SERVICE QUALITY AFFECTING THE REPURCHASE DECISION OF DHL E-COMMERCE SOLUTIONS (THAILAND) CO., LTD.'S DOMESTIC PARCEL SHIPPING SERVICES
Keywords:
Service Quality, Domestic Shipping, Decision, Repeat BuyingAbstract
The objectives of this research article were to: 1) study the service quality, 2) investigate the repurchase decision, 3) compare the repurchase decision classified by personal information, and 4) study factors of service quality influencing the repurchase decision. The samples were 400 customers who had used DHL e-commerce solutions (Thailand) co., ltd more than once. The research tool was questionnaire. The statistics were percentage, mean, t - test, F - test, one - way ANOVA, Pearson Product moment correlation, and multiple regression analysis.
The results showed that the service quality was at a high level and the repurchase decision was also at a high level. The results of the hypothesis testing of personal differences in gender, age, occupation, education level and average monthly income had no effect on repurchase decision. The service quality in the terms of tangibility, assurance and empathy affected the repurchase decision at a moderate level in the same direction with the statistical significance level of .05.
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