Causal relationships of digital marketing that affect the operations of medium-sized logistics businesses in Thailand

Abstract

This study aimed to: (1) examine the characteristics of entrepreneurs, service quality, digital marketing, management, and market sustainability capabilities that influence the performance of medium-sized logistics businesses in Thailand; (2) analyze the influence of those factors on business performance; and (3) propose digital marketing strategies that enhance performance in this sector. A mixed-methods approach was employed. The quantitative phase involved a sample of 420 entrepreneurs from medium-sized logistics businesses in Thailand. Stratified sampling ensured appropriate representation, and data were analyzed using structural equation modeling (SEM), including descriptive statistics and model fit assessments. The qualitative phase involved in-depth interviews with nine key informants, including representatives from government agencies, logistics business operators, and academics specializing in transport marketing, using structured interviews and content analysis. Results showed that most respondents were 51–60 years old, held a bachelor’s degree, worked as transport managers, had 7–9 years of experience, and earned a monthly income between 30,001–40,000 Baht. Respondents expressed a high level of agreement on all variables, emphasizing the importance of entrepreneurial leadership in the digital age and the integration of technology into management. SEM results indicated that entrepreneurial characteristics (β = 0.45), service quality (β = 0.29), and digital marketing (β = 0.35) had direct positive effects on management. In turn, management had a strong direct effect on market sustainability (β = 0.93). Furthermore, management (β = 0.67) and market sustainability (β = 0.35) had direct influences on the business performance of medium-sized logistics firms in Thailand.