Influence of service quality, price fairness and reputation of courier service providers on satisfaction and repeat service intention of consumers in Bangkok

Abstract

          This research aimed to study the influence of service quality, price fairness, and reputation of courier service providers on satisfaction and on repeat service intention of consumers in Bangkok. Research population were Bangkok consumers who had used courier service. Convenience sampling was applied to select 400 samples, and a questionnaire having been proven both validity and reliability, with Cronbach reliability alpha ranged 0.83-0.98, was used as the tool in collecting data. Descriptive statistics and multiple regression analysis (MRA) were utilized in data analyses and hypothesis testing at 0.05 significance level. The results find that the majority of respondents are women, aged 20-29 with bachelor's degree, working in private companies and earning average monthly personal income ranged 20,001-30,000 baht. The results of hypothesis testing indicate that (1) empathy and responsiveness dimensions of service quality, price fairness and reputation of courier service providers have positive effects on customer satisfaction. All independent variables mutually explain 68.40 percent of the variance of customer satisfaction, and reputation has the highest positive impact on satisfaction, (2) tangible and responsiveness dimensions of service quality, price fairness, reputation of courier service providers, and customer satisfaction have positive effects on repeat service intention of consumers. All independent variables mutually explain 63.30 percent of the variance of repeat service intention, and customer satisfaction has the highest positive impact on repeat service intention.