The Influence of Marketing Mix Factors on Logistics Service Quality of E-Commerce Entrepreneurs through Shopee Thailand Platform
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Abstract
This research aims to categorize the marketing mix factors and to examine the influence of these factors on logistics service quality of e-commerce entrepreneurs through the Shopee Thailand platform. The sample consisted of 400 entrepreneurs who use the Shopee Thailand platform using purposive sampling selection. Data was collected using the online questionnaires that underwent content validity and reliability testing. The data collection was conducted as a cross-sectional study at a single point in time. The data was analyzed using exploratory factor analysis and stepwise multiple regression analysis. The results revealed that: 1) The marketing mix factors could be reorganized into four new factors: price, privacy and personalization, product, and place and promotion.2)All four factors significantly influenced the logistics service quality in terms of order management and product listing quality. These factors could predict the trends in logistics service quality in terms of order management and product listing quality at 40.40 percent and 40.10 percent, respectively. Additionally, there were two factors - privacy and personalization, and place and promotion–that influenced the logistics service quality regarding customer service including privacy and personalization and place and promotion, which could predict the trend in logistics service quality at 37.10 percent. This research suggests that the entrepreneurs should prioritize on customer data security, personalized services, comprehensive and accurate product information, convenient distribution channel design, and appropriate pricing strategies to enhance logistics service quality and gain competitive advantages
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