THE CUSTOMER SATISFACTION OF PARCEL TRANSPORTATION SERVICE AT BANGKOK RAILWAY STATION AND BANGKOK BUS TERMINAL (CHATUCHAK)
Abstract
The purposes of this research were to compare customer satisfaction level of
parcel transportation service at Bangkok railway station and Bangkok bus terminal
(Chatuchak); and to studied the factors affecting satisfaction of those customers.
Conceptual framework was based on American Customer Satisfaction Index (ACSI).
Stratified random sampling technique was applied to select 485 customers to
answer self-reported questionnaire. Data was analyzed by bivariate analysis and
regression analysis.
Research findings revealed that the customer satisfaction of parcel
transportation services at Bangkok bus terminal (Chatuchak) more than customer
satisfaction at Bangkok railway station; and the perceived image were the factors
affecting customer satisfaction with statistically significant at 0.01. These results implied
that the customer who delivered parcel at Bangkok bus terminal (Chatuchak) had more
perceived image factor level than customer who delivered parcel at Bangkok railway
station. The image factor also positively influenced customer satisfaction and customer
loyalty. Hence, if the service providers intend to increase customer satisfaction and
customer loyalty, they should emphasize on strategy of image perspectives improving,
particularly, reliability in service.