CUSTOMER SATISFACTION AND REVISIT OF SERVICE OF PUBLIC TRANSPORTATION A CASE STUDY OF VAN AND BUS IN RATCHABURI PROVINCE

Abstract

The purposes of this research were to compare levels of customer satisfaction on services between van and bus; to determine factors affecting level of customer satisfaction on services of van and bus; and to reveal factors determining opportunity of revisiting van and bus. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 401 customers to answer self-reported questionnaire. Data were analyzed by bivariate analysis, Linear Regression model analysis, and Ordered Probit model analysis. Research findings revealed that levels of customer satisfaction on services of van were significantly higher than bus; factors that significantly affected level of customer satisfaction on services of van and bus consisted of perceived quality, perceived value, and image; and factors that significantly determined opportunity of revisiting services of van and bus consisted of image, customer satisfaction, and customer loyalty.