Evaluation of Service Quality of Thailand Post based on the SERVQUAL Model and its Relationship with Customers' Personal Factors.

Abstract

The objectives of this research were (1) to study the personal factors of customers using EMS Guaranteed Service in Mueang District, Chiang Mai Province, (2) to examine the effects of Service Quality and Brand Image on customer satisfaction, and (3) to analyze the relationship between Service Quality, Brand Image, and customer satisfaction. The sample consisted of 645 EMS Guaranteed Service users. A questionnaire was employed as the research instrument, and data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The results revealed that most respondents were female, under 30 years old, holding a master’s degree, working as entrepreneurs or merchants, and using EMS Guaranteed Service once a month. Service Quality was rated at a high level overall, with Reliability ranked highest, followed by Tangibility, Empathy, Assurance, and Responsiveness. Brand Image was also rated at a high level, with Brand Strength being the most significant dimension, followed by Brand Identity and Brand Favorability. Furthermore, the multiple regression analysis showed that Service Quality significantly influenced customer satisfaction at the .05 level (R² = 0.513). The most influential factors were Assurance and Empathy. Similarly, Brand Image significantly influenced customer satisfaction (R² = 0.534), with Brand Identity and Brand Favorability being the strongest predictors.