The Structural Equation Model of Causal Factors Affecting on The Customer Satisfaction Level to Transportation Providers of Fruits in Thailand

Abstract

The purposes of this research were 1) to study the characteristics of market orientation, supply chain management, and customer satisfaction, 2) to investigate both direct and indirect impacts of market orientation and supply chain management on transportation service quality and customer satisfaction, 3) to construct the structural equation model of causal factors affecting on the customer satisfaction level to transportation providers of fruits in Thailand. The quantitative research was conducted by studying a sample group consisting of 500 temperature-controlled logistics service providers. The data were collected by questionnaire for collecting the quantitative method. The statistics employed in the research are frequency, percentage, mean, standard deviation, Confirmatory Factor Analysis (CFA), path analysis, and Structural Equation Model (SEM).

The results showed that 1) market orientation and supply chain management have a statistically significant direct effect on transportation service quality, 2) market orientation and transportation service quality have a statistically significant direct effect on customer satisfaction but supply chain management has no direct effect on customer satisfaction,    3) market orientation and supply chain management have a statistically significant indirect effect on customer satisfaction through transportation service quality, 4)  the structural equation model of causal factors affecting on the customer satisfaction level to transportation providers of fruits in Thailand. Which it according to the empirical research information in a high level (The significant of study: Chi-square/df=1.116, P-value=0.583, RMSEA=0.000, GFI=0.99, AGFI=0.98