Aviation Logistics Service Quality (ALSQ) Model in Malaysia: Literature Review and Conceptual Model

It is well understood that competitive advantage within logistics and distribution within supply chain are driven by value adding aspect of logistics service quality (LSQ). The purpose of this study is to develop aviation logistics service quality model in Malaysia. Both operational LSQ and relational LSQ will be explored. The outcome of ALSQ to both shipper and logistics provider will also be examined. The model develop will be empirically tested using mixed method. The item gathered from literature review will be confirm through interview with the industry before face validity is completed. The main survey will be completed through mail survey to both providers and shippers. This paper is amongst the pioneer that combines LSP literature and LSQ to better understand the LSQ in particular context namely aviation. Our results will extend LSP and LSQ literature with the emphasis on the operational and relational LSQ parameters and it affect to both provider and shipper in Eastern perspective. The findings will also suggest attention on developing and differentiated value proposition that focuses on customer's experiences.