Improving logistics service quality in Thai retailing

Purpose
This paper discusses a new research project funded by Bangkok Bank and Thammasat University in Bangkok to investigate and improve logistics service quality (LSQ) and performance measurements (PMs) in Thai retailing, both in-store and online. Meeting and satisfying customer requirements are critical performance outputs related to logistics and SCM activities and particularly important in the retail sector where the end customer is a consumer who will use or consume the product or service offered. Extant research into this phenomenon has focused primarily on western developed economies however little empirical research has been undertaken in developing economies such as Thailand.

Research Design/Methodology/Approach
The empirical research planned will utilise a mixed-method approach comprised of exploratory, qualitative research interviews to explain theoretical concepts and generate constructs in a Thai context, and quantitative research surveys across a respondent set including retailers, consumers and logistics service providers (LSPs) to test such concepts and constructs and provide generalisable findings.

Findings/Research and Practical Implications
This paper discusses the rationale behind this new research project by synthesising the background to these concepts and outlining twelve research objectives, four per each respondent set, to pursue the planned course of empirical research to address them. However, as this paper is conceptual in nature a limitation is the lack of empirical findings at this stage.

Originality/Value
This paper contributes to the retail LSQ and PMs debate, which has been widely researched in Europe and North America but is under-researched in emerging nations, especially Thailand. Its value comes from using an interdisciplinary approach comprising logistics/supply chain and marketing and presenting perspectives from retailers, consumers and LSPs. The research put forward in this paper also answers a call for more empirical studies of relevant business issues in Thailand and the entire Asian region.