International Journal of Social Science Research (IJSSR)

The Effect of Service Quality on Customer Satisfaction in Afghan Post: An Empirical Study Using the SERVQUAL Model

Service quality has become an important factor in improving performance and customer satisfaction in public service organizations. Customer satisfaction is widely used to evaluate how well public organizations meet user expectations for efficient, reliable, and customer-oriented service delivery. This study investigates the effect of service quality on customer satisfaction in Afghan Post by applying the SERVQUAL model as a theoretical framework. Specifically, it examines the influence of five service quality dimensions: tangibility, reliability, responsiveness, assurance, and empathy on customer satisfaction. A quantitative approach was used and data were collected through structured questionnaires from Afghan Post customers in Kabul and selected central provinces. The collected data were analyzed using statistical techniques such as correlation and regression analysis to determine the relationship between service quality dimensions and customer satisfaction. The results show that service quality is positively associated with customer satisfaction. Among the five dimensions, responsiveness and empathy have the strongest impact, highlighting the importance of timely service and personal attention. Furthermore, reliability, assurance, and tangibility also show significant positive relationships with customer satisfaction by improving trust, service consistency, and customers’ overall perceptions of service quality. The study concludes that improving service quality can enhance customer satisfaction and improve organizational performance at Afghan Post. It recommends investing in employee training, improving operational processes, and adopting modern technologies, such as digital tracking systems, to enhance service efficiency and meet customer expectations. The findings offer valuable implications for postal service managers and policymakers seeking to improve public service delivery in Afghanistan.