THE CAUSAL FACTORS OF LOGISTICS SERVICE QUALITY AFFECT THE INTENTION TO COMPLY WITH PERSONAL DATA PROTECTION REGULATIONS AMONG SMALL AND MEDIUM-SIZED LOGISTICS SERVICE PROVIDERS IN THAILAND

Abstract

This research article aims to examine the causal factors affecting the quality of logistics services, analyze the influence of customer satisfaction on compliance intention, and propose strategies for enhancing logistics service personnel capabilities. A mixed-methods research approach was employed. The sample consisted of 400 participants, including executives, supervisors, and relevant staff. The key informants included 30 senior executives, supervisors, and responsible personnel, selected via purposive sampling. Research instruments included questionnaires and semi-structured interviews. Data collection methods included surveys, in-depth semi-structured interviews, and focus group discussions. Statistical analysis involved calculating means, standard deviations, and using LISREL for structural equation modeling, along with thematic and content analysis. The key findings of the study are as 1) The causal factors affecting logistics service quality were rated highly overall, with the variable (SP) receiving the highest mean score, while (OP) had the lowest. 2) Confirmatory factor analysis confirmed a high level of data fairness. 3) Fairness in customer data management and customer satisfaction had a direct impact on compliance intention among logistics service providers. The proposed strategies for enhancing logistics service personnel capabilities include 1) Developing personnel skills in data management, 2) Strengthening transparency and communication with customers, 3) Improving data security systems, 4) Establishing systematic data management guidelines, and 5) Promoting the adoption of international standards in data management.