of Service Industry Management, 20(5), 502–526. [Google Scholar] [Crossref]

9. Chen, L., Dong, T., Nan, G., Xiao, Q., Xu, M., & Ming, J. (2023). Impact of the introduction of marketplace channel on e-tailer’s logistics service strategy. Managerial and Decision Economics, 44(5), 2835–2855. https://doi.org/10.1002/mde.3850 [Google Scholar] [Crossref]

10. Cheng, C. C., Chang, Y. Y., & Chen, C. T. (2021). Construction of a service quality scale for the online food delivery industry. International Journal of Hospitality Management, 95. [Google Scholar] [Crossref]

11. Chin, M. Y. (2023). Digital free trade zone in facilitating small medium enterprises for globalisation. Business and Economic Research, 13(2), 40–52. [Google Scholar] [Crossref]

12. Cox, J., & Dale, B. G. (2002). Key quality factors in Web site design and use: An examination. International Journal of Quality & Reliability Management, 19(7), 862–888. [Google Scholar] [Crossref]

13. Cristóbal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ). Managing Service Quality, 17(3), 317–336. [Google Scholar] [Crossref]

14. Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options. International Journal of Research in Marketing, 13(1), 29–51. [Google Scholar] [Crossref]

15. Dhingra, S., Gupta, S., & Bhatti, R. (2020). A study of relationship among service quality of e-commerce websites, customer satisfaction, and purchase intention. International Journal of E-Business Research, 6(3), 42–59. [Google Scholar] [Crossref]

16. Erwin, M. E., & Nugroho, S. (2016). Analisa kualitas jasa pelayanan internet banking Bank Bukopin. Industrial Engineering Online Journal, 4(1). [Google Scholar] [Crossref]

17. Faisal, A. S., Haque, R., Pang, A. K., Rahman, A., & Connie, G. (2020). The influence of e-service quality dimensions on customer satisfaction and purchase intention. Asian Journal of Technology & Management Research, 10(1), 1–22. [Google Scholar] [Crossref]

18. Fanny, M., Putri, E., et al. (2014). Pengaruh kualitas layanan elektronik (E-Servqual) terhadap kepuasan nasabah pengguna mobile banking. Telkom University. [Google Scholar] [Crossref]

19. Fassnacht, M., & Koese, I. (2006). Quality of electronic services: Conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19–37. [Google Scholar] [Crossref]

20. Field, J. M., Heim, G. R., & Sinha, K. K. (2004). Managing quality in the e-service system. Production and Operations Management, 13(4), 291–306. [Google Scholar] [Crossref]

21. Ganguly, R., & Singh, D. (2023). Explainable artificial intelligence for the prediction of diabetes management. International Journal of Advanced Computer Science and Applications (IJACSA), 14(7). [Google Scholar] [Crossref]

22. Goswami, S., & Sarma, M. K. (2019). Modelling customer delight in the hotel industry. Global Business Review, 20(2), 405–419. [Google Scholar] [Crossref]

23. Gratzer, M., Werthner, H., & Winiwarter, W. (2002). Electronic business in tourism: Trends and competitive advantage. [Google Scholar] [Crossref]

24. Guo, X., Gao, K., & Wang, S. (2022). Share or not share: The optimal logistics service strategy in a dual-channel e-commerce supply chain. Electronic Commerce Research, 1–47. [Google Scholar] [Crossref]

25. Harahap, A. Z. M. K., et al. (2023). Business process innovations for courier service sector: Case study in J&T Dungun. Journal of Tourism, Operations & Management (JTOM). [Google Scholar] [Crossref]

26. Hasan, Z., Mohammad Asri, M. F., Bashirun, S. N., & Mustakim, N. A. (2024). Re-visiting the E-SERVQUAL and expectancy disconfirmation theory. Information Management and Business Review, 16(3(I)S), 981–993. [Google Scholar] [Crossref]

27. Hemmati, N., et al. (2020). An integrated fuzzy-AHP and TOPSIS approach for maintenance policy selection. International Journal of Quality & Reliability Management, 37(9/10), 1275–1299. [Google Scholar] [Crossref]

28. Hongxiu, L., Yong, L., & Reima, S. (2009). A proposed scale for measuring e-service quality. International Journal of u- and e-Service, Science and Technology, 2(1), 1–18. [Google Scholar] [Crossref]

29. Hu, M., Chaudhry, P. E., & Chaudhry, S. S. (2022). Linking customized logistics service in online retailing with e-satisfaction and e-loyalty. International Journal of Engineering Business Management, 14. https://doi.org/10.1177/18479790221097528 [Google Scholar] [Crossref]

30. Hua, L., & Wu, Y. (2024). Strategic analysis of vertical integration in cross-border e-commerce logistics. Transportation Research Part E, 188, 103626. [Google Scholar] [Crossref]

31. Ilyas, S., & Rahmad, Y. (2022). MCDM techniques for evaluating website service quality. [Google Scholar] [Crossref]

32. Iraz, U., Yurdakul, A., & Zaim, S. (2020). An integrated fuzzy AHP and fuzzy VIKOR approach for personnel selection. Journal of Intelligent & Fuzzy Systems, 38(2), 2171–2184. [Google Scholar] [Crossref]

33. Jain, N. K., Gajjar, H., & Shah, B. J. (2021). Electronic logistics service quality and repurchase intention. Journal of Retailing and Consumer Services, 59, 102360. [Google Scholar] [Crossref]

34. Janda, S., Trocchia, P. J., & Gwinner, K. P. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412–431. [Google Scholar] [Crossref]

35. Javed, S., Md.Salamun, R., & Liu, B. I. N. (2018). Assessing the e-services of the banking sector by using e-Servqual model. Journal of Internet Banking and Commerce, 23(1), 1–12. [Google Scholar] [Crossref]

36. Kaur, B. (2023). E-service quality: Development and validation of the scale. SAGE. [Google Scholar] [Crossref]

37. Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The moderating role of website familiarity. Journal of Internet Commerce, 18(4), 369–394. https://doi.org/10.1080/15332861.2019.1668658 [Google Scholar] [Crossref]

38. Khan, M. A., Zubair, S. S., & Malik, M. (2019). An assessment of e-service quality, e-satisfaction, and e-loyalty. South Asian Journal of Business Studies, 8(3), 283–302. https://doi.org/10.1108/SAJBS-01-2019-0016 [Google Scholar] [Crossref]

39. Khatib, S. M., Lim, C. S., Wong, S. C., & Hong, K. Y. (2019). Factors of e-service quality among Malaysian millennial streaming service users. International Journal of Engineering and Management (IJEM), 13(1). [Google Scholar] [Crossref]

40. Long, M., & McMellon, C. (2004). Exploring the determinants of retail service quality on the Internet. Journal of Services Marketing, 18(1), 78–90. [Google Scholar] [Crossref]

41. Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & Reliability Management, 19(3), 246–258. [Google Scholar] [Crossref]

42. Makmor, M. F. M., Jamaluddin, Z., & Saad, M. (2023). Logistics best practices towards logistics performance in Malaysia. Advances in Economics, Business and Management Research, 225–238. https://doi.org/10.2991/978-2-494069-99-2_1 [Google Scholar] [Crossref]

43. Mamakou, X. J., Zaharias, P., & Milesi, M. (2023). Measuring customer satisfaction in electronic commerce. International Journal of Quality and Reliability Management. https://doi.org/10.1108/IJQRM-07-2021-0215 [Google Scholar] [Crossref]

44. Mat Ali, S. A., et al. (2023). Customer satisfaction with online shopping: Shopee. Universiti Teknologi MARA. [Google Scholar] [Crossref]

45. Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies. Journal of Marketing, 64(3), 50–64. [Google Scholar] [Crossref]

46. Mohd Khirzan Badzli A. Rahman, Abdul Kadir Othman, & Nurulhuda Amrin. (2018). The effects of e-service quality on users’ satisfaction: A case of e-Filing at LHDN. [Google Scholar] [Crossref]

47. Mohd Salleh, M. Z., et al. (2024). E-service quality dimensions using a modified SERVQUAL framework. [Google Scholar] [Crossref]

48. Mustakim, N., Hasan, Z., Sauid, M., Begum, Z. E., & Mokhtar, N. (2022). Factors affecting customer satisfaction on Shopee. HRMARS. [Google Scholar] [Crossref]

49. Mwatsika, C. (2016). Impact of ATM banking performance on customer satisfaction. International Journal of Business and Economics Research, 5(1). [Google Scholar] [Crossref]

50. Nabila, E. Y., et al. (2023). Determinants of repurchase intention. East African Scholars Journal of Economics, Business and Management, 6(1), 29–36. [Google Scholar] [Crossref]

51. Pandey, M., & Shukla, D. (2019). Evaluating the human performance factors of air traffic control using fuzzy MCDM. Journal of Air Transport Management, 81, 101708. [Google Scholar] [Crossref]

52. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. [Google Scholar] [Crossref]

53. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156 [Google Scholar] [Crossref]

54. Phan, C. A., & Nham, P. T. (2015). Impact of service quality on customer satisfaction of ATM service. Business: Theory and Practice, 16(3), 280–289. [Google Scholar] [Crossref]

55. Puiteng, C., Fam, S.-F., Choryuin, T., & Wahjono, S. I. (2025a). E-service quality and customer satisfaction: Insights and trends from a bibliometric analysis. International Journal of Academic Research in Business and Social Sciences, 15(2), 538–551. https://doi.org/10.6007/IJARBSS/v15-i2/24534 [Google Scholar] [Crossref]

56. Puiteng, C., Fam, S.-F., Choryuin, T., Chuan, Z.-L., & Shinyie, W. L. (2025b). A study to evaluate e-service quality in Malaysia’s domestic e-logistics system through Fuzzy AHP. International Journal of Academic Research in Business and Social Sciences. (Manuscript submitted for publication). [Google Scholar] [Crossref]

57. Rachmawati, D. Z., & Agus, A. A. (2020). E-service and logistics service quality in e-commerce: Shopee Indonesia. 3rd International Conference on Computer and Informatics Engineering. doi:10.1109/IC2IE50715.2020.9274597 [Google Scholar] [Crossref]

58. Rane, N., & Choudhary, S. P. (2023). Fuzzy AHP and Fuzzy TOPSIS as an effective MCDM method for subjective judgements in selection process. [Google Scholar] [Crossref]

59. Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty. TQM Journal, 32(6), 1443–1466. https://doi.org/10.1108/TQM-02-2020-0019 [Google Scholar] [Crossref]

60. Rosyid, M. I., Ariyanty, M., & Kusumahadi, K. (2019). Pengaruh E-Servqual dan kepuasan pengguna mobile banking terhadap loyalitas nasabah. E-Proceeding of Management, 6(3), 5557–5566. [Google Scholar] [Crossref]

61. Safi’i, I. (2018). Klasifikasi atribut pelayanan mobile banking dengan Kano model berdasarkan dimensi E-Servqual. Jurnal Sistem dan Manajemen Industri, 2(2), 77. https://doi.org/10.30656/jsmi.v2i2.696 [Google Scholar] [Crossref]

62. San, W. H., Von, W. Y., & Muhammad Imran Qureshi. (2020). The impact of e-service quality on customer satisfaction in Malaysia. Journal of Marketing and Information Systems, 3(1), 46–62. [Google Scholar] [Crossref]

63. Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality, 13(3), 233–246. [Google Scholar] [Crossref]

64. Sasono, I., et al. (2021). E-service quality and customer perceptions on online platforms. [Google Scholar] [Crossref]

65. Singh, A., & Prasher, A. (2019). Measuring healthcare service quality from patients’ perspective using Fuzzy AHP. Total Quality Management & Business Excellence, 30(3–4), 284–300. [Google Scholar] [Crossref]

66. Surjadjaja, H., Ghosh, S., & Antony, J. (2003). Determining and assessing the determinants of e-service operations. Managing Service Quality, 13(1), 39–53. [Google Scholar] [Crossref]

67. Tan, K. T., et al. (2018). E-service quality in internet retailing. International Journal of Quality & Reliability Management, 35(4), 825–840. [Google Scholar] [Crossref]

68. Tan, Y. K., et al. (2023). Exploring the relationship between online lesson design and student-perceived learning in polytechnics. Asian Journal of the Scholarship of Teaching and Learning, 13(1), 3177. [Google Scholar] [Crossref]

69. Trisnawati, O. M., & Fahmi, S. (2017). Pengaruh kualitas layanan elektronik terhadap kepuasan nasabah mobile banking. Jurnal Manajemen dan Bisnis Indonesia, 4(2), 174–184. https://doi.org/10.31843/jmbi.v4i2.116 [Google Scholar] [Crossref]

70. Wang, X., Kumar, V., Kumari, A., & Kuzmin, E. (2022). Impact of digital technology on supply chain efficiency. In Digital Transformation in Industry (pp. 347–371). Springer. https://doi.org/10.1007/978-3-030-94617-3_25 [Google Scholar] [Crossref]

71. Waruwu, H. (2021). The impact of e-service quality and satisfaction on customer loyalty. The Journal of Asian Finance, Economics and Business, 8(4), 465–473. https://doi.org/10.13106/jafeb.2021.vol8 [Google Scholar] [Crossref]

72. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring, and predicting e-tail quality. Journal of Retailing, 79(3), 183–198. [Google Scholar] [Crossref]

73. Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality. International Journal of Operations & Production Management, 24(11), 1149–1174. [Google Scholar] [Crossref]

74. Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47. [Google Scholar] [Crossref]

75. Zavareh, F. B., et al. (2012). E-service quality dimensions and their effects on e-customer satisfaction in internet banking services. Procedia - Social and Behavioral Sciences, 40, 441–445. https://doi.org/10.1016/j.sbspro.2012.03.213 [Google Scholar] [Crossref]

76. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through Web sites. Journal of the Academy of Marketing Science, 30(4), 362–375 [Google Scholar] [Crossref]

• Operational and Supply Chain Inefficiencies in Malaysian Service SMEs: A Case Study of Puncak Geliga Holidays Sdn Bhd
• Operational Factors Influencing Passenger Satisfaction at CAAP-Managed Airports
• Mapping Technological Frontiers in Construction Planning and Scheduling: A Bibliometric Review (2015-2025)
• Process Management Strategies on Organizational Performance of Manufacturing Firms in Asaba, Delta State