FACTORS IN THE CHARACTERISTICS OF LOGISTICS SERVICES THAT INFLUENCE THE BEHAVIOR OF CONSUMERS CHOOSING LOGISTICS SERVICE PROVIDERS IN THAILAND

Abstract

This study aimed to (1) examine the logistics service attributes influencing consumer behavior in selecting logistics service providers in Thailand, and (2) explore consumer behavior in using logistics service providers. The sample consisted of 400 airline operations personnel, and the data were analyzed using One-Way ANOVA (F-test) and multiple regression analysis.

          The results for Objective 1 revealed that the attributes of logistics services are associated with consumer demographics. Most users were female, aged between 21–30 years, working as entrepreneurs, with a monthly income of 30,001–40,000 baht. The majority used logistics services more than three times per month and had 4–5 years of experience, indicating that frequent users possess specific characteristics and value service features that meet their specific needs. For Objective 2, consumers placed the highest importance on accessibility and network, technology and innovation, and sustainability, with average scores above 4.50. In contrast, cost and pricing received the lowest score, reflecting a shift in consumer preference towards modern and efficient services rather than focusing solely on pricing. Hypothesis testing showed that H1 (Service Quality) and H3 (Technology and Innovation) had a significant positive effect on consumers' decisions to use logistics services in Thailand. H2 (Cost and Pricing) also had a positive influence, though at a lower level of significance. However, H4 (Safety and Security) and H5 (Brand Reputation) had no statistically significant impact on service selection.