The Influence of Service Marketing Mix and Perceived Service Quality on the Decision to Use Parcel Delivery Services by Online Entrepreneurs: A Case Study of the Thai–Cambodian Border Trade Zone in Sa Kaeo Province
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Abstract
This research examines the impact of the service marketing mix and perceived service quality on online traders' decision-making to use parcel delivery services for the trading zone along the Thai-Cambodian border in Sa Kaeo Province. This quantitative study involves 400 online traders from the Rongkluea Market in Sa Kaeo Province, chosen using non-probability purposive sampling. We used a questionnaire as the research instrument. The statistical techniques employed for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that the service marketing mix significantly impacted the decision to use parcel delivery services, including the place (β = 0.124, p = 0.019), promotion
(β = 0.314, p = 0.000), people (β = 0.108, p = 0.023), physical evidence (β = 0.238, p = 0.000), and processes (β = 0.248, p = 0.000). Additionally, perceived service quality impacts decision-making, encompassing criteria such as tangibility (β = 0.243, p = 0.010). reliability (β = 0.188, p = 0.021), assurance (β = 00.319, p = .000), and empathy (β = 0.346, p = 0.000).
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