MANAGEMENT APPROACHES TO ENHANCING TRACKING SERVICE QUALITY OF PARCEL DELIVERY BUSINESSES IN BANGKOK AND METROPOLITAN AREAS

Abstract

This study aimed to: 1) examine the current conditions and problems of tracking services provided by parcel delivery businesses; 2) examine the competitive environment and external business environment; 3) investigate management practices and the use of technology related to enhancing tracking service quality; and 4) synthesize management recommendations for enhancing the tracking service quality of parcel delivery businesses in Bangkok and metropolitan areas. This qualitative study employed secondary data together with in-depth interviews with 20 key informants, who were purposively selected based on their knowledge, experience, and relevance to the research issues. The research instruments consisted of a data recording form and a semi-structured interview guide. Data were analyzed using content analysis and presented through analytical description. The findings revealed that: 1) the parcel delivery business has expanded in line with the growth of e-commerce, resulting in higher customer expectations regarding delivery speed, punctuality, and the accuracy of tracking information. Major problems included incomplete scanning, delayed status updates, and inconsistencies in information across service channels; 2) parcel delivery businesses faced intense competition in terms of price, speed, service quality, and information transparency, while political, economic, social, technological, environmental, and legal factors also affected business operations and service quality; 3) enhancing tracking service quality was associated with seven management functions—planning, organizing, staffing, directing, coordinating, reporting, and budgeting—together with the use of technologies such as Barcode/QR Code, GPS, information systems, artificial intelligence (AI), and the Internet of Things (IoT); and 4) enhancing tracking service quality should involve the integration of data, technology, personnel, and management processes by establishing data standards and clear responsibilities, developing personnel competencies, integrating information systems, implementing alert and contingency systems, and using performance indicators for continuous service quality improvement.

Keywords: Management, Service Quality, Parcel Tracking, Parcel Delivery Business