The Impact of Service Quality Model on Intention to Repeat Service Among Customers of Thailand Post Company Limited in Maha Sarakham Province

Abstract

The purpose of this research 1. to study the service quality of Thailand Post Company Limited in Maha Sarakham Province from the customers' perspective 2. to study the intention to use the services of customers of Thailand Post Company Limited in Maha Sarakham Province and 3. to examine the impact of the service quality model on customers’ intention to reuse the services of Thailand Post Company Limited in Maha Sarakham Province. This study employed a quantitative research design. The research instrument was a questionnaire. The sample consisted of 385 customers who used the services of Thailand Post Company Limited in Maha Sarakham Province. The sample size was determined using the population sample size calculation formula proposed by W.G. Cochran (1953). The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation. In addition, multiple correlation analysis and stepwise multiple regression analysis were conducted. The results reveal that 1) Customers of Thailand Post Company Limited in Maha Sarakham Province perceived the overall service quality at the highest level (x̅= 4.53, S.D.=0.65). This included the dimensions of assurance, tangibles, reliability, and responsiveness, while empathy was rated at a high level 2) Customers of Thailand Post Company Limited in Maha Sarakham Province expressed their overall repurchase intention at the highest level (x̅= 4.61, S.D.=0.59) and 3) Service Quality comprising responsiveness, assurance, empathy, and tangibles has a positive impact on repurchase intention. furthermore, the correlation analysis reveals that all dimensions of service quality, including tangibles, responsiveness, reliability, empathy and assurance, have a strong positive correlation with overall repurchase intention at a statistical significance level of .05.