Causal Factors Influencing the Customer Efficiency of Road Freight Transportation Service Agents in the Fruit and Vegetable Central Market of Thailand
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Abstract
This research has to study the objectives: (1) To study the customer efficiency of road freight transportation service agents in Thailand's fruit and vegetable central market. (2) to study the direct, indirect, and total influence path model of the unified service factors through customer satisfaction, trust, and customer engagement to customer efficiency. (3) To examine the consistency of the customer efficiency model of road freight service agents in Thailand's fruit and vegetable central market with empirical data. Where the design of this research methodology was based on a quantitative research approach, questionnaire-based research is a research instrument for collecting data from the entrepreneurial population. Wholesalers who use the road freight transportation service agents in the fruit and vegetable central market throughout all regions of Thailand. The sampling was 750 people. The data analysis shows the hypothesis testing results of the influence path coefficients for direct, indirect, and total influences by the Structural Equation Modeling (SEM). The results of structural equation modelling analysis found that the hypothesized correlation with the empirical data by the goodness-of-fit index underlies a criterion of acceptance. Which is an explained variance of the latent variables; customer satisfaction can be defined by providing the unified service factors with the highest value. In addition, the findings arising from customer engagement having a direct positive influence on the intent to continue using the service have the highest positive direct path coefficient. Moreover, unified service variables positively and indirectly influence customer engagement through trust and customer satisfaction, with the highest positive indirect path coefficient.
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