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The Study on Influencing Factors for Selecting Express Delivery Services among Customers in Naresuan University |
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| รหัสดีโอไอ | |
| Creator | Kanoknapa Saengkla |
| Title | The Study on Influencing Factors for Selecting Express Delivery Services among Customers in Naresuan University |
| Contributor | Chiraphat Yapha, Namthip Pinchurai, Netnapa Klincham, ใกล้รุ่ง พรอนันต์ |
| Publisher | คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีพระจอมเกล้าพระนครเหนือ |
| Publication Year | 2568 |
| Journal Title | วารสารบริหารธุรกิจอุตสาหกรรม |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 151-168 |
| Keyword | Express transportation service, Marketing mix, MMultiple regression analysis |
| URL Website | https://so03.tci-thaijo.org/index.php/iba |
| Website title | วารสารบริหารธุรกิจอุตสาหกรรม |
| ISSN | 2697-3715 (Print) 2697-3723 (Online) |
| Abstract | There are many express delivery service providers around Naresuan University, and express delivery services around Naresuan University are often limited for serving customers. The period of express delivery service can operate for a short time, and then it has been closed down due to the number of consumers with the option of express delivery service. Therefore, in order to find out the factors that affect to select the express delivery service by consumers around Naresuan University, this research aims to analyze the marketing mix factors that influence the decision to select express delivery service around Naresuan University, which will help improve express delivery service to meet consumer needs. Marketing mix factors from related research were reviewed, namely 1) price, 2) process, 3) people, 4) promotion, and 5) physical evidence for use as the main factors. Five factors were used to design the questionnaire, which consisted of related sub-factors belonging to 5 main factors. Experts checked the validity of the content of the questionnaire. The questionnaire was used to collect data from 400 samples, which consisted of students, staff, and residents around the university. Then, the marketing mix factors influencing the decision to select express delivery services were analyzed using multiple regression analysis. The analysis results found four marketing mix factors influencing the decision to select express delivery services around Naresuan University: people, process, price, and promotion, with statistical significance at the 0.05 level. The physical evidence did not influence consumers' choice of express delivery services in Naresuan University. |
