Factors Affecting Customer Satisfaction of the Bus Terminal
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The purposes of this research were to compare the customers satisfaction toward the service between Bangkok Bus Terminal (Mo Chit) and Bangkok Bus Terminal (South) in Bangkok and Metropolitan Area; Besides, to examine the relationship among factors affecting customer satisfaction with the service between Bangkok Bus Terminal (Mo Chit) and Bangkok Bus Terminal (South) in Bangkok and Metropolitan Area. The conceptual framework was based on the American Customer Satisfaction Index. The was stratified random sampling technique was applied to select 420 customers to answer the self-reported questionnaire. The data was analyzed by bivariate analysis and regression analysis. The result revealed that the customer significantly satisfied with the service quality of Bangkok Bus Terminal (South) more than Bangkok Bus Terminal (Mo Chit) in Bangkok and Metropolitan Area. The image factors of service, value, and quality of service affected customers who were is significantly satisfied. The loyalty and customer complaints were statistically significant. The result showed that the service emphasized the image of service in the bus station, reliability, and service to meet the standards. When the user perceived the image of the service, the customer will be satisfied and give the proper feedback to other people and become regular customers.