The influence of Japanese service “Omotenashi” and brand trust affecting the decision making to use express shipping service in Bangkok

Abstract

          The research objective aimed to study the following factors: 1. consumer behavior on delivery service; 2. Japanese customer service, brand confidence, and consideration when choosing a delivery service; and 3. inspecting the consistency of factors influencing people to use a delivery service in Bangkok. The questionnaire will be applied to the target group of people who are using or have experienced delivery services in Bangkok and are more than 18 years old. The size of the population is 415 people, while the statistical analyses are percentage, mean, standard deviation, and hypothesis testing by the equation of Smart PLS 4.0 to properly explain the research objective.

          The result of this research is that Japanese service has a positive influence on customer satisfaction. Brand confidence is also a factor in enhancing customers’ service satisfaction and deciding to use a delivery service. In addition, customer satisfaction importantly helps customers decide on using a delivery service at the level of 0.05. On the other hand, Japanese service doesn't significantly impact the customer’s decision to choose a delivery service.