Factors Affecting the Decision to Choose the Transportation Service of Nong Bua Post Office, Nakhon Sawan Province

Abstract

         This research has objectives to study the service marketing mix factors that affect the decision to choose the delivery service of Nong Bua Post Office, Nakhon Sawan Province, and to study the factors of service quality that affect the decision to choose the delivery service of Nong Bua Post Office, Nakhon Sawan Province. It is quantitative research. The samples were 400 people who came to use the delivery service of Nong Bua Post Office, Nakhon Sawan Province. The research instrument was a questionnaire. The statistics used for data analysis were mean and standard deviation. The hypothesis testing by using Multiple Regression Analysis. The research results showed that marketing mix factors and the service quality factor in an overall value was at a high level The research results showed that the marketing mix in terms of price, place, promotion, and people, influenced the decision to choose the delivery service of Nong Bua Post Office, Nakhon Sawan Province with a significant statistical level of 0.05, while the service quality factor in terms of reliability, response, privacy, and service access affecting the decision to choose the delivery service of Nong Bua Post Office, Nakhon Sawan Province were at the significant statistical level of 0.05.