ABSTRACT
Dissertation Title Causal Factors Influencing the
Customer Efficiency of Road Freight
Transportation Service Agents in the
Fruit and Vegetable Central Market of
Thailand
Student’s Name
Miss Nipha Chansawang
Degree Sought
Doctor of Philosophy
Major
Social Sciences
Academic Year
2022
Advisory Committee
1. Assoc. Prof. Somchit Luanchamroen
Chairperson
2. Assoc. Prof. Dr. Supamas Angsuchoti
Committee
3. Dr. Krisdaporn Rujithamrongkul
Committee
This dissertation has the objectives: (1) To study the
customer efficiency of road freight transportation service
agents in Thailand's fruit and vegetable central market. (2)
to study the direct, indirect, and total influence path model
of the unified service factors through customer
satisfaction, trust, and customer engagement to customer
efficiency. (3) To examine the consistency of the customer
efficiency model of road freight service agents in
Thailand's fruit and vegetable central market with empirical
data. Where the design of this research methodology was
based on a quantitative research approach, questionnairebased research is a research instrument for collecting data
from the entrepreneurial population. Wholesalers who use
the road freight transportation service agents in the fruit
and vegetable central market throughout all regions of
Thailand. The sampling was 750 people. The data
analysis shows the hypothesis testing results of the
influence path coefficients for direct, indirect, and total
influences by the Structural Equation Modeling (SEM)
technique analysis from AMOS, the statistical analysis
software package.
The study found the customer efficiency of road
freight transportation service agents in Thailand's fruit and
vegetable central market of Thailand. It can be concluded
from the analysis of the coefficient of determination (R2)
measure of the proportion of the variance to predict the
change in customer efficiency in terms of intention to
continue using the service as 13.5 percent. Next, the
latent variables of customer efficiency in terms of
customer responsiveness had a coefficient of
determination (R2) measured at 24.6 percent. Finally, the
long-term correlation latent variable's coefficient of
determination (R2) measure was 31 percent, the highest
value. While the unified service variables significantly
positively influenced the total influence path coefficient of
the customer efficiency in terms of intention to continue
using the service through customer engagement, trust,
and customer satisfaction variables, with an influence
coefficient of.536 Additionally, the unified service variables
significantly positively influenced customer efficiency in
terms of long-term relationships through customer
engagement, trust, and satisfaction variables, with a
coefficient of total influence equal to 302. Meanwhile,
customer efficiency in terms of customer responsiveness
was significantly positively influenced by the unified
service variables through customer engagement, trust,
and customer satisfaction variables, with a coefficient of
total influence equal to.269. In addition, a hypothesisgenerated correlation with empirical data was found by the
Goodness-of-fit index has a level of acceptance. The
empirical model versus the theoretical model has the
correlation structure established according to theory with
the empirical data by the goodness-of-fit index underlies a
criterion of acceptance.
The study's recommendations can reflect the intention
to continue using the service with the highest effect. At the
same time, the minor order was the total influence of the
long-term relationship's variables, and customer
responsiveness variables are ranked as the most
negligible total impacted—the customer efficiency of road
freight transportation service agents in Thailand's fruit and
vegetable central market.