1 Service Gaps and Customer Expectations in EV Battery Service Businesses in Upper Northern Thailand: Implications for Independent Service Centers and Circular Economy–Based Business Models

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Published: Jul 2, 2026
Keywords:
Electric Vehicles Service Quality Gap Modular Battery Repair Circular Economy Service Marketing Mix (8Ps)

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ณัฐณิชา วรรณโชติผาเวช
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EMERITUS PROFESSOR ANURAK PANYANUWAT, Ph.D.

Abstract

This study examines service gaps in electric vehicle (EV) battery service businesses in Upper Northern Thailand and proposes sustainable business model strategies for independent service providers. A mixed-methods approach was employed, utilizing questionnaires and open-ended questions. Quantitative data from 370 EV users were analyzed using descriptive statistics and paired-sample t-tests, while qualitative insights were evaluated via thematic analysis. The analytical framework integrates the 8Ps service marketing mix with the service expectation gap theory. The results indicate statistically significant gaps (p < .05) across most service dimensions, particularly in product reliability, pricing transparency, technical expertise, and service accessibility. Structural challenges include restrictive battery-replacement practices and limited service infrastructure in remote areas. The findings also reveal that peer-based knowledge sharing significantly influences consumer trust, while traditional marketing has minimal impact.


               The study proposes a decentralized “repair-first” model that incorporates modular battery repair and hub-and-spoke service networks aligned with circular economy principles. Policy implications highlight the need for public–private collaboration to support SME capability development in advanced diagnostics and regulatory reform regarding the "right to repair" for fair repair practices and fair market competition.

Article Details

Issue
Vol. 16 No. 1 (2569): Journal of Graduate Studies in Northern Rajabhat Universities Vol. 16 No. 1
Section
Research Articles
Author Biography

EMERITUS PROFESSOR ANURAK PANYANUWAT, Ph.D.

Emeritus Prof. Dr. Anurak Panyanuwat is a retired professor in Nonformal Education of the Faculty of Education, and Emeritus Professor in Man and Environmental Management of the Graduate School, Chiang Mai University, Thailand. Currently, he is working as an academic freelancer for Payap University, Chiang Mai Rajabhat University, and a Royally Appointed Councilor of Chiang Rai and Uttaradit Rajabhat University Councils, including the Academic Council of Mae Jo Unuversity. He was also an expert freelancer for UNESCO in Literacy, and Distance Education, and also an educational expert of UNICEF's project in Myanmar.

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