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Enhancing Customer Satisfaction in Logistics Services: A Case Study of SF Express Company
(2025-01-01)
Qiao, Honglei
;
Rojniruttikul, Nuttawut
Customer satisfaction plays a pivotal role in the logistics industry, directly impacting a company's reputation and success. In Thailand, SF Express Company strives to meet and exceed customer expectations through its logistics services. This study investigates the factors influencing customer satisfaction in the logistics services of SF Express in Thailand. A structured questionnaire was designed to collect data related to customer satisfaction. The survey encompassed various dimensions, including service quality, trust, pricing, remote assistance, and awareness of sustainability. Data was gathered from approximately 385 customers who had utilized SF Express's services. The multiple linear regression analysis indicated that service quality, trust, pricing, remote assistance, and awareness of sustainability significantly contribute to customer satisfaction. Notably, trust was found to mediate the relationship between service quality and customer satisfaction, highlighting its critical role in enhancing customer perceptions. With an associated R-square value of 0.339, the findings underscore the model's effectiveness in explaining the variance in customer satisfaction. This study offers significant insights into the logistics services provided by SF Express in Thailand, laying the groundwork for improving customer satisfaction. By targeting the identified factors, SF Express can further fortify its position as a customer-centric logistics provider, cultivating trust, loyalty, and sustainable partnerships. Moreover, the implications of this study extend beyond SF Express to encompass the broader logistics sector in Thailand. By addressing the identified factors, logistics companies across the industry can enhance their customer-centric approach, fostering trust, loyalty, and enduring collaborations.
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Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector
(2024-09-01)
Yang, Gu
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Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.
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The Mobile Payment Acceptance Model of Chinese Residents
(2021-06-23)
Chen, Shulan
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Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
The rapid development of the Internet in China has changed the modes of payment among the Chinese residents. Nowadays, the mobile payment users in China take up 60.93% of the Chinese population. However, there are still 416 million non-netizens in China. In the future, China's mobile payment market will seek further expansion. In addition, with the further development of digitalization and the circulation of the digital RMB, the Chinese mobile payment, which is represented by Alipay and WeChat Pay, will suffer from huge impacts. In this paper, based on the technology acceptance model, planned behavior theory, system security, trust, and demographics, a conceptual framework is established to analyze the acceptance of mobile payment in China and find out the determinants that affect the use of mobile payment. The outcome of this paper not only provides a theoretical framework for subsequent scholars to further study the determinants of Chinese residents' mobile payment, but also provides a theoretical basis for mobile payment operators to retain and expand the mobile payment market.
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The acceptance model of QR code payment systems in Thailand: A proposed model
(2020-01-01)
Witchutawon, Benjaporn
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Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
Technological developments have been playing an important role in the economic system of countries. In order to further propel the Thailand economic system, the government has a national e-payment master plan to support standardized e-payment systems conforming to existing technology. The QR code payment system is one of the national e-payment master plan which the government is trying to push to take Thailand into a cashless society. QR code payment system for citizens in Thailand is very new technology and yet does not have many users. Thus, the purpose of this research is to develop the conceptual framework on QR code payment system in Thailand to initially identify relevant factors which influence the intention to use it for making payments. The research framework has been developed by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with trust, perceived risk (PR) and personal innovativeness in information technology (PIIT). Finally, the contribution of this study provides potential factors that could affect the acceptance of QR code payment systems in Thailand.
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Factors influencing reuse intention of e-payment in Thailand: A case study of promptpay
(2020-01-01)
Ladkoom, Kobthong
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Thanasopon, Bundit
Thai e-commerce is growing rapidly in the past few years. The driving factors for the rapid growth arise from increased Internet and mobile phone use as well as improved e-payment and logistics. Thai government has come up with a national e-payment initiative called “PromptPay” with an aim to reduce the use of cash and catalyze the adoption of e-payment in Thailand. However, the use of e-payment in Thailand is still lagged behind other countires. The objective of this research is therefore to identify factors influencing reuse intension of e-payment in Thailand and their antecedents. For our preliminary study, we survey PromptPay 100 users in Bangkok and analyze the data using PLS-SEM technique. The results suggest that satisfaction and attitude positively impact reuse intention of PromptPay. In addition, perceived usefulness is found to be a driver of user satisfaction and positive attitude towards PromptPay, while positive confirmation affects satisfaction. However, trust is unexpectedly found to be insignificant to reuse intention of PromptPay. Our proposed conceptual model offers an alternative model studying e-payment adoption in other context, while our findings could help Thai government in planning their strategy for improving the diffusion rate of PromptPay in Thailand.
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The model of mobile payment system acceptance on social networks in Thailand: A conceptual framework
(2018-09-22)
Chaveesuk, Singha
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Wutthirong, Phayat
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Chaiyasoonthorn, Wornchanok
Mobile technologies and social media are rapidly increasing and initiating to provide interesting and beneficial new products or services. This technology has led to a significant revolution in modern trading systems towards more successful commercial formats. With these innovative technologies, mobile commerce or social commerce is used as successfully commercial formats to achieve their sales and profits. To gain attention in global, mobile payment (m-payment) has changed to become a key activity for digital economy. The m-payment system enables users to pay for goods or services. The Thai government policy promotes the use of mobile payment services. However, these m-payment services are now undergoing the adoption process. More and more consumers use their mobile applications however the new method of financial payment has had limited consumer interest. Adopting m-payment is relatively low compared to the adoption of recent forms of payments. Limited research has been undertaken to identify the factors affecting the use of the mobile payment in the new electronic environment. Drawing on the technology acceptance model, IS success model, and trust, this research is to develop a conceptual framework to analyze users’ acceptance of m-payment systems on social networks for identifying and explaining potential factors affecting intention to use and user satisfaction of m-payment, together with the mediating effect of usability towards the actual use of mobile payment on social networks.
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Community-based enterprise (CBE) export performance strategy: An analysis of Thailand’s entrepreneurial OTOP program
(2018-01-01)
Sitabutr, Vipada
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Deebhijarn, Samart
The concept of community-based enterprises operated by small entrepreneurial groups involved in export of locally manufactured and produced products has become a globally recognized way to relieve rural poverty and urban flight. However, the factors involved in export performance strategies are less defined and can vary significantly from country to country. Production capacity for export purposes is a great challenge for developing nations, which in turn influences the quality, service standard, and production scale. Also, customer satisfaction with goods and service act as critical components to export performance. It was, therefore, the intent of this study to identify the factors and their interrelationships in Thailand’s globally recognized “One-Tambon, One-Product” (OTOP) government-sponsored export program. The main research instrument, which measured the five latent variables and 26 observed variables was a questionnaire containing a 6-point unipolar scale to measure the opinions of the 500 exporter/manufacturer sample to the survey’s items. To access the measurement model, a confirmatory factor analysis (CFA) was employed using LISREL Version 9.1 prior to the use of a structural equation model (SEM) to analyze the 8-hypotheses model. Results supported similar studies in which it has been determined that product quality plays a key role in the export customer’s trust, which has a positive impact on distribution satisfaction. Top down management policies and pricing strategies, however, appear to be limiting factors to an OTOP exporter’s success. Finally, future focus should be given to Thai OTOP village cluster competitiveness, in which greater emphasis needs to be given to basic management training, leadership skills, product standardization, maintaining uniform output, understanding costs, and cash flows.
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S-commerce buying decision model for second-hand products in Thailand: A conceptual framework
(2018-01-01)
Auttaput, Tharinee
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Chiyasoonthorn, Wornchanok
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Chaveesuk, Singha
In Thailand, social commerce (s-commerce) is a new development in e-commerce that uses social media to empower customers to interact with sellers and other buyers on the Internet. The advancement of Web technology and social media platform gives rise to s-commerce which can act like a mechanism for businesses and customers to interact. S-commerce reestablished the social aspect of shopping in e-commerce. It especially increases the amount of social behavior in the online environment. In addition, the nature of the second-hand economy has changed significantly with the beginning of online technology, services, and platforms, i.e., the way second-hand product trade is implanted has changed by s-commerce. Inevitably, the related issues of social network marketing and trust between buyers and sellers have been also been a focus of attention for researchers in order to expand the current understanding of this phenomenon, especially regarding technological marketing and users' trust. Accordingly, the main objective of this study was to systematically review and develop a conceptual framework of s-commerce buying decision model for second-hand product trade in Thailand. This study theorizes the nature of social aspect of online s-commerce behavior. Researchers employ a set of digital marketing mix and a trust model for consumers' Internet shopping that could explain current online purchase behavior. Finally, this proposed model provides potential factors that affect the buying-decision behaviors of second-hand products through s-commerce in Thailand.
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Factors of s-commerce influencing trust & purchase intention
(2017-02-21)
Pothong, Chutada
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Sathitwiriyawong, Chanboon
This paper aims to study factors influencing trust and purchase intention on the Internet, develop model of trust and purchase intention by empirical data, and analyze path of antecedents influencing purchase intention. This study identifies the factors proposed in the existing social commerce constructs: Recommendation and referrals, rating and reviews, forums and communities, together with three additional important factors in online environments to get comprehensive results comprising security concerns, communication, and word of mouth. It has been found that the four investigated factors: Recommendation and referrals, rating and reviews, communication, and WOM, have positive effects on both trust and purchase intention. The rest of the investigated factors: forums and communities, and security concerns have positive effects specific to trust. The results also indicate that the more consumers trust an s-commerce, the more likely they are to exhibit purchase intention.
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Thai entrepreneur and community-based enterprises’ OTOP branded handicraft export performance: A SEM analysis
(2017-01-01)
Sitabutr, Vipada
;
Pimdee, Paitoon
Thailand’s One Tambon One Product (OTOP) branded handicraft and food export program is expected in 2016 to reach nearly US$3 billion, with products coming from approximately 6,000, five-star-ranked community-based and small–medium enterprises countrywide. This study therefore examined influences of perceived quality, perceived price, trust, and satisfaction on enterprise export performance using the OTOP product brand. Structural equation modeling used LISREL Version 9.1 to conduct a confirmatory factor analysis and test the hypothesized interrelationships on the variables’ effect on export performance. The vast majority of the entrepreneurs selected by simple random sampling either owned or worked in groups that had 50 or fewer employees, which represented 472 of the survey’s 500 respondents, or 94.4%. Additional results indicated a high and positive correlation between perceived quality, perceived price, trust and satisfaction, and export performance, with the most significant factor affecting export performance being customer satisfaction. In addition, perceived quality also has a positive and direct effect on trust as well as on the exporter’s customer satisfaction. Perceived price plays a role as well and has a direct and positive impact on both customer satisfaction and a customer’s trust of the exporter. Perceived quality also affects export performance in a direct and positive way with trust having a direct and positive impact on satisfaction.

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