ส่วนประสมการตลาดบริการที่มีผลต่อผู้ค้าปลีกรายย่อยออนไลน์ในการเลือกใช้บริการขนส่งสินค้า

Abstract

The independent research titled "Service Marketing Mix Factors of Small Online Retailers in Choosing Delivery Services" aims to study the factors that online small retailers choose a delivery service and to study the differences between the factors that affect retailers' decision to use a delivery service. The small online retailers were divided into 2 groups based on the monthly value of dispatched parcels: 1) those with a monthly value not exceeding 10,000 Baht (217 respondents) and 2) those with a monthly value exceeding 10,000 Baht (112 respondents). The study employs a quantitative research approach, collecting data through questionnaires total of 329 respondents. Statistical analyses, including descriptive statistics and t-tests, are used to explain the differences in marketing mix factors between the two groups. ang Mai University The findings indicate that the majority of respondents prefer using the services of Kerry Express, with 40.4% selecting it as their top choice. The primary reason for choosing this service is its speed in delivering goods, identified by 30% of respondents. Overall, the respondents rated the importance of marketing mix factors in choosing delivery services as high. The most crucial factors, in descending order, are Product, Process, Physical evidence, Personnel, Price, Distribution channels, and Marketing communication. Further analysis reveals that the top three most important sub-factors in marketing mix factors for both groups are 1) the ability to track current shipping status, 2) the company's trustworthy and favorable reputation, and 3) accurate delivery according to specifications.Examining the overall ranking of factors influencing the choice of delivery services, it was found that the group with a monthly parcel value exceeding 10,000 Baht gives higher importance to Personnel and Pricing factors. Regarding Personnel, it is related to the employees' positive attitudes, enthusiasm, customer-oriented service, and knowledgeable provision of useful information. Concerning Pricing factors, it is linked to factors such as affordable service rates compared to other delivery businesses. Based on the above analysis, recommendations for the group with a monthly parcel value exceeding 10,000 Baht include the following: 1) Delivery service providers should implement processes to promote and develop their employees service skills, providing training in fundamental service-related knowledge. This includes offering information related to problem resolution and beneficial suggestions for users, aiming to maximize satisfaction. 2) Implement diverse pricing strategies that align with customer behavior. 3) Strengthen marketing efforts in price and service aspects, such as accumulating totals for discounts and providing special services for regular customers, to differentiate the delivery service provider from others.