摘要：Globally, the parcel delivery service (PDS) industry is growing at a staggering rate, which is highly connected to the simultaneous growth in e-commerce platforms and social media entrepreneurs. In Thailand, the competition is fierce, with two main players holding 80% of the $2.129 billion PDS market share, with 100s of new and smaller firms competing for a piece of the huge PDS pie. Therefore, this research set out to identify, develop and verify the validity of a structural equation model (SEM) analysis of what factors contributed to a PDS customer's loyalty in Thailand. The sample used for the study was 340 e-commerce business owners/entrepreneurs making use of a PDS in Bangkok, Thailand. The research instrument used a seven-level opinion scale questionnaire. Descriptive statistics analysis for each entrepreneur’s opinions used LISREL 9.1, which included analysis of the mean (ğ‘¥), standard deviation (S.D.), skewness, and kurtosis. Results revealed that all the model’s causal variables had a positive effect on a Thai PDS firm’s customer loyalty, which when combined had an R2 of 81 % on loyalty. Also, from the analysis of each construct’s total effect (TE) values, it was determined that each PDS firm’s service innovation was critical to a customer’s loyalty. However, significantly less important to each customer was the PDS firm’s service quality and service satisfaction. It should also be noted that when other construct relationships were examined, that there was a strong relationship between service satisfaction and service innovation (TE=0.87) and a significant strength between service quality and service innovation (TE=0.74). Finally, service technology was perceived by the PDS customers as the single most important aspect within the study..
