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.