SUCCESS MODEL OF LOGISTICS SERVICE PROVIDERS IN THAILAND
Thailand's logistics industry heavily relies on land transportation and parcel delivery, which are considered urgent
modes of transportation with high demand. This demand is further amplified by the expansion of the e-commerce
business both domestically and globally. However, due to the outbreak of COVID-19, there has been a significant
increase in the number of logistics businesses, leading to intense competition in the market. It is crucial for
entrepreneurs to study the success patterns of logistics service providers to ensure stability in this field. This
study aims threefold: 1) to examine the level of relationship quality, service quality, quality of logistics operations,
service innovation, and efficiency of non-financial logistics companies. 2) To investigate the impact of
relationship quality, service quality, quality of logistics operations, and service innovation on the efficiency of
non-financial logistics companies. 3) To develop a success model for logistics service providers in Thailand. A
mixed research method comprising quantitative and qualitative research was employed to achieve these
objectives. The quantitative research involved a sample size of 360 logistics service providers in Thailand, selected
through a multi-stage sampling method. The sample size was determined using a criterion of 20 times the observed
variable, and data was collected through questionnaires. Structural equations were used to analyze the data. In
qualitative research, the in-depth interview method was used to gather information from 20 key informants and
experts in Thailand's logistics industry. The research results show that, firstly, relationship quality, service quality,
quality of logistics operations, service innovation, and logistics companies' efficiency in Thailand are at a high
level. Secondly, the study found that relationship quality, service quality, quality of logistics operations, and
service innovations significantly impact the efficiency of logistics companies in Thailand at the 0.05 level. Thirdly,
the study developed a success model for logistics service providers in Thailand, known as the External Logistics
Success Model (ExLSM). The qualitative research findings suggest that logistics service providers in Thailand
need to drive innovation that meets the diverse needs of each customer group and use information systems that
support the rapidly changing needs of modern customers. The production costs must be managed, especially
through the use of intelligent logistics technology from abroad, to respond more efficiently to customer needs.
These research findings can serve as guidelines and policies for business operations to promote the sustainable
and competitive success of logistics service providers in Thailand.
Service Quality / Service Innovation / Efficiency / Relationship Quality