Abstract
The contribution of service sector becomes most significant worldwide to human life and made the major contribution to economic practices. However, Thailand courier service companies are facing different challenges to provide various services. Issues in services lead to dissatisfaction of customers which effect negatively on the company performance. Therefore, aim of this study is to develop a service marketing mix framework to boost service value and customer satisfaction (CS). This study considered four important elements of service marketing mix which include; service place, service promotion, service product and service pricing. For this purpose, data were collected from courier services companies of Thailand with the help of survey questionnaire. Collected data were analysed with the help of statistical tool, Partial Least Square (PLS). Results revealed that service marketing mix has important contribution to service value and CS. Service place, service promotion, service product, service pricing and service value are the key elements to enhance CS.
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