SERVICES QUALITY INFLUENCES THE CONSUMER USAGE BEHAVIOR OF FREIGHT FORWARDER SERVICES IN KANCHANABURI PROVINCE

Abstract

This research article aims to 1) study the behavior of consumers in using freight service providers in Kanchanaburi Province classified by demographic characteristics and 2) study the service quality that affects the behavior of consumers in using freight service providers in Kanchanaburi Province. The sample group consisted of 400 consumers who used freight service. The research instrument was a questionnaire used for data collection. Descriptive statistical methods, including frequency, percentage, mean, and standard deviation, were utilized for data analysis, while inferential statistical methods, including t-tests, one-way ANOVA, and multiple regression analysis, were applied to test the research hypotheses.

          The research results found that

          1) Most of the respondents were female, aged between 25-40 years, had a bachelor's degree or equivalent, were employees of private companies, had an average monthly income of 15,001-30,000 baht, were single, and had a behavior of using freight transport services in terms of frequency of using freight transport services of an average of 4 times per month, and an average cost of using freight transport services of 74.25 baht per time.

            2) Consumers have opinions about service quality that affect their behavior in using freight transport services. The reliability of the service is at a level of strong agreement. The concreteness of the service, the response to needs, the creation of confidence for service users, and the attentiveness are at a level of agreement.           3) Consumers with different genders have different behaviors in using freight transport services in terms of freight transport service costs that are statistically significant at the 0.05 level.

            4) The quality of service in terms of caring has an influence on the behavior of consumers using freight transport services in Kanchanaburi Province. In terms of the frequency of using freight transport services per month, it can predict the use of freight transport services with statistical significance at the 0.05 level, which is consistent with the set hypothesis. It can predict 2.20 percent.