FACTORS INFLUENCING THE DECISION TO USE TRUCK PARKING SERVICES IN LAEM CHABANG PORT
Keywords:
Decision-making, Customer behavior, Truck parking area, Laem Chabang PortAbstract
This research aims to investigate the influence of service marketing mix elements (7P’s) on the decision-making process of truck drivers when using parking services in the Laem Chabang Port. A quantitative research methodology was employed, utilizing structured questionnaires distributed to a sample of 400 truck drivers. Data were analysed using both descriptive and inferential statistics to identify differences and correlations.
The findings reveal that the majority of respondents were male (96%), aged between 25-35 years, and primarily engaged in waiting for loading/unloading duties at the parking areas (92%). Among the marketing mix elements, Place received the highest average score ( = 4.19), while Promotion received the lowest ( = 2.74). Correlation analysis showed that Product, People, Process, and Physical Evidence were significantly associated with various stages of the decision-making process (Sig < 0.05), particularly in the evaluation of alternatives and post-service behaviour. The results highlight the importance of developing service components that address the behavioural needs of specific target groups, especially female truck drivers, who represent a small but distinct segment with unique requirements such as safety and dedicated service zones. The empirical findings from this study offer practical insights for policy development and service improvement by parking service providers and related agencies
References
ปิยะนุช สถาพงศ์ภักดี. (2567). แนวโน้มธุรกิจ/อุตสาหกรรมปี 2568-2570: บริการขนส่งสินค้าทางทะเล, สืบค้นเมื่อ 20 มีนาคม 2567, จาก https://www.krungsri.com/getmedia/32fb6e2d-8986-4e52-956e-ba1ff750e70b /IO_Sea_Freight_241223_TH_EX.pdf.aspx
ฐานเศรษฐกิจ. (2566). การท่าเรือ เคาะปี 67 ประมูลจุดพักรถบรรทุก “ท่าเรือแหลมฉบัง” พื้นที่ 90 ไร่, สืบค้นเมื่อ 20 มีนาคม 2567, จาก https://www.thansettakij.com/business/economy/572530
สุนทร ผจญ. (2567). แนวทางการเพิ่มประสิทธิภาพการขนส่งตู้สินค้าในท่าเรือแหลมฉบัง. วารสารการวิจัยการบริหารการพัฒนา, 14(2), 457–474.
อนุชสรา คงประสม, นันทวรรณ ช่างคิด และสาโรช เนติธรรมกุล. (2560). ปัจจัยทางการตลาดที่มีผลต่อการตัดสินใจ ใช้บริการลานเทปาล์มน้ำมัน ของเกษตรกรในจังหวัดชุมพร. วารสารปาริชาต, 28(2), 32–47.
โอฬาร ถิ่นบางเตียว และ สิตางศ์ เจริญวงศ์. (2564). แหลมฉบัง: พลวัตของการพัฒนา ผลกระทบ และข้อเสนอที่เป็นธรรม. วารสารวิจัยรำไพพรรณี, 15(3), 128-135.
Bhatnagar, R., & Teo, C. C. (2009). Role of logistics in enhancing competitive advantage: A value chain framework for global supply chains. International Journal of Physical Distribution & Logistics Management, 39(3), pp. 202–226.
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services (pp. 47–51). American Marketing Association.
Chen, M., Zhao, T., Lee, J., & Lee, H. (2023). Developing a Decision-Making Process of Location Selection for Truck Public Parking Lots in Korea. Sustainability, 15(2), p. 1467.
Christopher, M. (2016). Logistics & supply chain management (5th ed.). Pearson Education.
Cronbach, L. J. (1990). Essentials of psychological testing (5th ed.). Harper & Row. pp. 202-204
Dey, A., LaGuardia, P., & Srinivasan, M. (2011). Building sustainability in logistics operations: A research agenda. Management Research Review, 34(11), pp. 1237–1259.
Hernandez, S., & Al-Bdairi, N. S. S. (2018). Understanding truck parking behavior and choice of commercial motor vehicle operators: Impacts on roadway safety. [Thesis], Oregon State University, USA. สืบค้นเมื่อ 9 เมษายน 2568, จาก https://digital.lib.washington.edu/server /api/core/ bitstreams/4494d81d-d5b9-41b3-88e8-c0b66ad67b14/content
Rahimi, R., & Gunlu, E. (2016). Implementing customer relationship management (CRM) in hotel industry from organizational culture perspective: Case of a chain hotel in the UK. International Journal of Contemporary Hospitality Management, 28(1), pp. 89-112.
Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), pp. 459–469.
Thai, V. V. (2008). Service quality in maritime transport: Conceptual model and empirical evidence. Asian Pacific Journal of Marketing, 20(4), pp. 493-513.
Tiwari, S., Wee, H. M., & Daryanto, Y. (2018). Big data analytics in supply chain management between 2010 and 2016: Insights to industries. Computers & Industrial Engineering, 115, pp. 319–330.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), pp. 1–17.
Xie, H., Yu, Z., He, Z., Chen, K., & Liu, J. (2022). Analyzing Overnight Parking Demand Characteristics Using City-Scale Automatic Vehicle Identification Data in Shanghai, China. Journal of Transportation Engineering, Part A: Systems, 149(1)
Yuen, K. F., & Thai, V. V. (2017). Corporate social responsibility and service quality provision in shipping firms: financial synergies or trade-offs?. Maritime Policy & Management, 44(1), pp. 1–16.
