Innovative Parcel Delivery Service in Thailand during COVID-19 Pandemic Using Structural Equation Modelling

Abstract

This research aims to analyze factors involved in technological innovation, service innovation, service quality, price consciousness and service users’ attitude. These factors have both direct and indirect influences on the intention to use the services of parcel delivery companies in Thailand during the COVID-19 pandemic, with the service users’ attitude as mediating variable. Data collection was gathered from 440 people who have used parcel delivery services in Thailand using a SEM. The results of the analysis reveal that service quality has the most direct influence on the attitude to use the, follow by technological innovation, price consciousness, service innovation with the correlation coefficients of 0.972, 0.534 0.296, 0.293 and 0.109 respectively. Furthermore service quality has indirect influence on the intention to use the service of the parcel delivery company in Thailand. Attitude as mediator variables has the most influence, follow by price consciousness, service innovation and technological innovation with the correlation coefficients of 0.503, 0.182, 0.087 and 0.053 respectively.

According to this research, an important discovery unfolds that service quality is an important factor in the innovation of parcel delivery services in Thailand, which directly and indirectly affects the intention to use the service. Therefore, the results of the research can be used as a model for executives to improve the quality of service in any area to meet consumer needs. Moreover it can be used as a guideline for planning, formulating policies or laying out strategies to gain the competitive advantages of transportation business in order to meet the needs of users in daily life.