Factors Affecting Service Value Creation Of Road Transport Service Providers In Thailand

Main Article Content

Martusorn Khaeng khan , Chainicha Moryadee

Abstract

This research aimsto determine factors affecting service value creation of road transport service providers in Thailand and propose a guideline for service value creation of road transport service providers in Thailand. This research was designed as quantitative. Data collection was performed using a questionnaire distributed to 276 road transport service providers whose business are still in operation and registered with the Department of Business Development (DBD). The data was analyzed using Structural Equation Modelling (SEM). The results revealed that dynamic capability does not influence service value creation. However, it has a direct effect on digital transformation and research and development (R&D) performance. It was also found that digital transformation has a direct effect on service value creation. In addition, R&D performance has a direct effect on service value creation and dynamic capability has an indirect effect on service value creation through digital transformation and R&D performance. The main practical implication of this research is to help create service value for road transport service providers in Thailand by developing their dynamic capability leading to digital transformation and R&D performance. This will result in service value creation of road transport service providers in Thailand in terms of relationship building, engagement, and co-value creation.

Article Details

Section
Articles