Factors Affecting Customer Satisfaction Using Online GPS Tracking Services in Thailand

This study aims to investigate the influence of perceived service quality, perceived value, perceived ease of use, and perceived usefulness on customer satisfaction using GPS tracking services in Thailand. The online questionnaires were used from the previous studies that have been valid. A quantitative approach was used to collect the data for statistical analysis, employing stratified random sampling in 413 completed questionnaires for data analysis. The conceptual framework was examined with the multiple regression analysis (MRA). The results reveal that customer satisfaction was highest explained by perceived usefulness, followed by perceived ease of use, perceived service quality, and perceived value, respectively. The contribution could benefit managers and operators as a guideline for effectively developing their strategies to meet consumers' needs through these predictors. It is recommended to improve all factors, especially perceived usefulness because it affects customer satisfaction. Further study to obtain comprehensive coverage results of a qualitative approach is recommended