FACTORS INFLUENCING SERVICE QUALITY OF LOGISTICS PROVIDERS IN THAILAND

Abstract

This quantitative research aimed to examine the factors influencing the service quality of logistics providers in Thailand by analyzing direct and indirect factors as well as causal relationships affecting customer satisfaction. The study focused on two major logistics service providers: Kerry Express and Flash Express. The research framework integrates the dimensions of service quality (SERVQUAL) and the marketing mix (5Ps). The Research data were collected through online questionnaires and analyzed using IBM SPSS and IBM AMOS 24 through structural equation modeling (SEM). The model indicated limited overall fit (χ²/df = 11.24, RMSEA = 0.143, CFI = 0.354, TLI = 0.272), yet several path coefficients were statistically significant. Service quality demonstrated a strong positive effect on customer satisfaction (β = 0.50), while the marketing mix also showed a moderate positive effect (β = 0.25).

            The research results revealed that cost, including both the price and the service fees, was identified as the most important factors driving customers to select a logistics provider. Consumers need the good value, timeliness and safety of goods during transit. In addition, trust, customer assurance, and tangibility were found to directly influence customer satisfaction, particularly in after-sale service, for instance, handling lost or damaged parcels promptly.

The study concludes that the service quality is an antecedent of customer satisfaction and represents an important area on which logistics services providers should focus to improve their business strategies and to achieve competitive advantage.