Factors influencing the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province
Keywords:
Service Marketing Mix, Service Quality, Decision MakingAbstract
This research aims to 1) study personal factors affecting the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province, 2) study marketing mix factors affecting the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province, and 3) study service quality factors affecting the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province. The sample group used in this research was 385 parcel delivery service users of Flash Express Co., Ltd. in Surin Province. The statistics used for analysis were percentage, frequency, mean, and standard deviation. Hypotheses were tested using t-test, One-way ANOVA, and Multiple Regression.
The research results found that personal factors such as gender, age, education level, and average monthly income did not affect the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province. The result of the analysis of marketing mix factors affecting the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province found that the factor that had the most influence on the decision to use the service was price, followed by marketing promotion, physical characteristics, products, and distribution channels, with statistical significance at 0.05 percent. The result of the analysis of service quality factors affecting the decision to use the parcel delivery service of Flash Express Co., Ltd. in Surin Province found that the factor that had the most influence on the decision to use the service was responsiveness to customers, followed by knowing and understanding customers, trustworthiness, and concreteness of the service, with statistical significance at .05. The researcher believed that most users of Flash Express Co., Ltd. in Surin Province value fast service and guaranteed delivery time, as well as trustworthiness in the organization. Therefore, the organization should consistently establish service standards for the organization to be trustworthy and build confidence in customers when deciding to use the service in the future.
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