BEHAVIORS OF CONSUMERS PERCEPTION OF QUALITY PERCEPTION OF EFFICIENCY AFFECTS SERVICE PURCHASE BETWEEN KERRY EXPRESS AND THAILAND POST

Abstract

This study aimed to study 1) personal characteristics of consumer that affect the decision to service purchase Kerry express and Thailand post. 2) perception of quality that affect the decision to service purchase. 3) perception of efficiency that affect the decision to service purchase. The sample size used in the research was 400. The research instrument was a questionnaire from which the collected data were analyzed using Percentage, Mean, Standard Deviation, Independent Sample t-test, One-way ANOVA (F-test) and Multiple Regression Analysis.

          The results showed that:

          most participants give importance to personal factors that affect the decision to service Kerry express in different age. Thailand post in different gender and monthly income. In addition, perception of quality of reliability (β = 0.409) perception of efficiency of ample service (β = 0.298) and progression service (β = 0.326) influenced the decision service purchase Kerry express. Perception of quality of reliability (β = 0.255) responsiveness (β = 0.292) empathy (β = 0.333) perception of efficiency of equitable service (β = 0.221) ample service (β = 0.346) progression service (β = 0.314) influenced the decision service purchase Thailand post.