Logistics Service Quality Factors Affecting Consumers’ Decision to Use PunThai Coffee Services in Phra Nakhon Si Ayutthaya Province

Abstract

This article aimed to: (1) examine consumers' opinions toward logistics service quality and service usage decision, and (2) investigate the factors of logistics service quality affecting the service usage decision of PunThai Coffee customers in Phra Nakhon Si Ayutthaya Province. The study sought to extend knowledge on the application of the Logistics Service Quality (LSQ) concept in the context of PunThai Coffee shops. This research employed a quantitative approach. The sample consisted of 400 consumers who had previously used PunThai Coffee services in Phra Nakhon Si Ayutthaya Province, selected through convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Pearson's correlation coefficient, and Enter multiple regression analysis. The findings revealed that: (1) consumers' opinions toward logistics service quality and service usage decision were at a high level, with customer responsiveness receiving the highest mean score; and (2) logistics service quality factors jointly explained 58.10% of the variance in service usage decision (R² = 0.581, Adjusted R² = 0.573). The significant factors influencing service usage decision were service accuracy, service accessibility, service credibility, information communication, and customer responsiveness, whereas timeliness and the physical environment had no statistically significant effects. The findings suggest that consumers place greater importance on service process quality than on the physical environment. Therefore, coffee shop operators should prioritize improving service accuracy, followed by service accessibility, service credibility, information communication, and customer responsiveness to enhance service quality and strengthen competitive advantage.