Rojniruttikul, Nuttawut

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Rojniruttikul, Nuttawut
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nuttawut.ro@kmitl.ac.th

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    Item type:Publication,
    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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    Factors Influencing the Adoption of Online-to-Offline E-commerce Models by Rural Residents in Shanghai Gaohang Town
    (2025-01-01)
    Yang, Jie
    ;
    Rojniruttikul, Nuttawut
    This study examines the factors influencing the adoption of Online-to-Offline (O2O) e-commerce in Gaohang Town through a multiple linear regression analysis. Data was collected from a sample of 385 respondents using convenience sampling and a survey with a structured questionnaire. The results reveal that education, online platform experience, logistics services, and after-sales service are significant predictors of O2O e-commerce adoption. Education (B = 0.084, Beta = 0.097, p = .000), online platform experience (B = 0.158, Beta = 0.160, p = .001), logistics services (B = 0.296, Beta = 0.301, p = .000), and after-sales service (B = 0.304, Beta = 0.296, p = .000) all positively influence adoption rates. The mediating effect analysis indicates that online platform experience mediates the relationships between logistics services and after-sales services and O2O e-commerce adoption, with estimates of 0.061 and 0.079, respectively (p < .01). The model explains 78.8% of the variance in adoption (R-square = 0.788), confirming its robustness. The findings suggest that improving user interface design, logistics operations, and after-sales support, along with increasing digital literacy, can significantly boost O2O e-commerce adoption. This study contributes to the theoretical understanding of O2O e-commerce adoption and offers practical implications for businesses and policymakers. Future research directions include longitudinal studies, exploring emerging technologies, behavioral and psychological factors, cross-cultural comparisons, and the impact of policy and regulation.