The Impact of service quality on the decision to use Cold Chain Logistics services by consumers in Bangkok Metropolitan Region
Keywords:
Service Quality, Decision to use, Cold Chain Logistics Service, ConsumersAbstract
The research aims to study 1) Demographic factors affecting the decision to use a service. 2) Service quality affecting the decision to use a service. The sample used in the research consists of 385 consumers who use Cold Chain Logistics Service in the Bangkok Metropolitan Region. Data was collected using questionnaires and analyzed using descriptive statistics and multiple regression in Enter method.
The results showed the most of respondents were Female age between 33-37 years old, works as Employees and had an average monthly income 25,001-50,000 in Thai Baht. Consumers primarily chose Thailand Post Company Limited of Cold Chain Logistics Service, with a frequency of 3-4 shipments per week, utilizing “pack and send” services, mainly transporting agricultural products. Consumers expressed the highest level of satisfaction with the overall service quality (=4.52). Demographic variables have a statistically significant negative effect on the decision to use the service at a level of 0.01 in age and occupation, The service quality dimensions had a statistically significant positive effect on the decision to use the service at a level of 0.05 in reliability and empathy. Simultaneously, one factor had a statistically significant negative effect at a level of 0.01 in tangibles.
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