The Influence of Brand Image on Customer Satisfaction in using Thailand Post Services

Abstract

This study investigates the impact of brand image on customer satisfaction among users of Thailand Post’s insured EMS services in Mueang District, Chiang Mai. The primary objectives were to examine demographic profiles, evaluate perceptions of service quality and brand image, and determine how these factors influence overall satisfaction. Data were gathered from a sample of 300 service users through structured questionnaires and analyzed using descriptive statistics and Multiple Regression Analysis. The findings indicate that the majority of respondents are female entrepreneurs, aged 25–35, with Bachelor's degree qualifications, typically utilizing the service 2–3 times per month. Respondents rated both service quality and brand image at a high level. Regarding service quality, "Reliability" and "Tangibility" were identified as the strongest attributes. For brand image, "Brand Strength" received the highest average score, followed by "Brand Identity." Crucially, the regression analysis demonstrates that Brand Image significantly predicts customer satisfaction (), with "Brand Identity" and "Brand Favorability" emerging as the most potent predictors. Service quality also maintained a significant positive influence (), particularly through the dimensions of "Assurance" and "Responsiveness." These results suggest that for Thailand Post to sustain its market position, it must look beyond mere operational efficiency and focus on cultivating a distinct brand identity that resonates emotionally with modern consumers.