The Factors Influencing Customer Satisfaction with International Courier Services: A Case Study of ZTO Express

Abstract

ZTO Express’s import and export business has covered multiple countries including Thailand, China, and Malaysia, and has established overseas warehouses in Thailand to provide high-quality and stable services for cross-border e-commerce. For companies like ZTO Express, understanding the factors that drive customer satisfaction is crucial to maintaining and improving competitive advantages, and delivery speed and freight are two key variables that have a significant impact on customer perception and satisfaction in the logistics industry. The objective of this study were :1) To explore the impact of speed on customer satisfaction with ZTO Express in the Thai market. 2) To explore the impact of freight rate on customer satisfaction with ZTO Express in the Thai market.
This study adopted a quantitative research method to assess the customer satisfaction in international courier services. In the research framework diagram, customer satisfaction was the dependent variable, speed and freight were independent variables, and their effects on customer satisfaction were analyzed. This analysis examined the correlation between customer satisfaction, speed and freight of ZTO Express, with a sample size of 380. The statistical methods used in data analysis were percentage, mean, standard deviation, correlation analysis, and multiple regression analysis. The findings show that: 1) A significant positive correlation between customer satisfaction and both delivery speed (r = 0.76, p < 0.01) and freight costs (r = 0.68, p < 0.01) indicates that faster delivery speeds and more reasonable freight rates are associated with higher levels of customer satisfaction. 2) A significant positive correlation between delivery speeds and freight rates (r = 0.73, p < 0.01) indicates that faster service often comes with higher costs, emphasizing the importance of strategic pricing in service delivery. To enhance its competitive edge in Thailand, ZTO Express should focus on optimizing delivery speed and developing flexible pricing strategies to better meet customer expectations.

Keywords: customer experience theory, international courier services, customer satisfaction

6517195821 Wei Mingda, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Factors Influencing Customer Satisfaction with International Courier Services: A Case Study of ZTO Express นำเสนอในที่ประชุมวิชาการ (Conference) The 8th STIU International Conference,  ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย