The Effects of Technological Adaptation on Customer Loyalty of Freight Forwarder Companies in Thailand
Article Sidebar
Main Article Content
Abstract
This research article aims to study (1) To study the impact of technological adaptation on service quality, innovation and customer satisfaction. (2) To study the impact of innovation on service quality and customer satisfaction. (3) To study the impact of service quality on customer satisfaction and loyalty. (4) To study the impact of customer satisfaction on customer loyalty. This research is a mixed-method research, consisting of both quantitative and qualitative research. qualitative data were collected using the technique of interview with twelve managing directors, managers, and personnel of freight forwarder companies. Quantitative data were collected through questionnaires from 526 operational-level employees. The quantitative data were analyzed using structural equation modeling (SEM) with specialized computer software. The qualitative research data were analyzed using content analysis.
Findings are as follows: Technological adaptation positively affected innovation and service quality. However, it did not affect at the statistically significant level on customer satisfaction. Innovation positively affected service quality and customer satisfaction. Service quality positively affected customer satisfaction and customer loyalty. Customer satisfaction positively affected customer loyalty, respectively. Research value: Executives of firms serving as intermediaries for import and export operations in Thailand can leverage the findings of this study to systematically elevate service quality, ensuring alignment with their strategic business imperatives and market demands.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
References
Barak, M., Watted, A., & Haick, H. (2020). Establishing the validity and reliability of a modified tool for assessing innovative thinking of engineering students. Assessment & Evaluation in Higher Education, 45(2), 212-223.
Chaudhary, M. K., Ghimire, D. M., Dhungana, M., Chaudhary, R. K., Adhikari, M., & Thapa, S. (2025). Service innovation in telecommunication: The path to customer loyalty through enhanced customer satisfaction. Innovative Marketing, 21(1), 37-49.
Chen, C. C., & Chen, P. H. (2023). The effects of service innovation and service quality on customer satisfaction: A case of residential security service. Modern Economy, 14(5), 629-648.
Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology press.
Das, S., Kundu, A., & Bhattacharya, A. (2020). Technology adaptation and survival of SMEs: A longitudinal study of developing countries. Technology Innovation Management Review, 10(6), 64-72.
Digital Economy Promotion Agency. (2018). Strategic plan of the digital economy promotion agency, 4-year period (2018-2021). Retrieved from https://www.depa.or.th/storage/app/media/file/20180901-4-v11.pdf [In Thai]
Drucker, P. (1985). Innovation and entrepreneurship: Practices and principles. Harper & Row.
Gil-Saura, I., Berenguer-Contri, G., & Ruiz-Molina, E. (2018). Satisfaction and loyalty in B2B relationships in the freight forwarding industry: Adding perceived value and service quality into equation. Transport, 33(5), 1184-1195.
Hu, F., & Lee, K. (2025). The impact of perceived usefulness, ease of use, trust, and usage attitude on the intention to maintain engagement in AR/VR sports: An exploration of the technology acceptance framework. Journal of Asian Scientific Research, 15(1), 1-10.
Jeambua, K., & Pooripakdee, S. (2020). The influencing of service quality towards customer loyalty: Case study of express shipping logistics service provider in Thailand. Management Sciences Valaya Alongkorn Review, 1(2), 35-40. [In Thai]
Khan, S. A., Devi, T. P., Antony, T., Ligori, A., & Saleem, M. (2020). Customer satisfaction and customer loyalty in online shopping: A study on university students of Bhutan. Delhi Business Review, 21(2), 11-22.
Koay, K. Y., Cheah, C. W., & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: A combination of PLS-SEM and NCA approaches. British Food Journal, 124(12), 4516-4532.
Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Prentice-Hall.
Krishnan, R., Perumal, E., Govindaraj, M., & Kandasamy, L. (2024). Enhancing logistics operations through technological advancements for superior service efficiency. In Innovative Technologies for Increasing Service Productivity (pp. 61-82). IGI Global.
Lam, N. Q., & Nguyen, T. K. (2025). Research on consumer buying behavior when watching livestreams on digital technology platforms in Vietnam. Deleted Journal, 2025(1), 728-744.
Li, Z., Li, H., & Wang, S. (2022). How multidimensional digital empowerment affects technology innovation performance: The moderating effect of adaptability to technology embedding. Sustainability, 14(23), 1-27.
Loh, H. S., Lee, J. L., Gu, Y., Chen, H. S., & Tay, H. L. (2024). The effects of digital platforms on customers’ satisfaction in international shipping business. Review of International Business and Strategy, 34(2), 231-244.
Ortega, S., & Gevero, R. D. (2024). Service reputation and customer loyalty in Ocean Freight Forwarders: An Exporters’ Perspective in Mindanao Regions, 1(1), 1-10.
Office of the National Economic and Social Development Council. (2017). Strategic plan for the development of Thailand's logistics system, 3rd edition (2017-2021). Retrieved from https://www.nesdc.go.th/download/document/logistic/plan3.pdf [In Thai]
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
Praba, H., & Mashudi, M. (2024). The effect of service quality, cargo handling rates, and infrastructure facilities on customer satisfaction in aircraft cargo expedition services Pt Angkasa Pura Logistik Yogyakarta. Jurnal Multidisiplin Indonesia, 3(7), 22-35.
Pongpitak, V. (2018). Influence of satisfaction with brand equity, satisfaction with service quality, brand association, and brand loyalty of international fashion brands. Master’s Thesis of Business Administration. Graduate School, Bangkok University. [In Thai]
Prasithburirak, P., & Lauhametanee, W. (2022). Causal relationship among professional interpersonal relationship skills, technological adaptation competency, and goal achievement efficiency of chief financial officers of companies listed in the Stock Exchange of Thailand. Journal of Modern Management Science, 15(1), 1-16. [In Thai]
Rachmi, I., Setiawan, E. B., Pahala, Y., Veronica, V., & Setiawan, F. T. (2024). Customer service and delivery service quality of delivery service companies. Jurnal Manajemen Transportasi & Logistik (JMTRANSLOG), 11(2), 153-160.
Rubel, M. R. B., Kee, D. M. H., & Rimi, N. N. (2023). Promoting technology innovation performance through high involvement HRM, technology adaptation and innovativeness. Business Process Management Journal, 29(5), 1277-1302.
Tirakanant, S. (2014). Research methodology in social sciences: A practical approach (12th ed.). Chulalongkorn University Press. [In Thai]
Zhang, Z. (2024). Impact of digital transformation on global services trade flows. Applied Mathematics and Nonlinear Sciences, 9(1), 1-15.
