𝗔𝗕𝗦𝗧𝗥𝗔𝗖𝗧:
This research aims to study 1) the behavior of logistics service providers of e-commerce entrepreneurs in the upper southern part of Thailand and 2) the influence of marketing mix factors and service quality factors affecting the services of logistics service providers in the upper southern part of Thailand. Questionnaires were distributed to 370 e-commerce entrepreneurs in the upper southern part of Thailand, which has a 0.93 reliability value. The statistics used to analyze data were frequency, percentage, mean, standard deviation, and multiple regression analysis. The research result indicated that 1) Most of the e-commerce entrepreneurs in the upper southern part of Thailand chose logistics service providers with the fast delivery services, which deliver the products are shipped 1 – 3 times/week, during 1.01 – 4.30 p.m., and the average expenses are 301 – 500 baht/time; and 2) Marketing mix factors had affected on the decision to choose a logistics service provider, such as products, place, physical evidence, and process. In terms of service quality, factors had affected choosing a logistics service provider at the statistical significance, with a prediction coefficient of 40.2 and 46.6%, respectively. This research shows that logistics service providers should pay attention to rapid delivery for e-commerce entrepreneurs to be impressed and come back to use the service again.