INFLUENCE OF IMAGE AND SERVICE QUALITY ON PARCEL DELIVERY COMPANY SELECTION: IN MUEANG DISTRICT, SONGKHLA PROVINCE

Abstract

The transportation industry in Thailand plays a vital role in the economy, particularly road transport, which accounted for 79.48% of total freight volume in 2022. Meanwhile, the parcel delivery sector has rapidly expanded in line with the growth of e-commerce, with over seven million parcels delivered daily. This reflects the importance of corporate image and service quality in influencing consumer decision-making. The present quantitative research aimed to examine these factors in Mueang District, Songkhla Province. A total of 400 respondents were surveyed using a structured questionnaire, and the data were analyzed through descriptive statistics and hypothesis testing. The results revealed that most respondents were female, single, held a bachelor’s degree, and used parcel delivery services more than six times per month. Flash Express was the most preferred company, mainly due to punctuality and the ability to track parcels in real time. Overall, respondents rated both corporate image and service quality at a high level, particularly in terms of organizational identity, reputation, and honesty. Moreover, occupation significantly influenced service selection at the .001 level, while gender showed no significant effect. In conclusion, corporate image and service quality are crucial determinants of parcel delivery service selection. The findings provide practical insights for logistics companies to design effective strategies, improve service delivery, and enhance competitiveness in Thailand’s highly competitive parcel delivery market.

Keywords: Corporate Image1; Service Quality2; Decision-Making3; Parcel Delivery Companies4; Songkhla Province