The Study of the Influence of Logistics Service Quality and Customer Relationship Management on Customer Engagement in International Freight Forwarding Business
Keywords:
Freight Forwarding, Business-to-Business Marketing, Logistics Service Quality, Customer Relationship Management, Customer Engagement, Multiple Linear RegressionAbstract
This study aimed to examine the influence of logistics service quality and customer relationship management on customer engagement in the international freight forwarding business in Thailand. A quantitative research methodology was employed, collecting data through questionnaires from a sample of 400 business customers who used international freight forwarding services. The data were subsequently analyzed using multiple regression analysis. The findings revealed that logistics service quality and customer relationship management could explain 49.3% of the variance in customer engagement. Specifically, the variables with statistically significant influence included Process Quality, Outcome Quality, Customer Orientation, and Information Technology, respectively. Meanwhile, Capability Quality, Organizational Capability, and Customer Knowledge Management showed no significant influence. The results suggested that freight forwarding operators should prioritize developing service processes, creating quality outcomes, establishing a customer-centric organizational culture, and implementing information technology to enhance efficiency. These efforts would lead to building customer engagement and competitive advantage in the international freight forwarding business. This research contributed to the development of logistics service strategies in Thailand by emphasizing the quality of interactions and service experiences for long-term success.
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