Service Quality Factors and Corporate Image Factors Influencing the Selection of Domestic Express Mail Services (EMS) of Phayao Post Office
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Abstract
This research aimed to examine the service quality and corporate image factors influencing the selection of domestic Express Mail Service (EMS) at the Phayao Post Office and to propose guidelines for service and corporate image development. This study employed a quantitative research methodology, using a questionnaire to collect data from a sample of 354 users of the domestic EMS at the Phayao Post Office. Data were analyzed using descriptive statistics and multiple regression analysis. The results showed that: 1) Overall service quality could jointly predict the selection of EMS at a rate of 38.3%, with a statistical significance level of .05. Two factors-reliability and service accessibility-had a statistically significant positive influence: 2) The overall corporate image could jointly predict the selection of EMS at a rate of 53.2%, also with a statistical significance level of .05. Four sub-factors-social responsibility, corporate credibility, image strength, and image identity-had a statistically significant positive influence. 3) Regarding development guidelines, the study suggested improving tangible experiences, such as providing adequate parking, enhancing the clarity of public relations signage, and introducing proactive services like mobile units in remote areas, to better meet diverse customer needs and sustainably strengthen the organization's image.
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