Trust, Value, and the Engaged Consumer: Modelling Loyalty in Thailand's Ecommerce Logistics Ecosystem

Piyachat Jarutirasarn

Ramkhamhaeng University, Bangkok,Thailand 10240

Thanawatdech Thirapatsakun

Committee for PhD Dissertation Examination, independent scholar, Bangkok, Thailand

Abstract

The growing demand for expedited courier, express, and parcel delivery services is primarily driven by customers' evolving expectations for flexibility, reliability, and transparency in their delivery options. This study applies the S-O-R framework to examine the moderating influence of customer experience on the relationship between customer engagement and loyalty within Thailand's e-commerce logistics sector. Data were collected from 500 online retailers who had previously employed courier, express, and parcel delivery services, yielding valid responses suitable for analysis. The research employed a structural equation modelling approach grounded in a conceptual framework to test the proposed hypotheses. The PLS-SEM technique was applied to assess the research models. Findings indicate that customer experience both strengthened and moderated the effect of customer engagement on consumer loyalty (? = -0.097, p = 0.049) and exerted a moderating influence on the association between customer engagement and intentions to continue service use (? = -0.192, p = 0.000). The SRMR value was 0.087, and the NFI value was 0.877. Assessment of the structural model suggests that the proposed model demonstrates a robust fit and clearly delineates the relationships among the variables. The results highlight a nuanced dynamic, in which a positive customer experience diminishes the effect of engagement on continued usage, reflecting a 'satisfaction-sufficiency' phenomenon in digitally sophisticated emerging markets.

Logistics Service, Courier, Express, and Parcel Delivery Services, Online Shop Businesses, Emerging Markets, E-Commerce Logistics, Thailand