Marketing Communication and Logistics Performance Affect Consumers Behavior on Skytrain Services Assessed by Students Living in Pathumthani Province
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Abstract
The purpose of this research study is to find key components in areas of marketing communication and logistics performance that affect consumer behavior on skytrain service in Pathumthani province. With the quantitative method, the survey technique is used to collect data from 400 respondents who are undergraduate students in Pathumthani province. The data analysis uses both descriptive and inferential statistics: frequency, percentage, mean, standard variation, chi-square and correlation. This study is sectional research as one period of time for data collection. It cannot reveal the trend of changing in main factors impacting consumer behavior. In addition, the findings of this research study cannot use for other transportation modes as the data are collected from skytrain customers. The results show the consumer behavior affected by marketing communication: advertising, sales promotion, personal selling, public relation, and direct marketing. In addition, the consumer behavior is affected by logistics performance with low cost, comfort, on-time, and safety. Also, the consumer behavior has relationship with logistics performance at the significance level of 0.05. Focusing on main factors, transportation service operators can implement right strategies to increase the number of users of skytrain service.
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