The Study of Logistics Service Quality in Omnichannel Retailing in Thailand: An Entrepreneurial Perspective
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Abstract
The purposes of this research were to study the meaning and components of logistics service quality from an entrepreneurial perspective in the context of Omnichannel retailing in Thailand. This study was qualitative research conducted by sixteen key informants using a combination of purposive sampling method and snowball sampling method as well as criterion sampling method. Data were collected by semi-structured in-depth interviews. The data were analyzed using thematic analysis technique based on Braun and Clarke (2006).
The research findings reveal that 1) The meaning of logistics service quality in the context of Omnichannel retail business in Thailand refers to service quality that comes from two themes, that is, operational logistics service quality and relational logistics service quality. 2) The components of logistics service quality in the omnichannel retail business context in Thailand also consist of 2 themes, namely operational logistics service quality which consists of 6 sub-themes: 1) customer service 2) return 3) inventory management 4) order quality 5) availability 6) timeliness 7) personnel, as well as 8) data and technology. Relational logistics service quality consists of 4 sub-themes: 1) communication 2) mutual trust 3) assurance and 4) responsiveness. However, the results of this study showed that entrepreneurs can use this finding as a guideline to prepare and develop strategies to create competitive advantages for the modern retail business in their future.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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