STRATEGIES FOR ENHANCING THE COMPETITIVE ADVANTAGE OF PRIVATE PARCEL DELIVERY SERVICE PROVIDERS IN THAILAND
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Abstract
The objectives of this study are threefold: 1) to examine the degree of competitive advantage among parcel delivery service providers and its implications for enhancing service provider potential; 2) to investigate the interrelationships among logistics service competency (LSC), innovation (INV), and service provider potential (SPP) as determinants of competitive advantage (CPA); and 3) to propose strategic directions for strengthening the competitive advantage of parcel delivery service providers in Thailand. A mixed-methods approach was employed. The quantitative component utilized structural equation modeling (SEM), while the qualitative component complemented the findings through in-depth insights. The study population consisted of 6,772 parcel delivery service providers in Thailand, from which 435 participants were selected using random sampling. The sample size was determined based on the criteria proposed by Chamnaeksan (2020). The research instruments comprised: 1) quantitative data collection and analysis through exploratory factor analysis and SEM, conducted between July 2024 and February 2025; and 2) qualitative inquiry using content analysis and in-depth interviews with 17 experts whose knowledge and experience aligned with the research framework (Creswell, 2013; Napatsanan et al., 2019).
The findings indicated that:
1. Private parcel delivery service providers in Thailand demonstrated a high level of competitive advantage, as evidenced by the model’s goodness-of-fit indices (= 768, df = 42, p-value = .090 ,
/df = 1.304, RMSEA = .026, RMR = .015, GFI = .985, AGFI = .947, CFI = .999). The capability of predicting competitive advantage was at 94.60 percent.
2. The results of the structural equation modeling (SEM) analysis indicated that innovation (INV) exerted a direct influence on competitive advantage (CPA), with a path coefficient of .876, which was statistically significant at the .05 level.
3. Strategic insights derived from expert analyses underscored that the enhancement of competitive advantage should be principally anchored in innovation development, accompanied by the continuous advancement of logistics service competency and the systematic cultivation of human resource capabilities in order to augment organizational agility, operational speed, and service efficiency. Collectively, these findings advanced scholarly understanding of the multidimensional determinants of competitive advantage among parcel delivery service providers, contributed to the enrichment of organizational capacity within the sector, and yielded practical implications for policymakers and practitioners aiming to effectively reinforce the competitiveness and sustainability of the logistics industry in Thailand.
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References
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