FACTORS AFFECTING THE DECISION TO CHOOSE FREIGHT FORWARDER COMPANY SERVICES WITHIN SUVARNABHUMI AIRPORT
Keywords:
Factors of Service Quality, Aspects of Price, Elements of Brand Images, Decision to Choose a Freight Forwarding CompanyAbstract
The objectives of this study were to: 1) find out the factors of service quality, price, and brand image of the freight forwarder companies, 2) study the decision to choose the freight forwarding company services within Suvarnabhumi Airport, 3) compare the decision to choose the freight forwarding company services within Suvarnabhumi Airport classified by personal data, 4) investigate the relationship between factors of service quality in terms of price, brand image, and decision to choose the freight forwarding company services within Suvarnabhumi Airport, and 5) study the factors affecting the decision to choose a freight forwarding company services within Suvarnabhumi Airport. The samples consisted of 400 former customers and a questionnaire was used as a study too. Data were processed using percentage, mean, t-test, f-test, one-way ANOVA, correlation, and Multiple regression analysis.
The findings showed that different occupation affected the decision to choose the service provided by freight forwarding companies within Suvarnabhumi Airport. The opinion level towards service quality, price, brand image, and decision to choose the freight forwarding company services within Suvarnabhumi Airport was at a high level. The correlation level of service decision was moderately correlated. The aspects of service quality influenced the decision to choose the freight forwarding company services within Suvarnabhumi Airport at the statistical significance level of 0.05, not including reliability in terms of brand image and price.
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