Factors Influencing the Decision to Use the Freight Service of Kerry Express (Thailand) Co., Ltd. in Prachin Buri Province

This research aims to study 1) marketing mix factors, 2) service decision-making, and 3) the decision to use Kerry Express (Thailand) Co. Ltd.'s delivery service in Prachinburi Province based on personal data; and 4) marketing mix factors affecting the decision to use Kerry Express (Thailand) Co. Ltd.'s delivery service in Prachinburi Province.A total of 400 individuals were selected for this study.A questionnaire was used as a research tool.The statistics used were percentage, mean, t-test, Ftest (one-way analysis ANOVA), and Multiple Regression Analysis.The results of the study found that most were female, aged 20-29 years, had an education lower than a bachelor's degree, were students, and had an average monthly income lower than 10,000 baht.The overall picture of marketing mix factors and the decision to use Kerry Express (Thailand) Co., Ltd.'s delivery service in Prachinburi Province was at the level of high agreement.Different levels of education and occupation had different effects on the decision to use Kerry Express (Thailand) Co. Ltd.'s delivery service in Prachinburi Province.Price and personal and physical characteristics have a statistically significant influence on the decision to use the delivery service of Kerry Express Co., Ltd.(Thailand) in the Prachinburi Province at a level of 0.05.Recommendations: There should be a variety of services, an accurate parcel-tracking system, and a clear indication of the time the product will arrive at its destination.There should be various payment methods, service channels, and contact channels.The location should be close to the community.Advertising via social media or influencers, discounts during festivals, and parcel guarantees at appropriate service rates for high-value parcels.Employees should be trained to provide information and knowledge about the service, provide information to answer users' questions, be polite and friendly, and respect users equally.Provide services in the order of queue, provide fast service, build credibility, and provide confidence to users.Modern equipment and technology must also be used.The atmosphere in the store was open and not crowded