The Influence of Marketing Mix on the Decision to Use Parcel Delivery Service of Thailand Post Company Limited in Samut Prakan Province.

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Published: Jun 27, 2026
Keywords:
Marketing Mix Factors Service Decision-Making Thailand Post

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Nuttapak Paluek
Master of Business Administration Thonburi University
Chatchai Laoketkarn
Faculty of Business Administration Thonburi University
Kanabuadee Yamchuti
Faculty of Business Administration Thonburi University

Abstract

This study aimed to (1) examine the marketing mix factors influencing users of parcel delivery services at Thailand Post, Bang Phli Branch, Samut Prakan Province, (2) investigate the decision-making process of users in selecting parcel delivery services, and (3) compare the marketing mix factors affecting users' decisions to select parcel delivery services at the branch. The sample included 400 customers who had previously used the parcel delivery services at Thailand Post, Bang Phli Branch, Samut Prakan Province, selected through purposive sampling. Data were collected through questionnaires. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis, along with multiple linear regression analysis.


The results of the study revealed that, (1) Overall, service users placed high importance on marketing mix factors when choosing to use Thailand Post’s services (equation= 4.37). The highest-rated factors were process (equation= 4.39), followed by distribution channels, sales promotion, and personnel (equation= 4.36), and price (= 4.45), product (equation= 4.31) respectively. (2) The decision-making level of service users regarding the use of Thailand Post’s parcel delivery services was also rated as high (equation= 4.36). The most influential aspects were brand image and credibility (equation= 4.53), recommendations from friends or acquaintances (equation= 4.46), and branch accessibility (equation= 4.35). Price (equation= 4.27) and service coverage (equation= 4.10) were ranked lower but still remained at a high level. (3) Factors that significantly influenced the decision to use Thailand Post’s services were price (B = 0.513, p < 0.001) and distribution channels (B = 0.446, p < 0.001), with price being the most influential variable. Meanwhile, other factors, including product, sales promotion, personnel, process, and physical characteristics, were found to have no statistically significant effect (p > 0.05).

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How to Cite
Paluek, N., Laoketkarn, C., & Yamchuti, K. (2026). The Influence of Marketing Mix on the Decision to Use Parcel Delivery Service of Thailand Post Company Limited in Samut Prakan Province. RMUTL Journal of Business Administration and Liberal Arts, 14(1), 37–48. retrieved from https://so05.tci-thaijo.org/index.php/balajhss/article/view/281219
Issue
Vol. 14 No. 1 (2026): Vol 14 No 1 (2026) January - June 2026
Section
Research article
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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