Service Marketing Mix Instrumental Confirmatory Factor Analysis of Logistics Services Provider: Empirical Data from Thailand Post Company

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Sompon Thungwha


The purpose of this study was to analyze the Confirmatory Factor Analysis (CFA) of service marketing mix instrumental form 700 Thailand post logistics users by using systematic sampling methods. Questionnaires were uses as a tool for data collection and confirmatory factor analysis. The result indicated that model had goodness of fit where empirical data with chi-square = 384.754, p-value = 0.326, c2/df  = 1.032, GFI = 0.970, AGFI = 0.950, CFI = 0.999  and RMSEA = 0.007. Order ranking by factor loading from highest to lowest was as follows; people, physical evidence, process, promotion, price, place and product, respectively.


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