Factors Affecting Customer Satisfactions in Digital Technology for Express Services in Thailand

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สุวิมล ปฐมสิริไพศาล Suwimol Pratomsiripaisan
จุฬาภรณ์ ขอบใจกลาง Chulaporn Kobjaiklang


The main purpose of this research was to discover factors form a user’s perception of an e-commerce application and their effect in digital technology to meet the customers’ needs. The main objectives of these studies were 1) to find out which factors form a user’s perception of an e-commerce application, 2) to find out how the perception can be influenced by an e-commerce application and 3) to learn and understand the needs of the customer who used the express services in Thailand.

Analyzing different technology acceptance theories and factors by the connection between technology acceptance factors and usability definition searched, but eventually only loose connections were discovered. The moderating factors that either strengthen or weaken the importance of the determining factors were stated to be gender, age, experience of use. The research methodology using quantitative research for collecting the data by questionnaires to 400 respondents who are the customer using Express Services in Thailand. To the lack of finding and time limitation, this research was only studied with the limited respondents.

     The research concluded that the demographic aspect, from 400 of respondents and the researcher found that the majority of the respondents is female for 73.3%, ages range of 31-40 years old for 90.5%, then mostly education level at 89.8% by bachelor’s graduate and most respondents average income per month (in THB) are 15,000 – 35,000 THB at 89.3%. Customer perceptions aspect from 400 of the respondents divided into 4 categories; intention to use, usage behavior and benefits to use. The researcher found that courier services that the respondents use most is Express Services for 92.3%, the respondents using this services at least once a month for 90.5%, the last time to use Express Services is a week ago for 83.8%, the purpose of using courier services is for business for 92.3%, the reason to choosing online Express Services because Brand or Reputation for 71.3% and online express services that the respondents are using is Kerry Express Services for 77.3%. From this research result found that most of the respondents in Bangkok aren’t satisfied with the online express services by providing their personal information and debit/credit card number so the result would be rejected.

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How to Cite
Suwimol Pratomsiripaisan ส. . ป., & Chulaporn Kobjaiklang จ. . ข. (2018). Factors Affecting Customer Satisfactions in Digital Technology for Express Services in Thailand. Dusit Thani College Journal, 11(3), 110–125. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/118509
Academic Article


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