SELECTED SERVICE QUALITY FACTORS THAT INFLUENCE THE SATISFACTION OF PUBLIC LAND TRANSPORT USERS IN BANGKOK By PIYANUT EKWIRIYATON A Thesis Submitted in Partial Fulfillment of the Requirements For the Degree of Master of Management, Business Administration Asia-Pacific International University May 2022
i Thesis Title: Selected Service Quality factors that influence the Satisfaction of Public Land Transport Users in Bangkok Author: Piyanut Ekwiriyaton Thesis Advisor: Dr. Wayne Hamra Program: Master of Business Administration Academic Year: 2021-2022 ABSTRACT Traffic congestion has always been one of the biggest problems in Bangkok. The rapid increase of personal vehicles each year contributes to heavy congestion, resulting in heavy air pollution. Public transport service providers need a better understanding of their users by analyzing and assessing service quality and performance feedback and ratings. This paper aimed to study factors that influence user satisfaction of BTS Skytrain, MRT Subway, fan bus, and air-conditioned bus service commuters in Bangkok. Using five factors of service quality (tangibility, reliability, responsiveness, assurance, and empathy) and two factors of perceived value (price and time), the correlation between service quality and satisfaction of four land transport system (BTS Skytrain, MRT Subway, Fan Bus, and Air-conditioned Bus) users was studied. The results showed that all variables were positively correlated to the satisfaction of public transportation users. The factors of responsiveness and perceived value of time significantly influenced the satisfaction of BTS Skytrain users, while the assurance factor influenced the satisfaction of MRT Subway users. The tangibility factor and perceived value of time influenced the satisfaction of fan bus users, while responsiveness and perceived value of time influenced the satisfaction of air-conditioned bus users.
ii ACKNOWLEDGEMENTS Completion of this study would not have been possible without exceptional support from my advisor, Assistant Professor Dr. Wayne Hamra. He has been with me from the first step in starting the research process, continuously checking on my progress, keeping the writing on track, and providing feedback regarding revisions. With his guidance, I was able to carry out this project and write a quality research paper. Grateful thanks are also extended to Assistant Professor Dr. Jirawan Klommek and Ms. Kanthika Lertsuwan of Asia-Pacific International University’s Mission Faculty of Nursing for valuable statistic lessons, SPSS training, and insight into analyzing the data and displaying the results. I greatly appreciate the Faculty of Nursing library for providing resources for this study. I also want to express special gratitude to Assistant Professor Dr. Phanasan Kohsuwan, Assistant Professor Dr. Pongthep Jiraro, Assistant Professor Dr. Damrong Sattayawaksakoon, Dr. Noah Balraj, and Ms. Phattarasuda Witchayaphong for their assistance with the IOC (ItemObjective Congruence) validity check of the survey questionnaire, and for providing their expertise and recommendations. Piyanut Ekwiriyaton
iv Table of Contents ABSTRACT................................................................................................................................................ i ACKNOWLEDGEMENTS ......................................................................................................................ii LIST OF TABLES....................................................................................................................................vi LIST OF FIGURES .................................................................................................................................vii Chapter 1: Introduction ........................................................................................................................... 1 1.1 Background and Significance of the Research............................................................................. 1 1.3 Rationale and Purpose of Research............................................................................................... 5 1.4 Research Objectives........................................................................................................................ 6 1.5 Scope and Delimitations of the Research...................................................................................... 6 1.6 Research Questions......................................................................................................................... 7 1.7 Benefits to be Derived from the Research..................................................................................... 8 Chapter 2: Review of Related Literature ............................................................................................... 9 2.1 Introduction...................................................................................................................................... 9 2.2 Concepts and Theories of Service Quality..................................................................................... 18 2.3 SERVQUAL....................................................................................................................................... 19 2.3.1 Tangibility............................................................................................................................... 19 2.3.2 Reliability................................................................................................................................ 19 2.3.3 Responsiveness ....................................................................................................................... 20 2.3.4 Assurance................................................................................................................................ 20 2.3.5 Empathy.................................................................................................................................. 20 2.4 Customer Perceived Value ........................................................................................................... 20 2.4.1 Price......................................................................................................................................... 21 2.4.2 Time......................................................................................................................................... 21 2.5 Customer Satisfaction................................................................................................................... 22 2.6 Hypotheses..................................................................................................................................... 23 2.8 Conceptual Framework................................................................................................................ 24 Chapter 3: Research Methodology........................................................................................................ 26 3.1 Population and Sampling Frame................................................................................................. 26 3.2 Research Design ............................................................................................................................ 27
v 3.3 Method and Procedure ................................................................................................................. 27 3.3 Research Instrument .................................................................................................................... 30 3.3.1 Rating Variables..................................................................................................................... 31 3.4 Testing the Instrument ................................................................................................................. 31 3.4.1 Testing Validity: Item Objective Congruence (IOC).......................................................... 31 3.4.2 Testing Reliability: Cronbach’s Alpha................................................................................. 32 3.5 Analysis.......................................................................................................................................... 33 3.5.2 Inferential Statistics............................................................................................................... 33 3.6 Ethical Considerations.................................................................................................................. 36 Chapter 4: Findings and Discussion...................................................................................................... 38 4.1 Research Findings......................................................................................................................... 38 Part 1: Demographic Characteristics of Respondents..................................................................... 38 Part 2: Public Transport User Opinions Regarding Service Quality, Perceived Value, and Overall Satisfaction............................................................................................................................. 40 Part 3: Relationships between Factors of Service Quality, Perceived Value, and Satisfaction of Public Transportation Users.............................................................................................................. 51 Part 4: Results of the Analysis of Influential Service Quality Factors and Perceived Value that Affects the Satisfaction of Public Transportation Service Users.................................................... 54 Focus Group Session Two Finding: BTS Skytrain and MRT Subway Service............................. 61 Chapter 5: Summary of Research Findings and Recommendations ................................................. 63 5.1 Summary of the Research ............................................................................................................ 64 5.2 Discussion of Results and Recommendations............................................................................. 70 5.3 Limitations..................................................................................................................................... 75 5.4 Recommendations for Future Study ........................................................................................... 75 References:............................................................................................................................................... 77 Appendices............................................................................................................................................... 81
vi LIST OF TABLES Table 1. Number of New Private Cars Registered in Bangkok, Thailand, from 2010 to 2019...10 Table 2. World City Rankings of Traffic Congestion, 2020........................................................11 Table 3. Number of Vehicles Registered in Bangkok as of 31 October 2020 .............................12 Table 4. Correlation Coefficient Level Explanation Based on Best (1977)................................34 Table 5. Respondent Demographic Characteristics and Public Transport Usage Behavior (N = 400) ..............................................................................................................................................39 Table 6. User Opinions Regarding BTS Skytrain Service Quality (N=100)..............................40 Table 7. User Opinions Regarding BTS Skytrain Perceived Value (N=100) ............................41 Table 8. BTS Skytrain User Satisfaction Levels (N=100)..........................................................42 Table 9. Shows users level of agreement with the quality of the MRT Subway service with an average mean score of 3.54. ........................................................................................................43 Table 10. User Opinions Regarding MRT Subway Perceived Value (N=100)...........................44 Table 11. MRT Subway User Satisfaction Levels (N=100) ........................................................45 Table 12. User Opinions Regarding BMTA Fan Bus Service Quality (N=100).........................46 Table 13. User Opinions Regarding BMTA Fan Bus Service Perceived Value (N=100) ..........46 Table 14. BMTA Fan Bus Service Users Satisfaction Levels (N=100).......................................47 Table 15. User Opinions Regarding Air-Conditioned Bus Service Quality (N=100) ................48 Table 16. User Opinions Regarding BMTA Air-Conditioned Bus Service Perceived Value (N=100) .......................................................................................................................................49 Table 17. BMTA Air-Conditioned Bus Service Users Satisfaction Levels (N=100)...................50 Table 18. Correlation Coefficients between Variables for BTS Skytrain Users (N=100).........51 Table 19. Correlation Coefficients between Variables for MRT Subway Users (N=100).........52 Table 20. Correlation Coefficients between Variables for Fan Bus Service Users (N=100).....53 Table 21. Correlation Coefficients between Variables for Air-Conditioned Bus Service Users (N=100) .......................................................................................................................................54 Table 22. Stepwise Multiple Regression Analysis of Factors Predicting BTS Skytrain User’s Satisfaction (N = 100)..................................................................................................................55 Table 23. Stepwise Multiple Regression Analysis of Factors Predicting MRT Subway User Satisfaction (N = 100)..................................................................................................................56
vii Table 24. Stepwise Multiple Regression Analysis of Factors Predicting BMTA Fan Bus User Satisfaction (N = 100)..................................................................................................................56 Table 25. Stepwise Multiple Regression Analysis of Factors Predicting the BMTA Airconditioned Bus User’s Satisfaction (N = 100)...........................................................................57 Table 26. T-Test comparison of Railway Service and Bus Service.............................................70 LIST OF FIGURES Figure 1. Map of Current Subway and Sky Train Route Open for Service in 2020...................14 Figure 2. Complete Planned Map of Bangkok’s Subway and Sky Train in 2020 ......................15 Figure 3. Conceptual Framework Key Variables Relationship ..................................................25 Figure 4. Data Collection Plan....................................................................................................29 Figure 5. Cronbach Alpha Scale .................................................................................................33 Figure 6. Overall Mean Score of Service Quality.......................................................................64 Figure 7. Overall Mean Score of Perceived Value .....................................................................65 Figure 8. Overall Mean Score of Satisfaction.............................................................................65 Figure 9. BTS Skytrain Correlated Factors Level.......................................................................66 Figure 10. MRT Subway Correlated Factors Level....................................................................67 Figure 11. BMTA Fan Bus Correlated Factors Level.................................................................68 Figure 12. BMTA Air-Conditioned Bus Correlated Factors Level ............................................68
1 Chapter 1: Introduction 1.1 Background and Significance of the Research According to Saif et al. (2019), accessibility is one of the most important factors for public transportation services. Saif states that the public transportation service suppliers need to provide a door-to-door mobility experience to users, and the development of transportation services is an important factor for social equality among all users. The public transportation service provider needs to create better value for their users. Customer satisfaction can be critical in persuading personal vehicle users to use public transportation services rather than driving private cars. Less usage of private cars would reduce traffic, resulting in lower air pollution throughout each year. Requiring people to change their lifestyles will be no easy task due to human nature, which is resistant to change. Customer satisfaction feedback has always been one channel for customers to communicate with service providers’ management. Service providers may choose to pay attention, perform an action, or ignore complaints and feedback. Irfan (2016) stated that customer satisfaction is important to the relationship between service quality and customer loyalty. Customer loyalty plays a significant role in businesses. It might be intangible and difficult to measure, but it increases the value of the business. It is essential to embrace customers’ feedback, as they are the service users, and they know best what it is like through their first-hand experiences. Congestion levels decreased for different countries and cities worldwide due to the COVID-19 pandemic that affected everyone’s lives. City lockdowns and people working from home contributed to a decrease in traffic congestion on the roads. According to Gitlin (2021), in
2 2019, Americans spent an average of 99 hours in traffic congestion, which steeply declined to 26 hours in 2020. In Germany, drivers averaged 26 hours stuck in traffic during 2020, down from 46 hours the year before. The pandemic lowered the traffic congestion level, but not enough to remove Bangkok from the top 20 cities listed in the traffic index. Su et al. (2009) stated that requirements for public transportation systems vary based on reliability and efficiency as key factors, and service operating hours and the network infrastructure are often extended to serve the needs better. Public transportation is something that everyone should be able to access and use in this big city, where traffic congestion is one of the main problems for road users. The increase of competition in the market influences many services to differentiate and increase service standards. The more services that are available, the greater the benefit to customers. Most successful strategies relate to delivering high service quality (Rudie & Wansley 1985; Thompson et al., 1985). Many service theories and models might not apply to public transportation services. Many essential public transportation services in Bangkok are owned and managed by a single provider for each type throughout the city. When the public has no option but to accept what is offered, the quality of transport service diminishes (Andreassen, 1994). It is essential to understand the satisfaction level of public transportation users. Different public transportation provided different values for the users, and each user may have different perceived values that affect each person's satisfaction level. Knowing the main factors that influence the satisfaction of the majority of the users can significantly help the service providers know their users and focus on the improvement base on the factors that affect the satisfaction level the most.
3 1.2 Statement of Research Problem People in Bangkok are facing high intensity of traffic congestion each day. Increased traffic congestion reflects the high number of vehicles on the road, one of the sources of particulate matter with a diameter of less than 2.5 micrometers (PM2.5), and the high volume of cars in Bangkok is still increasing every year. According to Sriprraparkorn (2009), traffic congestion in Bangkok dramatically affects the production of air pollution on the roadside and its surroundings due to the growth in vehicle population. With high traffic congestion on the road each day, public transportation is one option that can enable reducing the use of personal vehicles and lower the traffic congestion rate. Bangkok, the capital of Thailand, covers 1569 square kilometers with a population of 10.5 million. Public transportation services are essential in a big city such as Bangkok. They allow people without a vehicle to travel to different parts of the city. Many services are available in Bangkok, but the most critical services are the railway transit system and buses that are spread widely throughout the city. As a capital city and gateway to Thailand for tourists worldwide, service quality and standards are expected by all stakeholders. Maintaining user satisfaction should be a primary goal for all public service providers. Expanding and increasing the number of roads is another option, but it is very challenging in downtown areas where land is costly. The government has invested in building tollways already, but there are not enough to support the substantial increase in vehicles. Each year, the government spends enormous amounts of funds to maintain roads, and this work contributes to traffic congestion in many areas throughout Bangkok. With the increase of personal vehicles on the road, the public transportation sector needs to improve its service to encourage users to change their way of traveling each day. Further
4 enhancement of public transportation service quality requires a deeper understanding of the services. Service quality can be generally visualized as the sum of customer perceptions of the service experience (Johns, 1992). According to Parasuraman et al. (1985), service quality can be challenging to define and measure because it is an elusive and abstract concept. Traffic has always been one of the biggest problems that affects everyone who lives in Bangkok. Traffic congestion is one of the root causes contributing to an increased level of air pollution. Many previous governments have tried to solve this issue, but none have been successful so far. The failure of previous governments might be due to the city’s infrastructure limitations during those times, so the present government could learn from and choose to act to produce different results. Even though new vehicles are more environmentally friendly, many old vehicles are still in operation on the roads. Both old and new vehicles together make hotspots of traffic congestion throughout Bangkok. These hotspots of intense pollution affect everyone who is exposed to them little by little, causing deterioration of soft tissues and respiratory systems within the human body. Bangkok residents and commuters are the key players in the mission to lower the air pollution that affects the health of all residents. Without any action, life for Bangkok’s population will always be stressful because of health and traffic issues. Spending long hours on the road while working many hours a day, and spending on related medical expenses is a reality of life for many Bangkok residents. Mr. Arkhom Termpittayapaisith, Thailand’s former Transport Minister, stated that in 2018, around 1.4 million passengers used commuter trains in Bangkok. The government aims to increase that number to 5 million after all the capital’s planned electric train routes are completed
5 in 2023 (Jotikasthira, 2018). Improving service quality should increase the value perceived by customers, and this should lead to an increase in the number of users. Increase of service availability is a long-term improvement project that will let more commuters use public transportation instead of their personal vehicles that are already overloading the road system. It is important to understand the level of service quality standard as a measure of the performance provided to users. All public transportation service providers need to keep on maintaining or raising their service standards as time passes to maintain a competitive edge and attract users for their services. Each public transport service has different factors that influence and attract users, such as availability or price. Finding the relationship between selected factors and customer satisfaction will enable public transportation service providers to measure their current service quality. 1.3 Rationale and Purpose of Research As many public transportation service providers keep improving their services to maintain and increase the number of users, many public transportation users have different opinions and ways of thinking toward each service they are using. Some may prefer comfortable service, and some may prefer low expense service. It is essential to know the service user's quality standards and expectations toward the service. Improvement in the wrong direction may create a negative impact on current service users. There is a significant opportunity to increase the number of public transportation service passengers from those who are currently using their vehicles to travel in Bangkok. Service providers can convert personal vehicle users to public transportation riders instead of worsening traffic and environmental conditions in Bangkok.
6 1.4 Research Objectives This research study has identified selected factors of service quality and perceived value, and investigated customer satisfaction levels regarding the BTS Skytrain, MRT subway, and fan and air-conditioned bus services. It has also generated a regression equation that relates the five dimensions of service quality and perceived value with the overall service quality of the four main public transportation in Bangkok. 1.4.1 This research goal is to study the level of service quality (SERVQUAL), perceived value, and satisfaction of BTS Skytrain, MRT subway, and fan and air-conditioned bus service users. 1.4.2 To study the correlation between service quality and perceived value toward satisfaction of BTS Skytrain, MRT subway, and fan and air-conditioned bus service users. 1.4.3 To study the influence factors of service quality and perceived value toward satisfaction of BTS Skytrain, MRT subway, and fan and air-conditioned bus service users. 1.5 Scope and Delimitations of the Research The scope of this study focused on public transportation service quality and customer satisfaction in the Bangkok area, and did not include the surrounding provinces of Nakhon Pathom, Pathum Thani, or Samut Prakarn. One of the main contributors to air pollution is the traffic congestion that packs thousands of vehicles in certain areas for long periods, making the air within these areas dangerous to human health. Lowering the use of personal vehicles through the redevelopment of public transportation services to increase their usage will need further understanding of public transportation service quality, perceived value, and customer satisfaction.
7 This study focused more on understanding the factors that influence customer satisfaction, which might help to increase public transportation usage and reduce the use of personal vehicles, resulting in lower-traffic congestion in the Bangkok area. Public transportation users can provide feedback through questionnaires, which can describe real issues from firsthand sources. This study plans to achieve its goal by evaluating and investigating the factors that influence user satisfaction, and to suggest ways to increase the perceived value of each public transportation service. This research study aimed to collect data from respondents, analyze the results with different tools, and give recommendations for highly significant factors that influence customer satisfaction. 1.6 Research Questions This research study aimed to answer the following research question and give further insight into which variables are highly significant and positively influence the relationship between customer satisfaction and increased usage of public transportation services. The end goal is to increase satisfaction and decrease the use of personal vehicles in the Bangkok area. 1.6.1 To what extent are tangibility, reliability, responsiveness, assurance, empathy, time, and price correlated to the satisfaction of the BTS Skytrain, MRT Subway, BMTA fan bus, and BMTA air-conditioned bus service users? 1.6.2 To what extent do tangibility, reliability, responsiveness, assurance, empathy, time, and price significantly influence user satisfaction with BTS Skytrain, MRT Subway, BMTA fan bus, and BMTA air-conditioned bus services?
8 1.7 Benefits to be Derived from the Research 1.7.1 To understand the factors that influence service quality and perceived value towards satisfaction of customers who are using the BTS Skytrain, MRT subway, BMTA bus fan and airconditioned bus services. 1.7.2 To set guidelines for maintaining and improving the service quality for public land transportation service providers in the Bangkok area.
9 Chapter 2: Review of Related Literature 2.1 Introduction Public transportation service is one of the essential services in the Bangkok area. Bangkok covers 1,569 square kilometers of Thailand with a current population of 10.7 million. Bangkok is the business hub of Thailand, where many multinational organizations and businesses from all over the world have planted their operations. Based on the World Population Review (2021), 1.4 million of the population in Bangkok are foreigners from all around the world. Public transportation service reflects the economic growth of each country. The economic and environmental performance of cities can be enhanced by managing the connection between resources and important destinations effectively and expediting mass mobility growth by service providers (Bok and Kwon, 2016). Thailand's four important public transportation services are the Bangkok Mass Transit System (BTS) Skytrain, the Metropolitan Rapid Transit (MRT) Subway, and the Bangkok Mass Transit Authority (BMTA) bus service that is composed of fan and airconditioned buses that run throughout Bangkok. Public transportation services can become primary ways to travel in Bangkok rather than by personal vehicles to lower the existing environmental and traffic congestion problems. In comparison to the capital cities of many countries, personal vehicles are unnecessary because of the sophisticated public transportation services that can fully support traveling both within and outside the city. While the number of cars keeps rising, the number of old cars being retired is low. Most are resold in second-hand markets or disassembled for parts. Table 1 displays the number of new cars registered in Bangkok from 2010 until 2019. The average increase in the number of cars registered in Bangkok was 324,850 cars per year, or a ten-year total of 3,248,500 new vehicles.
10 This number did not include the vehicles already on the road. The spike during the years 2012 and 2013 was due to the government’s “first car policy” that motivated people who had never owned a car before to purchase one and get a rebate from the government of up to 100,000 Baht. More than ten million cars run on Bangkok’s roads consuming fuel and distributing pollution through their exhaust. At the same time, roads that have been used for decades are increasingly inadequate. Since the city’s road system can handle only a limited number of vehicles, people have to spend many hours on the road trapped in traffic congestion each day. Table 1. Number of New Private Cars Registered in Bangkok, Thailand, from 2010 to 2019 Source: New Registrations of Private Cars in Bangkok, Thailand, 2010–2019 Bangkok is well known for its traffic congestion during rush hour, which is before and after working hours, or on any rainy day. According to Table 2, Bangkok ranked number 10 out of the most congested cities in the world for the year 2020. A 44% congestion level in Bangkok meant that a 30-minute trip would take 44% more time than it would during uncongested baseline conditions. Bangkok’s congestion level has dropped by 9% since 2019. Compared with cities in other countries, if the government and individual citizens take no action, Bangkok will continue to be on the list of the 20 most congested cities in the world.
11 Table 2. World City Rankings of Traffic Congestion, 2020 Source: Traffic Index, 2020
12 Despite the improvement of public transportation services, many people in Bangkok still travel by private vehicles. The steady growth of private vehicle registration has impacted traffic conditions in Bangkok. According to the Department of Land Transport statistics, as of October 2020, there were 10,919,569 vehicles registered in Bangkok. Table 3 shows the breakdown of all 10,919,569 cars that were registered in Bangkok in different categories. Table 3. Number of Vehicles Registered in Bangkok as of 31 October 2020 Source: Number of Vehicles Registered in Bangkok, 2020 Bangkok’s Sky Train and Subway Each country has a different amount of resources available to spend in developing city infrastructure and services, including public transportation. Bangkok faces a big challenge to invest and develop its infrastructure and services such as Singapore has done due to differences in economic growth and foreign investment levels. As the economy of each country grows, it should improve the well-being of its citizens.
13 The Bangkok Mass Transit System (BTS) or the Sky Train is an elevated transit system in Bangkok. Throughout Bangkok, 52 BTS stations are in operation (Figure 1). They include the Sukhumvit Line, starting at Kheha Samutprakan station and ending at Wat Phra Sri Mahathat Station. The Silom Line begins at Bang Wa station and ends at the National Stadium Station. Currently, there are five mass transit lines available in Bangkok provided by the Sky Train and the Subway. As each year passes, more stations are being opened for service, giving more options to people traveling to different parts of Bangkok. These public transit lines eventually will reach the outer parts of Bangkok, allowing people to commute to work each day more easily (Figure 2). Completing different mass transit lines may significantly reduce the traffic in Bangkok (Map of Bangkok Mass Transit BTS/MRT/Airport Rail Link, 2020). Traffic throughout Bangkok has been impaired due to the construction of the sky train and subway railways. These projects have taken place simultaneously over extensive distances on different essential roads that people travel to work each day. Providing public transportation services by reaching out to possible service users does not mean that they will choose to use easy access. Understanding user capabilities and providing what is best for them will require further study to collect data and set up transport systems that users prefer to their current commuting methods. Many massive projects are being carried out in Bangkok. The complexity of the railway make it easier to travel to different places in a shorter time. Complexity means different railway lines are crossing paths, and perhaps trains can become the primary mode of transportation that people use to travel in Bangkok.
14 Figure 1. Map of Current Subway and Sky Train Route Open for Service in 2020 Source: BTS Route Map, n.d.
15 Figure 2. Complete Planned Map of Bangkok’s Subway and Sky Train in 2020 Source: The Cluster of Logistic and Rail Engineering, 2019
16 The completion of the railway will change Bangkok forever. In comparison, we can look at Tokyo City in Japan today. The expansion of urban areas will increase rapidly, especially the price of land in the outer parts of Bangkok. Businesses will no longer be required to compete for prime spots in a single area. With the completion of the railway, the government will introduce more policies that will enable better pollution control within the Bangkok municipal area. Bangkok Mass Transit Authority The Bangkok Mass Transit Authority (BMTA) has operated since 1907. According to its 2019 annual report, (Bangkok Mass Transit Authority, 2019) 438,414 passengers used BMTA service, of which 216,437 passengers used air-conditioned buses, 206,504 passengers used ordinary buses, and 15,473 passengers used the service with the state welfare smart card. The passenger numbers have dropped drastically since 2018, when there were 584,997 passengers. The total number of buses in Bangkok is 12,932, of which 3,005 buses (23.24%) are owned by the Bangkok Mass Transit Authority (BMTA). Another 9,927 buses (76.76%) are privately operated buses that run on specific routes. Four hundred fifty-six routes provide bus transportation services. Public Transportation Service Pricing Thailand’s sky trains are being operated by Bangkok Metropolitan Administration (BMA) and Bangkok Mass Transit System Plc (BTSC). The maximum fare is set at 44 Baht, but if a passenger travels through an extension that BMA operates, there will be an extra charge of 15 Baht, for a maximum 59 Baht per trip (Bangkok BTS-How to Use BTS Sky Train in Bangkok, 2020).
17 Two trips in a single day will add up to 118 Baht, which is 35% of the minimum wage in Thailand, which is 336 Baht per day (Thailand’s New Minimum Wages, 2019). Many BTS sky train users face a current issue because ticket prices are too high for them. BTS ticket prices in Thailand are 20% higher than in Singapore even though the cost of living and the minimum wage in Singapore are much higher than in Thailand (Tickets to Ride Too Expensive, 2019). Since the new extension and completion of many railway lines may drive ticket prices even higher, rail travel might not be an option for many low-income earners. Fan bus fares start at 10 Baht, air-conditioned bus fares start at 12 Baht, and the price for both services depends on the distance that the user is traveling. If one does not inform the ticket seller about the desired destination, then the user must pay the total distance of the trip. The maximum air conditioned fare price is 25 Baht, with two Baht charged if that bus line uses the tollway. People with minimum daily wage income prefer to use BMTA service because of its affordable price. Increase Service Availability Although new public transit lines will be constructed in the future, there would still be people who choose to own and use personal vehicles instead of using public transportation services, especially if it is not feasible for them. Those who already invested in purchasing vehicles would probably continue to use them, even if public transportation services reach in front of their homes. The exact number of vehicles on the road will result in the same traffic congestion. That is why policies may be needed to control personal vehicle ownership and use. Providing public transportation services by reaching out to commuters does not mean that they will choose to use these services. Understanding user capabilities and providing what is best for
18 them will require further study to collect and set up commuting systems that users will prefer to their current ways of commuting. 2.2 Concepts and Theories of Service Quality Lovelock (2001) defines service quality as a level of service that creates satisfaction for the service user, and that service must satisfy the needs, wants, and expectations at a minimum level. Service quality starts with a comparison between service expectations and service perceptions. If the service user receives what is expected, then that service has quality. Most services cannot be counted, measured, numbered, inventoried, verified, or tested to determine the quality. It is hard to understand and evaluate a service because it is intangible. (Zeithaml, 1981). Service quality is a conscious and intangible feeling. The quality of service cannot be easily defined like a merchandising business product. Quality of service can also be understood as a customer evaluation of a particular service and the extent to which it meets their expectations and provides satisfaction. Service providers regularly track their service quality by asking customers or users to rate them in their performance for different categories. Service quality within retail units is pivotal for satisfying customers, retaining them, and creating loyalty amongst customers. The concept of quality needs to be introduced into public transportation to meet the public's quality expectations (Ancarani & Capaldo, 2001). Continuous improvement of service quality to increase user satisfaction in a competitive market helps to increase the number of service users. Railway transit systems and buses are essential public transportation services in Bangkok that contribute to commuters and passengers traveling to and from different locations.
19 2.3 SERVQUAL Measuring the service quality in a business service, Parasuraman et al., (1985) developed SERVQUAL as a tool to evaluate the perception of service users toward the quality of service and as well as for the improvement of the service quality in the business. SERVQUAL is categorized into a multi-dimensional model comprised of tangibility, reliability,responsiveness, assurance, and empathy. This study aims to identify the level of service quality of these dimensions by finding and evaluating their relationships with customer satisfaction using railway and bus transit systems in Bangkok. 2.3.1 Tangibility Tangible things can be seen and touched with physical texture property that service users can perceive using the five senses. Tangibles are those facilities, equipment, tools, supplies, and manuals that can be seen and felt within the proximity of the service area (Parasuman et al., 1985). The total appearance of physical facilities, equipment, personnel, and any communication materials are considered tangibility factors that influence service quality. 2.3.2 Reliability Reliability shows the ability to provide services accurately, on time, and credibly as a promise to the user (Parasuman et al., 1985). The SERVQUAL factors of service reliability require consistency in the implementation of services and commitments to keep promises toward customers. Reliability is also considered the technical performance of a service, especially the service functioning, accuracy, and the ability to perform the services for the customers. It is essential to how services are structured and procedures are designed and evaluated for any
20 uncertain events during the service period. The lower chance of an unpredicted event to occur, the higher the reliability. 2.3.3 Responsiveness This SERVQUAL factor measures the ability to solve problems quickly, deal with customers’ criticisms effectively, and be willing to help customers and meet their requests (Parasuman, 1988). In other words, responsiveness is feedback from the service provider based on what customers want. Service providers need to integrate and improve their performance to retain their potential customers and obtain new customers. 2.3.4 Assurance This SERVQUAL factor creates credibility and guarantees for customers, which is considered through professional services, technical expertise, attitude, courtesy, good delivery of information, and communication skills to believe in the quality of the services. 2.3.5 Empathy Empathy is the caring, consideration, and the best preparation for customers to feel special and unique while using the service, and that they are always welcome at anytime and anywhere. Personal feeling factors are the core of this attribute, and the more caring the service provider is to customers, the more customer understanding increases. 2.4 Customer Perceived Value The perceived value or a consumer’s overall assessment of a product’s utility is based on perceptions of what is received and given (Zeithaml, 1988). Customer value must be the goal for the organization’s existence, and indeed, for its sustainability. As these words indicate, customer value creation has become a strategic mission in building and sustaining a competitive advantage (Wang et al., 2004).
21 Organizations increasingly recognize that perceived value is a crucial factor in strategic management (Mizik & Jacobson, 2003). Service providers structure their core businesses around serving the customer to build trust and loyalty toward their service. A service’s product must provide more excellent value to customers to create a strong bond between them and the service provider. 2.4.1 Price Any customer would want to pay a reasonable price for any service or product and does not want to overpay. The worth of a service depends on how it stacks up against other options. If the service is better than the average product, then it is worth more than average. Service users are often willing to reduce the service expectation if they can purchase the service at an economical price. The customers’ perception of value determines which service they are looking for when there are many different options in the market. Varki and Colgate (2001) state that price perception has a significant impact on consumer satisfaction. Pricing predefines the service expectation and performance outcome that is the basis for sales and consumer loyalty. Pricing is crucial to achieve and maximize profit by increasing the number of service users. 2.4.2 Time The value of time usually refers to the costs of the time a passenger spends on the trip, and the benefit is based on the amount that a passenger is willing to pay to save time (Wardman, 2004). The mode of transportation influences the time factor because the amount of time needed to reach a given location differs according to which mode of transportation is used, and some locations can only be reached by using certain forms of transportation.
22 Most people view time to spend traveling as a cost or inefficient use of the time to gain monetary benefit. Galetzka et al. (2018) state that some people may enjoy travel time and can be experienced intrinsically as meaningful and pleasurable. Becker (1965) states that an hour spent on a meaningful activity is more valuable than an hour spent on a less valuable activity. Each person defines the value of time differently from one another. 2.5 Customer Satisfaction Kotler & Keller (2012) define satisfaction as a feeling of fulfillment or disappointment that results from the experience of comparing a product or service against an expected product or service. Researchers and academicians highlight the importance of customer satisfaction. A person's feeling of pleasure or disappointment can result from comparing a product's perceived performance or outcome against expectations (Kotler & Keller, 2006). Positive customer satisfaction affects the profitability of nearly every business. Consumers are subjects who purchase goods and services to satisfy their needs. Consumer behavior begins with deciding what, when, where, and how to buy goods and services. While service quality and consumer satisfaction have certain things in common, satisfaction is viewed as a more general concept, while service quality assessment focuses on the dimensions of service (Zeithaml et al., 2006).
23 2.6 Hypotheses H1a: The tangibility dimension of service quality has a significant influence on user satisfaction with the BTS Skytrain, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H1b: The reliability dimension of service quality has a significant influence on user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H1c: The responsiveness dimension of service quality has a significant influence on user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H1d: The assurance dimension of service quality has a significant influence on user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H1e: The empathy dimension of service quality has a significant influence on user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H1f: The perceived value of time influences user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H1g: The perceived value of price influences user satisfaction with the BTS skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. 2.7 Null Hypotheses H0a: The tangibility dimension of service quality does not influence user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H0b: The reliability dimension of service quality does not influence user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H0c: The responsiveness dimension of service quality does not influence user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services.
24 H0d: The assurance dimension of service does not influence user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. H0e: The empathy dimension of service quality does not influence user satisfaction with the BTS Skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services.H0f: The perceived value of time does not influence user satisfaction with the BTS Skytrain service. H0g: The perceived value of price does not influence user satisfaction with the BTS skytrain service, MRT Subway, Fan Bus, and Air-conditioned Bus Services. 2.8 Conceptual Framework The literature review and different related research materials on service quality concepts, perceived value concepts, and customer expectation and satisfaction theories contributed to developing the conceptual framework. This research studies service quality and perceived value toward the satisfaction of BTS Skytrain, MRT subway, BMTA fan, and air-conditioned bus service in the Bangkok area by adapting the SERVQUAL model.
25 Figure 3. Conceptual Framework Key Variables Relationship
26 Chapter 3: Research Methodology This research study used a mixed methods research that is composed of both qualitative and quantitative data, including the use of a focus group and a questionnaire respectively. Data was collected in order to understand commuters’ views of public transportation service quality and user satisfaction. Input and feedback in the form of a survey questionnaire helped to point out issues that users and commuters are facing. The questionnaire was in digital form and consisted of pre-coded questions for which answer options were provided. 3.1 Population and Sampling Frame The target population of this research was anyone who have used the public transportation services at least once in a week. According to World Population Review records of 2021, the estimated total population of Bangkok is about 10.7 million. This study used Taro Yamane’s formula confidence level of 95% and 5% sampling error (Yamane, 1973). The calculated sample size was equal to 400 people. So for this study, 400 questionnaires were collected using a Quota Sampling method by dividing the overall sample into 100 BTS Skytrain users, 100 MRT Subway users, 100 BMTA fan buses, and 100 BMTA air-conditioned bus services in Bangkok.
27 3.2 Research Design Proper planning helps to identify and know sample groups, targets, and locations. Focusing data collection on specific targets helps to overcome the difficulty of collecting data from a large population. Finding a representative sample from which to collect data can help this research to be more precise in quantitative testing. Data collection is one of the most critical parts of this research because it will address the factors in composing new policies that the government should issue and implement. With the limited timeframe and resources, a quota sample with a convenience approach in handing out surveys was adopted because it was the best fit for this study as it was swift, uncomplicated, and cost-effective. Using a convenience sampling method, a scannable QR code was handed out to passengers of four types of public transportation. The 400 samples were divided into 100 samples each for passengers on the BTS Skytrain, MRT subway, BMTA fan and airconditioned bus service in Bangkok area. 3.3 Method and Procedure The method used to gather the data was multiple-choice Likert scale items for most survey questions with answer categories for respondents to choose. Respondents read the questions on the screens of their own electronic devices and answered the questions. The questions were divided into three parts: the first part was information about public transportation; the second part was about the level of service quality according to each selected factor, and the third was the satisfaction level of the public transportation user. Each answer was scaled with points that were used in calculation and analysis.
28 A focus group of public transportation users was also organized. This allowed public transportation users to think critically about ten discussion questions and share their personal experiences and possible solutions to solve the questions or problems that were identified. The focus group session was audio recorded to avoid overlooking data that was not noticed by the researcher and organizer, and to avoid embarrassment from video recording that might inhibit participants from fully expressing their ideas and ways of thinking. The audio recording was further reviewed and all the important testimonies shared by the public transportation users were transcribed. The main discussion ideas were used for further evaluation of the public land transportation systems in Bangkok. The only criteria to be a respondent for this study was to be a passenger who used one of the four public transportation options. To avoid bias and clustering of respondent at a single station or bus stop, the researcher rode each type of public transport and distributed the QR code to the public transport passengers. Since the researcher was working full-time while conducting this study, data collection was done after working hours in the late afternoon, evenings, and on weekends. Behavior and opinions of the public transportation users during morning and midday may have been somewhat overlooked. By riding on specific public transportation routes, the researcher distributed the QR code questionnaire and scattered it to different areas in Bangkok, because each passenger had different starting and ending stations. By distributing the surveys inside the public transport, the researcher could be sure that the questionnaire reached the target respondents for each type of transportation service. Figure 4 was the data collection schedule for each type of public transportation.
29 Figure 4. Data Collection Plan March 2021 Sunday Monday Tuesday Wednesday Thurday Friday Saturday 1 2 3 4 5 6 7 8 9 10 BMTA (Fan)- 133 Wat That ThongKhan Keha Bangplee 6PM-8PM 11 BMTA (Fan)-77 Sathu PraditMochit 5PM-9PM 12 BTS PhrakanongMochit 4PM-6PM 13 14 MRT Tha PhraChatuchak 10AM-4PM 15 BMTA (AC)-60 SuanSiam-Pak Klong Talad 4PM-9PM 16 BMTA (AC)-60 SuanSiam-Pak Klong Talad 4PM-7PM 17 BMTA (Fan)- 2 Minburi-Victory Monument 4PM-7PM 18 BMTA (Fan)- 2 Minburi-MBK 4PM-7PM 19 BMTA (Fan)-8 MochitiHualumpong 4PM-7PM 20 21 BTS Samrong-Mochit 9AM-2PM 22 MRT SukhumvitHualumpong 5PM-8PM 23 BMTA (AC)-60 SuanSiam-Pak Klong Talad 4PM-9PM 24 BMTA (Fan)- 133 Wat That ThongKhan Keha Bangplee 6PM-8PM 25 BMTA (AC)- 2 SuanSiam-Rama9 4PM-6PM 26 BMTA (Fan)-71 SuanSiam –Wat That Thong 4PM-7PM 27 28 BTS Samrong-Mochit 9AM-2PM 29 MRT SukhumvitHualumpong 5PM-8PM 30 MRT SukhumvitHualumpong 5PM-8PM 31 MRT SukhumvitHualumpong 5PM-8PM April 2021 Sunday Monday Tuesday Wednesday Thurday Friday Saturday 1 PhrakanongVictory Monument 4PM-6PM 2 PhrakanongMochit 4PM-6PM 3 4 MRT Tha Phra-Tao Poon 10AM-3PM 5 MRT SukhumvitHualumpong 5PM-8PM 6 (Chakri Day) BTS Phrakanong-Mochit 10AM-4PM 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
30 3.3 Research Instrument The questionnaire was developed by the researcher for this study, and questions were divided into four main categories: 1) demographic data and service usage behavior, 2) level of service quality, 3) level of user’s perceived value, and 4) user satisfaction. The questionnaire is shown in Appendix 2. Its format started by asking for a respondent’s simple personal information. The first section was composed of nine questions that took around 3-5 minutes to answer; most questions were multiple choice questions with boxes to be checked when answering. The multiple choice questions also asked about the behavior and usage of public transportation services in their daily lives. The second part inquired about subcategories of service quality factors, and each question rated the level of service quality for each public transportation service type. Part 3 was based on customer perceived values, which were time and the price of the public transportation service. Part 4 was based on the user’s satisfaction level when using the public transportation service. The questions from this section were categorized into five subcategories composed of safety, service and facilities quality, personnel, pricing, and public relationship and information delivery. Understanding service user demographic characteristics was very important so that service providers can maintain or improve their service. In analyzing the data, tables and frequencies were used to analyze the demographic profile of respondents. Personal information and public transportation usage were analyzed using frequency and percentage. Finding the mean score would help service providers understand more about the general population who are using their service, and the standard deviation will help to differentiate different types of users who use the service each day.
31 3.3.1 Rating Variables The scoring of the variables in the research instrument was according to a Likert scale that divided the range of opinions into five levels. Each range of opinion level was interpreted by finding the average scores. The range of each level was calculated using 0.8 as shown below: Range = (highest score – lowest score)/ level of range = (5-1)/5 = 0.80 The interpretation of the five levels of agreement according to the criteria: An average score of 4.21 – 5.00 meant that respondents Strongly Agreed An average score of 3.41 – 4.20 meant that respondents Agreed An average score of 2.61 – 3.40 meant that respondents were Neutral An average score of 1.81 – 2.60 meant that respondents Disagreed An average score of 1.00 – 1.80 meant that respondents Strongly Disagreed The interpretation of the level of satisfaction according to the criteria: An average score of 4.21 – 5.00 meant that respondents were Very Satisfied An average score of 3.41 – 4.20 meant that respondents were Satisfied An average score of 2.61 – 3.40 meant that respondents were Neutral An average score of 1.81 – 2.60 meant that respondents were Dissatisfied An average score of 1.00 – 1.80 meant that respondents were Very Dissatisfied 3.4 Testing the Instrument 3.4.1 Testing Validity: Item Objective Congruence (IOC) The questionnaire was assessed and verified by five experts. Three of them were business researchers, and one was a transportation field expert. The last expert was from the field of
32 marketing, and was enormously knowledgeable in use of the SERVQAUL model. Using ItemObjective Congruence (IOC), the questionnaire was rated with scores of -1, 0, or 1 for each question. Many questions were recommended for removal due to having the same meaning. Some questions were double-barreled questions, which were improved by separating them into two questions with more precise queries. An expert also recommended a change in the conceptual framework to make this study more meaningful. Recommendations from the experts were beneficial because of their long experience in doing research, and they were able to give feedback that made the questionnaire more approachable from the respondent’s perspective. Item Objective Congruence (IOC) helped to certify question validity, which means that the question was on topic and that the data being gathered can be used to fulfill the study's objectives. The sum score for IOC was 0.87, with a score of 46.2 out of 53. With a score of more than 0.75, the questionnaire was considered coherent and acceptable for collecting data from the respondents. 3.4.2 Testing Reliability: Cronbach’s Alpha After collecting 10% of the data from 40 respondents, this data was tested for internal consistency by using Cronbach Alpha. The Statistical Package for the Social Sciences (SPSS), a powerful statistical software package, was used to calculate the results. By adjusting all the Likert-scale answers into a correct format, the Cronbach’s Alpha was found. Appendix 3 shows the results of the Cronbach’s Alpha testing, with an overall score of 0.975 that is considered excellent. Appendix 3 also shows the individual scores for each question.
33 Figure 5. Cronbach Alpha Scale 3.5 Analysis 3.5.1 Descriptive Statistics In Part 1, the statistics used in analyzing were the basic statistics that were used for data analysis and presentation. The descriptive analysis helped to depict and describe the general characteristics of the sample group. In Part 2, 3, and 4, the statistics used in the analysis were Mean (x̅) and Standard Deviation (S.D) for data analysis and presentation. The descriptive analysis portrayed and described the independent and dependent variables. 3.5.2 Inferential Statistics 3.5.2.1 Pearson’s Correlation Coefficient Pearson's correlation coefficient was used to analyze the relationship between two variables (bivariate) measured at intervals, or ratios, where the relationship between the data was linear. The correlation coefficient can be calculated from the formula = (∑ ) √∑ ∑
34 The r value is between -1 and +1. If r > 0, the two variables are positively correlated or correlated in the same direction. If r < 0 means both variables are negatively correlated or correlated in opposite directions. If r = 0, it means the two variables are not linearly correlated with each other. The relationship levels can be divided as follows: Table 4. Correlation Coefficient Level Explanation Based on Best (1977) Correlation Coefficient Correlation Level Explanation 0.00 No Correlation 0.00-0.20 Very Low Level of Correlation 0.21-0.50 Low Level of Correlation 0.51-0.80 Medium Level of Correlation 0.81-1.00 High Level of Correlation 3.5.2.2 Multiple Regression Analysis Multiple regression equation uses two or more independent variables to predict the value of the dependent variable. Multiple regression equations can be used in the study of independent variables that have influence or use for predict dependent variables, which can be written in the form of Multiple Linear Regression Equation as follows: Y = b0 + b1X1 + b2X2 + B3X3 … + BkXk Y is the value obtained from the forecast. B0 is a constant obtained by substituting the dependent variable Y and the measured independent variable. k is the number of independent variables in the regression equation X1, X2, X3, …, Xk are independent variables b1, b2, b3, …, bk are the coefficients of multiple regression of the independent variables.
35 Preliminary Agreement in Using Regression Analysis 1. Each independent variable has a linear relationship with a dependent variable. It can be determined by the characteristic of data distribution in the scatter plot between the independent and dependent variables. 2. The variance of the error in the forecast (residual) of all the variables was constant (homoscedasticity). The preliminary review of the agreement by considering the distribution of the scatter plot, the relationship between the estimation of Y values in the form of regression standardized predicted value, and the regression standardized residual values are scattered around the zero areas. 3. Each independent variable was related to or independent of the other variables (autocorrelation). Correlation should not exceed 0.75 (Berry & Feldman, 1985) because it can result in multicollinearity. Multicollinearity means that the independent variables are highly correlated, causing the decision coefficient (R 2 ) to be overrated. By testing and checking the Durbin-Watson, if the Durbin-Watson value is between 1.5 and 2.5, the two variables are independent of each other. 4. The average error was equal to zero and can be tested by looking at the residual statistics table to see if the standardized predicted value = 0.0 and the standardized residual value = 0.0, then the average deviation is zero. 5. The distribution of variables was according to the normal curve (Normal Distribution) where all the values of X were verified by using the error values to draw a histogram diagram. If the graph depicts a bell curve, it means that it is a normal distribution.
36 3.6 Ethical Considerations Safety and protection of respondent privacy are critical parts of doing research. Respondents' personal information was not used for any commercial activity or passed on to third parties. All data that was collected was stored in a safe location that was accessible only to the researcher. Sometimes researchers might be eager to find more information about respondents, but invading their privacy would be unethical and prohibited throughout the study process. The survey and methodology explaining the data collection procedure was submitted to the MBA Program Institutional Review Board to ensure that the research complied with ethical guidelines for research with human subjects, and it was approved. People who participated in answering the survey needed to be willing to answer the questions to the best of their ability. It was essential to provide brief details about the study before allowing respondents to scan the questionnaire's QR code. Most questions were based on the opinions of users about the services that they had experienced. Different people have different experiences, and they should not be judged based on their answers. Understanding and accepting respondents' answers were necessary; they have a right to feel and react to any bad or good experience they may have had while using public transportation. Their opinions might be highly negative toward the service provider, but they are paying for the service and experiencing it first hand, so that was why respondents have every right to express their suggestions and opinions. The method of collecting data for this study was based on concern for the respondents. There was minimal contact between researcher and respondents because of the ongoing COVID19 pandemic to safeguard the respondents and the researcher. The collection method was based
37 on handing out a QR code that required only a few seconds of conversation before a respondent could keep walking with a piece of paper. The respondents could answer the questionnaire at their own pace and convenience to avoid any discomfort, pressure from other people, or time pressure. There was no reason for the respondents to feel insecure when answering the questionnaire because there was no tracking or marks that would allow the researcher or anyone else to trace the answers back to respondents. The privacy and safety of respondents were the top priorities in this study. After receiving the paper, the respondent was free even to choose not to respond to the questionnaire. One question set took an average of five to eight minutes to answer, depending on the ability to read of each person. The questionnaire was designed to be short and compact, not to pressure or scare away the respondents after seeing it.
38 Chapter 4: Findings and Discussion 4.1 Research Findings The important objective of this research is to study the influence of service quality factors (Tangibility, Reliability, Responsiveness, Assurance, Empathy) and perceived value factors (Price and Time) toward public transportation service user satisfaction. The sample group for this study is based on 400 public transportation service users composed of the BTS Skytrain, MRT Subway, BMTA bus services divided into 100 respondents for each category. The results of the research study will be presented according to the following order. Part 1: The demographic characteristics of respondents. Part 2: Information regarding factors in service quality, perceived value, and satisfaction of public transportation users. Part 3: Information on the relationships between service quality, perceived value, and satisfaction of public transportation users. Part 4: Information on the ability to predict the satisfaction of public transportation service user based on service quality factors, perceived value factors, and perceived value factors. Part 1: Demographic Characteristics of Respondents Table 5 shows that majorities of the 400 public transport users who were surveyed were female (65%), aged 29 or less, (64%), students or private sector employees (80%), and earned 30,000 Baht per month or less (80%). Since nearly 40% of respondents were students, this undoubtedly influenced responses about income levels.
39 Table 5. Respondent Demographic Characteristics and Public Transport Usage Behavior (N = 400) Demographic Characteristics and Usage Behavior N Percent 1. Gender - Male 139 34.75 - Female 261 65.25 2. Age - Below 20 Years of Age 93 23.25 - 20 - 29 Years of Age 161 40.25 - 30 - 39 Years of Age 77 19.25 - 40 - 49 Years of Age 30 7.50 - 50 Years of Age or More 39 9.75 3. Occupation - Government Official/State Employee/ State Enterprise Employee 21 5.25 - Private Sector Employee 170 42.5 - Business Owner/Freelance 30 7.50 - Farmer/Fisherman 1 0.25 - Laborer/General Contractor 9 2.25 - Househusband/Housewife/Retired/Unemployed 7 1.75 - Student 151 37.75 - Pastor/Nun/Priest 3 0.75 - Others 8 2.00 4. Income - Less than 15,000 Baht 196 49.00 - 15,001 - 30,000 Baht 124 31.00 - 30,001 - 45,000 Baht 40 10.00 - 45,001 - 60,000 Baht 25 6.25 - 60,001 - 75,000 Baht 4 1.00 - More than 75,000 Baht 11 2.75 5. Public Transportation Usage Behavior (Respondents May Answer More Than One Option) 5.1 Weekly Usage Frequency - 0-3 Times Per Week 326 31.5 - 4-7 Times Per Week 264 25.5 - 8-11 Times Per Week 237 22.9 - More Than 12 Times Per Week 209 20.2 5.2 Time of Day of Frequent Usage - 6:01 am - 9:00 am 281 29.5 - 9:01 am – 4:00 pm 344 36.2 - 4:01 pm – 7:00 pm 244 25.7
40 Demographic Characteristics and Usage Behavior N Percent - 7:01 pm – 6:00 am 82 8.6 Question numbers 5.1 and 5.2 are the sum of answers from all four types of transportation services, and some users may use services in different combinations each day. Respondents could answer more than one option or choose not to answer, making the total number of respondents for each option different. A majority of respondents used public transportation 7 times per week or less (57%), and usage times were almost evenly spread throughout the day. Evening usage (after 7.00 pm) was the least frequent category (8.6%). Part 2: Public Transport User Opinions Regarding Service Quality, Perceived Value, and Overall Satisfaction In Table 6, the average mean score of BTS Skytrain user satisfaction was 3.48 (S.D. = 0.93) out of 5.00, which indicated that they were satisfied with most dimensions of the service quality. Table 6. User Opinions Regarding BTS Skytrain Service Quality (N=100) Service Quality Mean S.D. Level of Agreement 1. Tangibility 3.42 0.95 Agree 2. Reliability 3.48 0.96 Agree 3. Responsiveness 3.36 0.91 Neutral 4. Assurance 3.71 0.89 Agree 5. Empathy 3.51 0.91 Agree Average 3.48 0.93 Agree The highest-rated dimension for the BTS Skytrain service quality was assurance, with a mean score of 3.71. It reflects that the passengers of the BTS Skytrain agree with the statements regarding the assurance factor of BTS Skytrain service. The passengers think highly of the ticket service that can calculate ticket sales correctly, and the service staff can respond to inquiries and give advice, while the ticket sellers can give fast service.
41 The second most rated factor of the service quality of the BTS Skytrain service is empathy, with a mean score of 3.51. The passengers agree that the BTS Skytrain service cares for pregnant women, children, the elderly, and people with disabilities so that there is equality in the BTS Skytrain service for all passengers. The BTS Skytrain service personnel show care for the users throughout the service and are willing to listen to suggestions or complaints. The lowest score was for responsiveness (Mean score of 3.36), which indicated that users had a neutral level of agreement toward the responsiveness of the BTS Skytrain service. The BTS Skytrain service passengers were neutral toward the service staff having good interpersonal relations, resolving problems immediately, and actively providing needed services. Table 7 reflects the perceived value average mean score of 3.15 (S.D. = 0.94), which shows that BTS Skytrain users’ are neutral toward the overall perceived value of the service. Table 7. User Opinions Regarding BTS Skytrain Perceived Value (N=100) Perceived Value Mean S.D. Level of Agreement 1. Price 2.96 1.20 Neutral 2. Time 3.48 0.99 Agree Average 3.15 0.94 Neutral The users agree with the perceived value of time with the mean score of 3.48 (S.D. = 0.99), meaning that the BTS Skytrain service operating hours are convenient for users, and using public transportation service is faster than traveling in a private vehicle. The passengers also think that the BTS Skytrain is punctual. The passengers are neutral, however, toward the perceived value of the price of the BTS Skytrain service with a mean score of 2.96 (S.D. = 1.20). Under the price factor for the service quality, the passengers are not so enthusiastic about the types of tickets for traveling, nor that the promotional campaigns and ticket fare prices are suitable given the convenience and speed. The passengers are reluctant to respond to promotions or discounts during important days such as
42 passenger birthdays, National Father's Day, and National Mother's Day. They may also doubt that fare prices are suitable for the distances that they travel. Table 8 reflects that BTS Skytrain users are generally satisfied the service provided with average mean score of 3.47 (S.D = 0.98). Table 8. BTS Skytrain User Satisfaction Levels (N=100) Satisfaction Mean S.D. Level of Satisfaction 1. Safety 3.59 0.96 Satisfied 2. Facilities 3.20 1.05 Neutral 3. Personnel 3.61 0.88 Satisfied 4. Information 3.46 1.04 Neutral Average 3.47 0.98 Satisfied By looking at the scores for each category, the users are satisfied with the service of the BTS Skytrain personnel (Mean score of 3.61), such as driving skills and accuracy in answering questions. They are satisfied with the neat dressing, courteous manners, and polite service provided by the staff. The second most highly rated factor is safety with the mean score of 3.59. Users are satisfied with the strong handrails, straps for holding, and the warning system while doors are opening or closing. There is also emergency equipment such as a fire extinguisher and glass breaker installed in each train car. There is adequate lighting along the way up to and down from the stations. The passengers are satisfied with the Closed Circuit TV cameras in the stations and vicinity to ensure their safety. The lowest rated category for the BTS Skytrain service was the facilities (Mean score of 3.20). The passengers were neutral regarding the spacious area and seats on the station platforms. The multiple ways to purchase BTS tickets is a must for a superior public transportation service like the Skytrain, while passengers are looking for restrooms to be available within the stations.