Assessing Service Quality Gaps in Thailand-Cambodia Cross-Border Logistics:  A SERVQUAL Dimensions-Based Analysis of Customer Satisfaction and Loyalty

Sunida Piriyapada

Authors

Sunida Piriyapada Eastern Economic Corridor Office

Keywords:

SERVQUAL, Cross - border Logistics, Responsiveness, Assurance

Abstract

This study examines the gap between customer expectations and perceptions of cross-border e-commerce logistics service quality between Thailand and Cambodia using the SERVQUAL model, which includes reliability, responsiveness, assurance, empathy, and tangibles. By analyzing these dimensions, the study aims to uncover critical factors where service improvements are needed to align with customer expectations, ultimately providing insights for cross-border logistics providers to enhance service quality and increase customer satisfaction in the
e-commerce sector between the two countries. Using a quantitative research design, a survey was conducted with 400 local residents in Siem Reap, who were familiar with cross-border logistics, with a pilot test involving 50 respondents to refine the questionnaire for clarity and reliability. A survey was conducted among 400 Siem Reap residents, with a pilot test involving 50 respondents to refine the questionnaire for clarity and reliability. The final survey was translated into Khmer for accessibility. Gap analysis revealed notable discrepancies, particularly in responsiveness (0.45) and assurance (0.37), indicating a need for faster customer communication and stronger shipment security measures. The Multiple Regression Analysis (MRA) demonstrated that reliability (β = 0.28,
p < 0.001), responsiveness (β = 0.22, p < 0.001), and assurance (β = 0.31, p < 0.001) significantly influence customer satisfaction, while customer satisfaction strongly predicts customer loyalty (β = 0.60, p < 0.01). These findings provide actionable insights for logistics providers to enhance operational efficiency, adopt real-time communication tools, and strengthen shipment security. Addressing these gaps will improve customer satisfaction, foster loyalty, and enhance the competitiveness of cross-border logistics services between Thailand and Cambodia, particularly in the growing e-commerce sector.

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