คุณภาพการบริการทางอิเล็กทรอนิกส์ ความพึงพอใจและการบอกต่อทางอิเล็กทรอนิกส์ที่มีอิทธิพลต่อการกลับมาใช้บริการซ้ำของผู้ใช้บริการธุรกิจขนส่งเอกชนภาคเหนือตอนบนของประเทศไทย

Kaschanan  Lertpongsin; Phoom  Srisook; Rapeepan  Sopakul

Authors

Kaschanan Lertpongsin Lampang Inter-Tech College Muang District, Lampang Province 52100, Thailand
Phoom Srisook Lampang Inter-Tech College Muang District, Lampang Province 52100, Thailand
Rapeepan Sopakul Lampang Inter-Tech College Muang District, Lampang Province 52100, Thailand

Keywords:

e-service quality, electronic word-of-mouth (e-WOM), repurchase intention, private logistics business

Abstract

The objectives of this research were: 1) to study the significance of electronic service quality, satisfaction, electronic word-of-mouth, and repurchase intention among users of private transportation services; and 2) to examine the influence of electronic service quality, satisfaction, and electronic word-of-mouth on repurchase intention among users of private transportation businesses in the upper northern region of Thailand. The population consisted of users of private transportation businesses in the upper northern region of Thailand across nine provinces: Chiang Rai, Nan, Phayao, Chiang Mai, Mae Hong Son, Phrae,
Lampang, Lamphun, and Uttaradit, who had used the services at least once within the previous six months. This study employed a quantitative research approach. The sample group comprised 400 respondents selected through purposive sampling. The research instrument used for data collection was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, and standard deviation, while inferential statistics were analyzed using Structural Equation Modeling (SEM). The findings revealed that all factors were rated at a high level of importance. The model demonstrated a good fit with the empirical data, with the following indices: X²/df = .919, GFI = .941, AGFI = .926, CFI = 1.000, NFI = .938, and RMSEA = .000.
Furthermore, quality of electronic service has had a positive influence on satisfaction. Electronic service quality also positively influenced electronic word-of-mouth. However, electronic service quality had a negative influence on repurchase intention. Satisfaction positively influenced repurchase intention. In addition, electronic word-of-mouth positively influenced repurchase intention with the significance level. This study can serve as a guideline for private transportation business operators to continuously improve the quality of electronic services in order to create positive experiences for customers and increase the likelihood of repeat service usage.

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