Enhancing Data Privacy Compliance Through Logistics Service Quality: A Strategic Framework for Thailand’s Logistics SMEs
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Abstract
This study investigates the causal relationships among logistics service quality (LSQ), customer confidence (CFD), and the intention to comply with the Personal Data Protection Act (PDPA) within small and medium-sized enterprises (SMEs) in Thailand's logistics sector. It hypothesizes that customer confidence functions as a mediating variable linking LSQ and compliance intention. A mixed-methods research design was adopted. The quantitative phase involved data collection from 400 participants using a five-point Likert scale questionnaire. Data were analyzed through structural equation modeling (SEM). The qualitative phase comprised in-depth interviews with 30 executives and subject-matter experts, with data analyzed using thematic analysis.
Quantitative findings reveal that LSQ has a statistically significant positive influence on CFD, which, in turn, significantly affects the intention to comply with the PDPA. CFD is confirmed as a full mediator between LSQ and compliance intention. The model demonstrates excellent fit indices (CFI = 1.000, RMSEA = 0.000, GFI = 0.993). Qualitative results highlight key organizational development strategies, including PDPA training, data governance practices, cybersecurity integration, and the implementation of ISO/IEC 27001 standards. Based on the empirical evidence, this study proposes a three-step strategic framework to enhance PDPA compliance among SMEs: (1) optimizing logistics processes, (2) promoting transparency in data management, and (3) developing standardized procedures aligned with the law. This framework aims to foster customer trust and encourage sustained compliance, while supporting the United Nations Sustainable Development Goals (SDGs 9, 12, and 16).
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