Factors Affecting Confidence in Using Parcel Delivery Business in Songkhla Province

Abstract

The purposes of this study were: 1) to compare the confidence in using the parcel delivery business in Songkhla Province classified by the personal characteristics of the service users, 2) to study the factors of service quality affecting the confidence in the use of the parcel delivery business in Songkhla Province, and 3) to study the factors of effective integrated marketing communication to the confidence of service users in the parcel transportation business in Songkhla Province. A sample was selected from 400 users of Parcel Delivery Business in Songkhla Province. The research tool was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, t-test and one-way ANOVA.

The results of the research showed that the majority of the sample was female with the demographic details as follows: bachelor's degree, students, an average monthly income of less than 10,000 baht, and the frequency of accessing the service 1-2 times per week. Service users paid the highest importance on quality factors and responsiveness services. In addition, they paid more attention to the integrated marketing communication factors through sales personnel. However, users of different ages, education, and frequency of use of the service showed significant differences at 0.05 level on service quality factors in the parcel transportation business in Songkhla Province, overall, and on each aspect.  In other words, users with different ages and education levels reported different attention levels to the parcel transportation business integrated marketing communication factor in Songkhla Province at the significant level of 0.05.