FACTORS AFFECTING CUSTOMER SATISFACTION OF SPECIAL EXPRESS “TAKSINARAT” 31/32 BANGKOK-HAT YAI JUNCTION-BANGKOK

Abstract

A Research Study on “Factors Affecting Customer Satisfaction of Special Express “Taksinarat” 31/32 Bangkok-Hat Yai Junction-Bangkok ” had the following objectives: 1. To study demographic characteristics such as gender, age, education level, occupation, monthly income, and status affecting customer satisfaction level of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok.   2. To study customer behavior of special express Taksinarat 31/32 affecting customer satisfaction level of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok. The sample  was 400 customers of special express Taksinarat 31/32.  

The results of this study indicated that demographic characteristics and personal factors of education level affect customer satisfaction level of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok overall difference. The F-Test value was 7.006 and the Sig. value was .001, which was less than the specified Sig. It can be said that different levels of education have customer satisfaction levels of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. Different personal monthly income factors affect customer satisfaction of special express Taksinarat 31/32 differently. The F-Test value was 6.520 and the Sig. value was .000, which is less than the specified Sig. It can be said that different monthly income affected the overall customer satisfaction level of special express Taksinarat 31/32 differently.

Regarding customer behavior of special express Taksinarat 31/32, it was found that the user behavior of the reason for choosing the service affected the satisfaction level of customers of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. The F-Test value was 6.275 and the Sig. value was .013, which was less than the specified Sig. It can be said that the reasons for choosing different services affect customer satisfaction of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. User behavior on different booking channels affected customer satisfaction of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. The F-Test was 4.893 and the Sig. was 0.008, which was less than the specified Sig. It can be said that different booking channels affect customer satisfaction of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. Media service user behavior that received public relations information affected customer satisfaction of special express Taksirat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. The F-Test was 14.306 and the Sig. was .000, which was less than the specified Sig. It can be said that the media that received different public relations information affected customer satisfaction of special expressTaksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. Technology service user behavior in the train was an incentive to choose the service, affecting customer satisfaction of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently. The F-Test was 18.655 and the Sig. was .000, which was less than the specified Sig. It can be said that technology motivation for choosing different services affect customer satisfaction of special express Taksinarat 31/32 Bangkok-Hat Yai Junction-Bangkok in overall differently.