ปัจจัยด้านคุณภาพ ความคุ้มค่าของการใช้บริการ และการบริหารลูกค้าสัมพันธ์ ที่ส่งผลต่อพฤติกรรมการเลือกใช้บริการขนส่งพัสดุของ ผู้ประกอบการ Social Commerce ในประเทศไทย

Abstract

Nowadays, online shopping is very popular. Hence, entrepreneurs increasingly turn to selling products and services via online media called Social Commerce, resulting in continuous growth in the parcel delivery business and highly competitive. To motivate consumers to use more parcel delivery services, the providers have to offer in terms of service quality, price, as well as creating an impression on users in order to maintain their customers. The aims of this study are 1) to examine the factors of business fundamental, factors of quality, perceived value of service, factors of customer relationship management and social commerce entrepreneurs’ behavior of choosing parcel delivery services; 2) to explore the relationship between factors fundamental to running a business and social commerce entrepreneurs’ behavior of choosing parcel delivery services providers; and 3) to investigate the perceived service quality and value factors, customer relationship management factors affecting social commerce entrepreneurs’ behavior of choosing parcel delivery service in terms of repurchase and referrals. In this research, we focused on the social-commerce entrepreneur segment and conducted field experiments that using quantitative method. Both descriptive and inferential statistical tests were carried out in this study. First, the simple statistical test (i.e. the frequencies, percentages, means and stand division) was intended to describe. Second, the inferential statistical test (i.e. the chi-square, correlation and regression) was used to testing hypotheses to draw conclusions about populations. The result of the study showed that business fundamental factors in types, size and income of businesses were correlated with the choice behavior on delivery service providers in Social-Commerce entrepreneurs, aspect of frequency of using the service and delivery service providers that were selected. The factors of quality, perceived value of service affected the choice behavior on delivery service providers and could predict repurchase and referrals behavior 15.60% (r2=0.156) and 17.30% (r2=0.173) and the factors of customer relationship management affected the choice behavior on delivery service providers and could predict repurchase and referrals behavior 12.70% (r2=0.127) and 12.60% (r2=0.126) were statistically significant.