FACTORS FOR ADOPTION OF THE MILK RUN SYSTEM IN THE PARCEL TRANSPORTATION BUSINESS

Abstract

This study aimed to study factors for adopting the Milk Run system in the parcel transportation business in Thailand. Questionnaires were used as the research tool to collect data. The sample group in this study was 300 respondents who are employees of a parcel transportation service business. Descriptive statistics were analysed, including percentage, mean, standard deviation, inferential statistics, and structural equation modelling (SEM). The results reveal that perceived ease of use in the Milk Run system (PEU) had a positive impact on the service quality in the Milk Run system (QS) and the perceived benefit factor in the Milk Run system (PU). In addition, PU also positively impacted trust in the Milk Run system (TR), while PU, PEU, and QS had no impact on the intention to use the Milk Run system (ATT). However, only TR had an impact on ATT. This study also shows that ATT positively impacted the intention to use the Milk Run system (BI). The study highlights the significance of the implementation influence of the Milk Run system on parcel transportation and extends the current knowledge regarding the Milk Run system and its potential impact on the parcel transportation business in Thailand.