Investigation of Competitive Factors for Early Morning Delivery Service Operations Using Analytical Hierarchy Process

This study analyzes the performance factors from the consumer's point of view to strengthen the competitiveness of early-morning delivery companies. Through literature review and case analyses, the performance factors of early morning delivery services are derived in terms of product and service. The performance factors in the product aspect are product excellence, price efficiency, and product diversity, and the service aspect performance factors are after-sales service, product packaging, the company's eco-friendly image, and the company's social contribution image. Based on the consumer survey, we conducted an AHP analysis to analyze the importance, weight, and priorities of early morning delivery service performance factors. The analysis found that maintaining and improving the basic production factors is more important than improving the service factors. Through gender analysis, we reveal that women, the main consumers, consider affordable prices more important than high-quality products. In addition, customers under the age of thirty, who will be major future customers, consider improving after-sales service as the most crucial factor in choosing an early-morning delivery company. Therefore, it is necessary to have a fast and convenient after-sales service process.