TY - JOUR AU - จันทรประวัติ, ศิวานนท์ AU - ณ ป้อมเพ็ชร์, กุลกัญญา PY - 2019/06/28 Y2 - 2024/03/29 TI - SERVICE QUALITY SASTISFACTION IN PARCEL TRANSPORTATION SERVICE OF THAILAND POST AFFECTING ON ROYALTY BEHAVIOR OF ONLINE SELLING BUSINESS IN CENTRAL REGION JF - Journal of KMITL Business school JA - J Admin Manag VL - 9 IS - 1 SE - Research Article DO - UR - https://so02.tci-thaijo.org/index.php/fam/article/view/214993 SP - 59-79 AB - <p>The purposes of this research are to study the service quality satisfaction in parcel transportation service of Thailand post affecting on royalty behavior of online selling business in central region. This research is studied by the questionnaire that used to collect samples of 400 online selling business entrepreneurs in central region. The data were analyzed by descriptive statistics and multiple regression analysis. After analyze the results showed that most of the online selling business entrepreneurs in central region are female. They are 30-40 years old and work in shipper position. Most of them are invest in clothes and accessories business. Most of their customers are ordinary people. Most of their work place and post offices branches that these entrepreneurs often use the service are in Bangkok and the nearby provinces. They are delivery parcel by Thai Post more than once a week. The most popular postal services that they are often use are registered and express mail services. And after analyze the satisfaction level and behavioral royalty level. The result showed that the overview satisfaction level of service quality was moderate. And the behavioral royalty level was high in the intention to revisit factor and the level was moderate in word of mouth factor. When analyze the service quality satisfaction of parcel transportation service of Thailand post that effect on royalty behavior of online selling business in central region by the multiple regression analysis, the result showed that the satisfaction of the service quality of Thailand post in tangible factor and responsiveness factor made a significantly positive affect on the behavioral royalty of online selling business in central region at the significant level of 0.05 and 0.01 respectively.</p> ER -