Factors Influencing the Decision to Choose a Delivery Services Provider during the COVID-19 Pandemic for Online Businesses in Phra Nakhon Si Ayutthaya
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Abstract
This research aimed to 1) study the factors influencing the decision to choose delivery services during the COVID-19 pandemic, and 2) study guidelines for solving and improving delivery services for online business stakeholders during the COVID-19 in Phra Nakhon Si Ayutthaya. The study employed a mixed-method research approach. Data were collected by using a questionnaire with 400 online business owners and in-depth interviews with 12 interviewees. The data were analyzed by using the principles of summary analysis. The statistical data analyses included mean, standard deviation, and stepwise multiple regression analysis. The results of the study revealed that factors that significantly influenced the decision to choose delivery services during the COVID-19 pandemic for online businesses in Phra Nakhon Si Ayutthaya province were reliability (β = 0.348), followed by empathy
(i.e. customer familiarity and understanding) (β =0.165), and responsiveness (β = 0.061) (p<0.05). The coefficient of determination ( ) was 0.566. In terms of service improvement during the COVID-19 pandemic, the researchers proposed the CHAMPS framework, consisting of 1) Chatbot: the use of automated chatbot system; 2) History: risk management through data tracing analysis; 3) Administration system; 4) Manual: operational guidelines; 5) Privacy: user data protection; and 6) Satisfaction evaluation. This framework can effectively improve the service quality for delivery service providers.
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