REVISIT AND CUSTOMER SATISFACTION OF PUBLIC TRANSPORTATION : A CASE STUDY OF TRAIN AND AIR-CONDITIONED BUS IN SURATTHANI - BANGKOK ROUTES

Abstract

The purpose of this research were to compare levels of customer satisfaction on services between Train Services and Air- Conditioned Bus; to determine factors affecting level of customer satisfaction on services of Air- Conditioned Bus; and to reveal factors determining opportunity of revisiting Train Services and Air- Conditioned Bus; Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 412 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 Train Services and Air-Conditioned Bus were insignificantly different; factors that significantly affected level of customer satisfaction on services of Train Services and Air-Conditioned Bus consisted of customer expectations, perceived quality, perceived value and image; and factors that significantly determined opportunity of revisiting Train Services and Air-Conditioned Bus consisted of customer satisfaction, customer complaints and customer loyalty.