THE CAUSAL FACTORS AFFECTING TO THE DECISION TO USE LOGISTIC COMPANY SERVICE IN MUANG CHIANGRAI DISTRICT, CHIANGRAI PROVINCE

Abstract

The purpose of this research is to study 1) The level of Service Quality, Perceived Value, Loyalty, 2) The Decision Making Logistic Company Services. including the influence of causal factors that affecting to the decision making services. The sample were the users who using Logistic Company Services in Muang Chiang Rai District, Chiang Rai Province, The sample size was 400 people. The research instrument was a questionnaire that had been checked for IOC with score of 0.93 and taken to finding the Cronbach's Alpha Coefficient at a confidence level of α = 0.5. The reliability is equal to 0.947 and the statistics used in the study include descriptive statistics and Path Analysis of influence of variables. The results of this research found 1) Service Quality, Perceived Value, Loyalty, and the decision making in the overall and each part at a high level. 2) Service Quality, Perceived Value and Loyalty affect the decision making had a Statistically Significant. When considering each factor, it was found that Service Quality had a positive influence both directly and indirectly through Perceived Value and Loyalty had regression coefficients at 0.722 and 0.368 respectively. There was a direct positive influence of Service Quality and Perceived Value, the decision making and Loyalty have regression coefficients at 0.598, 0.772, and 0.764 respectively. Perceived Value had a direct positive influence to Loyalty and the decision making had regression coefficients at 0.556 and 0.616 respectively. Loyalty had a directed positive influence to the decision to use services. There was a regression coefficient at 0.777 with a statistical significance at the level of 0.01 This means that service users will have the decision making based on the quality of the service and the perceived value of the service and loyalty.