The Development of Structural Model of Factors Influencing Customer Satisfaction for Frozen Seafood Business in Thailand

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ธนะสาร พานิชยากรณ์

Abstract

The purpose of this research to find out the model of the factors affecting customer service and satisfaction in seafood: frozen business in Thailand. This research offered quantitative research methods into the study. The quantitative research is carried out 400 samples of cold chain logistics services. The data were collected by questionnaire and key informant interview. The statistics employed in the research are frequency, percentage, mean, standard deviation, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM).


The results indicated that the factors affecting customer service and satisfaction in seafood: frozen business in Thailand was management system, quality control and status, and logistic efficiency. The results found that the most important components was the management system in term of temperature management in the warehouse, the quality control and status in term of warehouse and containerization temperature, and the logistic efficiency in term of reliability which the logistic efficiency in term of product services. The constructed model was good fitted with the empirical data (Chi square/df = 1.46, p-value = 0.00889, RMSEA = 0.031, GFI = 0.98, AGFI = 0.95).

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Research Article

References

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