Causal factors of digital transformation affecting the business operations in courier service

The Thai parcel delivery market is expected to continue growing alongside the growth of e-commerce. However, the market's expansion is impacted by the continuous reduction in shipping rates due to intense price competition, delays in deliveries, lack of infrastructure, high service fees, and data management issues. The objectives of this research study were: 1) to study the causal factors affecting digital transformation and business operations in the courier service, 2) to study the influence of causal factors of digital transformation affecting business operations in the courier service, and 3) to develop a model of the causal factors of digital transformation affecting business operations in the courier service. A researcher collected data from interviews and online questionnaires with courier service operators, from January 2025 to March 2025 by collecting a sample of 540 people. The results of the analysis concluded that digital dexterity affected digital transformation, digital dexterity affected business operations through digital transformation, technology infrastructure affects digital transformation, technology infrastructure affected business operations through digital transformation, a customer-centric approach affected digital transformation, a customer-centric approach affected business operations through digital transformation, and digital transformation affected business operations. Courier services can leverage digital agility and modern infrastructure to enhance efficiency and reduce service time. The development of product innovations allows customers to receive high-quality and up-to-date goods. At the same time, improving operational efficiency helps reduce costs and increase customer satisfaction.