Service Quality and Brand Image Factors Affecting Service Decision Process of Parcel Delivery Service in the Upper Southern Part of Thailand

Abstract

This research was objective for 1) study the quality level of customer service related to using parcel delivery companies in Thailand’s upper southern region 2) To analyze the brand image factors of parcel delivery companies used by customers in the Upper Southern of Thailand. and 3) To investigate the factors affecting the decision-making process in choosing parcel delivery services among customers in the Upper Southern of Thailand. The sample consists of 400 individuals who have used parcel delivery services in the Upper Southern Region, including the provinces of Krabi, Chumphon, Nakhon Si Thammarat, Phang Nga, Phuket, Ranong, and Surat Thani. The research tool used is a questionnaire. The instrument used was a questionnaire. Data were analyzed using statistics, frequency, percentage, mean, standard deviation, factor analysis, and multiple regression analysis. The research found that 1) Overall service quality at the highest level. 2) The components of the brand image factors consisted of 2 components: (1) characteristics and characteristics of service providers and (2) benefits and value of service. 3) Factors affecting the decision-making process of choosing to use parcel delivery companies of service users in the upper southern region were: (1) Service quality, including confidence, concreteness, and understanding and recognition of needs, and (2) Brand image, including characteristics and characteristics of service providers and benefits and value of service providers, at a statistical significance level of 0.05, which could jointly predict the decision-making process of choosing to use parcel delivery companies of service users in the upper southern region at 74.60 percent.