Structural Equation Modeling of Factors Affect Satisfaction of The Logistic Service Business Customers in Thailand

Abstract

         This research aims to develop and testing the congruence of structural equation modeling of factor affects satisfaction of the logistic service business customers in Thailand through developed with empirical data, and to analysis factors affect satisfaction of the logistic service business customers in Thailand. The study was quantitative research. The data collected by questionnaires from 220 respondents who was the decision authoritarian choosing the logistic service provider such as sale manager, warehouse manager, and business owner. The research sampling was convenience sampling. The index of item-objective congruence (IOC) was 0.755 and reliability value of 0.852. The result of study reveals that (1) the structural equation modeling developed by the researcher was congruent with the empirical data c² = 85.606, df = 29, c²/df = 2.952, P-value = 0.082, RMSEA = 0.065, GFI = 0.973 and AGFI = 0.944; shows that The statistical value of the model congruence of the structural equation modeling of factor affects satisfaction of the logistic service business customers in Thailand through developed by the researcher with the empirical data, which was according to the assumption. And (2) the latent variable which the most of influence to satisfaction of the logistic service business customers in Thailand was service price, secondly was organization characteristics of logistic service provider and the variable which the least influence to satisfaction of the logistic service business customers in Thailand was customer service with the coefficient influence at 0.259, 0.254 and 0.189 statistics, respectively. the latent; service price variables and customer service had indirect influence pass the prompt response in operations with the coefficient influence at 0.786 and 0.714 statistics, respectively.