43 Table 9. Shows users level of agreement with the quality of the MRT Subway service with an average mean score of 3.54. Table 9. User Opinions Regarding MRT Subway Service Quality (N=100) Service Quality Mean S.D. Level of Agreement 1. Tangibility 3.59 1.03 Agree 2. Reliability 3.48 1.04 Agree 3. Responsiveness 3.48 1.00 Agree 4. Assurance 3.53 1.00 Agree 5. Empathy 3.55 0.99 Agree Average 3.54 1.02 Agree The service quality dimension of tangibility scored the highest rating from service users; they agreed that the vehicles are in good condition and the interiors are clean. There are sensors to control the closing and opening of the doors to let users know about movement of the doors in advance so that they may avoid any accidents from happening. A sound beeps every time that the door is about to open or close. Service users agree that the seats in the vehicle are comfortable, and there are wheelchair locking straps for disabled people who are using wheelchairs. The second most rated service quality factor is empathy, where the service users agree that the MRT Subway service cares for pregnant women, children, the elderly, and disabled persons. Users also see equality in the MRT Subway service where all passengers are treated equally, and all service personnel are caring and listening to suggestions or complaints from all passengers. The lowest score of the MRT Subway service quality was the factor of reliability, which is related to the operating hours and interruption of operations such as vehicle break downs. Another factor rated equally by the passengers was the responsiveness factor related to the service staff solving problems, answering inquiries, and actively helping all passengers in need. Even though factors of reliability and responsiveness were the lowest of all five factors, both
44 were still considered in the range indicating that passengers agreed with the statement, and the total mean score for both was 3.48. Table 10 shows that the MRT Subway users were neutral toward the perceived value of the service with an average mean score of 3.21. Table 10. User Opinions Regarding MRT Subway Perceived Value (N=100) Perceived Value Mean S.D. Level of Agreement 1. Price 3.01 1.17 Neutral 2. Time 3.54 1.08 Agree Average 3.21 1.14 Neutral MRT users agree with the perceived value of time, saying that the MRT Subway service operating hours are convenient for the passengers, and using public transportation service is faster than traveling in private vehicles. The passengers also think that the MRT Subway service is punctual, as the arrival time of the next train is shown on the information screen allowing the passengers to plan their time correctly on arrival at their destination. The MRT Subway users were neutral toward the value of the MRT Subway service pricing with a mean score of 3.01. The passengers were neutral toward the types of ticket available for traveling and the ticket fare prices suitable with convenience and speed. The MRT Subway service users also felt neutral that promotional campaigns were suited to the needs of passengers and that prices were fair and suitable for trip distances. Table 11 shows that the average mean score of MRT Subway service satisfaction was in the range of 3.50 out of 5.00, which reflected that users were satisfied with the service.
45 Table 11. MRT Subway User Satisfaction Levels (N=100) Satisfaction Mean S.D. Level of Satisfaction 1. Safety 3.62 1.12 Satisfied 2. Facilities 3.17 1.16 Neutral 3. Personnel 3.65 1.12 Satisfied 4. Information 3.57 1.12 Satisfied Average 3.50 1.13 Satisfied The MRT Subway service users were satisfied with the driver’s driving skills, and the service staff were dressed neatly. Users were also satisfied with the accuracy in answering information inquiries, service staff manners and personality, service which was carried out with courtesy and politeness. The second most highly rated category was the service safety. Users were satisfied with the emergency equipment such as fire extinguishers or glass breakers installed in vehicles, and the warning system for doors opening or closing. The passengers were satisfied with the strong handrails, straps for holding on, adequate lighting along the way up and down the station, and the appropriate speed for traveling to avoid accidents. The MRT Subway service users were satisfied with the CCTV within the station and the safety against all types of crime throughout their trips. The MRT Subway users rated the facilities lowest with a mean score of 3.17 out of 5.00. The passengers were neutral about the spacious area on the station’s platforms because it is underground, and there are limits to the availability of space on the waiting platforms. The passengers were also neutral about the automated teller machine (ATM) within the train station and the multiple ways to allow ticket purchasing. The passengers were also neutral about the level of comfort inside the train and restroom availability within the stations. Table 22 show an average mean score of 2.46 (S.D. = 1.06), which reflects disagreement of users toward the quality of BMTA fan bus service.
46 Table 12. User Opinions Regarding BMTA Fan Bus Service Quality (N=100) Service Quality Mean S.D. Level of Agreement 1. Tangibility 2.06 0.95 Disagree 2. Reliability 2.56 1.08 Disagree 3. Responsiveness 2.49 1.12 Disagree 4. Assurance 2.89 1.11 Neutral 5. Empathy 2.70 1.17 Neutral Average 2.46 1.06 Disagree The assurance dimension of the service quality for BMTA fan bus service received the highest rating, with a mean score of 2.89 out of 5.00. The BMTA fan bus users were neutral toward the service quality factor of the assurance. The assurance factor included providing service quickly and correctly in selling tickets, responding to inquiries, and giving advice. The second highest-rated mean score was for the service quality factor of empathy, with a mean score of 2.70. MRT Subway service users were neutral toward caring for pregnant women, children, elders, and disabled people. The users also felt neutral toward the equality of the service, and service personnel listening to user suggestions or complaints. The lowest rating of all factors was tangibility. The BMTA fan bus service passengers gave a mean score of 2.06. The passengers’ disagreed that the vehicles were in good condition, their interiors were clean, and sensors controlled the closing and opening of doors. The passengers also disagreed that the bus stops were clean and the seat were comfortable on the BMTA fan bus service. The perceived value of BMTA fan bus service in Table 13 reflected disagreement from users, with an average mean score of 2.60 (S.D. = 1.22) Table 13. User Opinions Regarding BMTA Fan Bus Service Perceived Value (N=100) Perceived Value Mean S.D. Level of Agreement 1. Price 2.65 1.23 Neutral 2. Time 2.51 1.21 Disagree Average 2.60 1.22 Disagree
47 The perceived value of price received a neutral rating from BMTA service users with a mean score of 2.65. The users were neutral that ticket fares were suitable for the distance, convenience, and speed of the service. The users were also neutral toward the promotions or discounts during important days or promotional campaigns. BMTA fan bus service users rated the perceived value of time with a mean score result of 2.51. The passengers disagreed with BMTA fan bus service operating hours. The passengers also disagreed that using the fan bus service was faster than traveling in private vehicles because the service was not punctual. Table 14 shows the overall satisfaction level with the BMTA fan bus service, which reflected a satisfaction level with an average mean score of 2.51. Table 14. BMTA Fan Bus Service Users Satisfaction Levels (N=100) Satisfaction Mean S.D. Level of Satisfaction 1. Safety 2.52 1.29 Unsatisfied 2. Facilities 2.37 1.24 Unsatisfied 3. Personnel 2.82 1.20 Neutral 4. Information 2.35 1.26 Unsatisfied Average 2.51 1.25 Unsatisfied The users were neutral toward the personnel category of the BMTA fan bus service, with the mean score of 2.82, reflecting that passengers were neutral about the accuracy of answers inquire information, dress of the service staff, driving skills, and service staff manners and personality. The second most highly rated service category was the safety of the BMTA fan bus service, with a mean score of 2.52. The BMTA fan bus service users were unsatisfied with the handrails and straps, adequate lighting, and vehicle traveling speed. The BMTA fan bus users were also unsatisfied with emergency equipment such as fire extinguishers or glass breakers in vehicles and
48 the lack of warning signals when the doors were opening or closing to help passengers avoid accidents. The users were also unsatisfied with the safety against all types of crime since no CCTV system had been installed in the buses or vicinity of bus stops. The lowest rating was the information category of BMTA fan bus service with a mean score of 2.35. The passengers were not satisfied with the announcement of the next stop, the location names in vehicles, and the route map that should be displayed at bus stops. The passengers were also looking for fare price information or announcements regarding various promotional campaigns, or even announcements of delays or any unexpected incidents. Table 15 shows an average mean score of 3.14 (S.D. = 0.93) for the quality of the BMTA air-conditioned bus service. Table 15. User Opinions Regarding Air-Conditioned Bus Service Quality (N=100) Service Quality Mean S.D. Level of Agreement 1. Tangibility 3.01 0.94 Neutral 2. Reliability 3.23 0.95 Neutral 3. Responsiveness 3.01 0.85 Neutral 4. Assurance 3.30 0.93 Neutral 5. Empathy 3.26 0.98 Neutral Average 3.14 0.93 Neutral Assurance received the highest rating fora service quality factor with a mean score of 3.30. The users were neutral toward the ticket service selling onboard and service staff who could respond to inquiries and give advice regarding bus stops and how to get to their destinations. The second highest-rated service quality factor was the empathy factor, with a mean score of 3.26 (S.D. = 0.98). The service users were neutral toward equality in service, along with caring for passengers by listening to suggestions or complaints. The users were neutral that the service provider cared for pregnant women, children, the elderly, and people with disabilities.
49 This may be because on the bus, passengers must request assistance if they need it, since only one service staff was assigned to sell tickets on a bus. The tangibility dimensions were rated by the users with a mean score of 3.01 as one of the two lowest service quality factors. The users were neutral that the vehicle's interior was clean and that the bus has the right air temperature for the passengers. Users were neutral regarding a sensor system for the doors, the general condition of buses, the comfort the seats, and posted information about fares on buses. Another factor that received the same mean score rating as tangibility was the responsiveness factor of service quality in BMTA air-conditioned buses. Responsiveness received a mean score of 3.01, which reflected that the service staff were assisting, resolving inquiries and problems, and actively providing service. Table 16 shows the level of agreement regarding the perceived value of BMTA Airconditioned bus service, which received an average mean score of 3.21 (S.D. = 1.06) reflecting that users were neutral toward the perceived value of the service. Table 16. User Opinions Regarding BMTA Air-Conditioned Bus Service Perceived Value (N=100) Perceived Value Mean S.D. Level of Agreement 1. Price 3.24 1.07 Neutral 2. Time 3.15 1.05 Neutral Average 3.21 1.06 Neutral Looking at each category, the value of pricing received a mean score of 3.24 (S.D. = 1.07). The passengers were neutral with the perceived value of the price for the BMTA airconditioned bus. The passengers were neutral with the type of tickets and promotional campaigns; they were also neutral that prices were suitable for convenience, speed, and trip distance.
50 The perceived value of time was rated by the passengers with a mean score of 3.15. The BMTA air-conditioned bus users were neutral about the operating hours and the punctuality of the service operation. The passengers were also neutral about whether the BMTA air-condition bus was faster or slower than taking a private vehicle. Table 17 reflects that users were neutral toward the BMTA air-conditioned bus service with an average mean score of 3.36 (S.D. = 0.97). Table 17. BMTA Air-Conditioned Bus Service Users Satisfaction Levels (N=100) Satisfaction Mean S.D. Level of Satisfaction 1. Safety 3.42 0.98 Satisfied 2. Facilities 3.15 1.05 Neutral 3. Personnel 3.47 0.90 Satisfied 4. Information 3.20 1.01 Neutral Average 3.36 0.97 Neutral Looking at each category, users were satisfied with the personnel and gave them their highest rating with a mean score of 3.47 (S.D. = 0.90). Their satisfaction with the personnel for the BMTA air-conditioned bus service was based on answering inquiries requesting information, the dress of the service staff, and manners and personality toward users characterized by courtesy and politeness. The second most highly rated service category was the safety of the service, receiving with a mean score of 3.42. The passengers were satisfied with the solid handrails and straps, the emergency equipment such as extinguishers or glass breakers, and the adequate lighting around bus stops. Passengers were satisfied with safety against all types of crime throughout their trips, and the CCTV within the bus and the bus stop vicinity. The lowest mean score of 3.15 (S.D. =1.05) showed that the users were neutral toward the BMTA air-conditioned bus service facilities. The passengers were neutral with the spacious
51 areas at bus stops, the seats, and the bus stops. The users also react neutrally toward restroom availability, comfort of the buses, automated teller machines (ATM) within bus stations, and multiple options for purchasing tickets. Part 3: Relationships between Factors of Service Quality, Perceived Value, and Satisfaction of Public Transportation Users The analysis and interpretation of data and results require use of the following abbreviations for the variables: X1 Tangibility dimension of Service Quality X2 Reliability dimension of Service Quality X3 Responsiveness dimension of Service Quality X4 Assurance dimension of Service Quality X5 Empathy dimension of Service Quality X6 The Perceived Value of Price X7 The Perceived Value of Time Y Satisfaction with Service Table 18 show the test result of correlation levels between each variables of the service quality and perceived value to the BTS Skytrain users’ satisfaction. Table 18. Correlation Coefficients between Variables for BTS Skytrain Users (N=100) Variable X1 X2 X3 X4 X5 X6 X7 Y Service Quality Factor Tangibility (X1) 1 Reliability (X2) .861** 1 Responsiveness (X3) .640** .548** 1 Assurance (X4) .614** .546** .703** 1 Empathy (X5) .640** .530** .699** .690** 1 Perceived Value
52 Variable X1 X2 X3 X4 X5 X6 X7 Y Price (X6) .504** .484** .398** .379** .523** 1 Time (X7) .552** .526** .457** .491** .583** .644** 1 Satisfaction (Y) .565** .502** .659** .589** .643** .412** .607** 1 *p < .05, **p < .01 The service quality factors of responsiveness and empathy had the highest correlation levels with the satisfaction of BTS Skytrain users, with statistically significant correlations at the .01 level. This means that if the responsiveness and empathy of BTS Skytrain service staff members are high, they will lead to the satisfaction of the BTS Skytrain users (r = .659 and .643 respectively). The perceived value of price had the lowest level of correlation with customer satisfaction though it was also correlated at the statistically significant .01 level. This means that if BTS passengers’ perceived value of price were high, it would lead to a moderate level of satisfaction (r = .412). Table 19 show the correlation levels between the service quality and perceived value toward the MRT Subway users’ satisfaction level. Table 19. Correlation Coefficients between Variables for MRT Subway Users (N=100) Variable X1 X2 X3 X4 X5 X6 X7 Y Service Quality Tangibility (X1) 1 Reliability (X2) .696** 1 Responsiveness (X3) .683** .714** 1 Assurance (X4) .638** .751** .824** 1 Empathy (X5) .703** .654** .782** .775** 1 Perceived Value Price (X6) .578** .532** .505** .463** .593** 1 Time (X7) .661** .643** .491** .617** .595** .660** 1 Satisfaction (Y) .525** .555** .618** .688** .606** .329** .406** 1 *p < .05, **p < .01 The service quality factors of assurance and responsiveness had the highest correlation levels with the satisfaction of MRT Subway users at statistically significant levels of .01. This
53 means that if assurance and responsive in service quality are high, MRT users will be more satisfied (r = .688 and .618 respectively). The lowest correlation level was the perceived value of price; user satisfaction was at the statistically significant level of .01. This means that the perceived value of price has a rather small effect on satisfaction of MRT Subway users (r = .329). Table 20 show the levels of correlation of each variable to the satisfaction of the fan bus service users satisfaction. Table 20. Correlation Coefficients between Variables for Fan Bus Service Users (N=100) Variable X1 X2 X3 X4 X5 X6 X7 Y Service Quality Tangibility (X1) 1 Reliability (X2) .677** 1 Responsiveness (X3) .652** .757** 1 Assurance (X4) .559** .691** .801** 1 Empathy (X5) .643** .719** .916** .863** 1 Perceived Value Price (X6) .589** .676** .663** .681** .725** 1 Time (X7) .614** .575** .591** .559** .667** .717** 1 Satisfaction (Y) .578** .461** .506** .392** .508** .573** .594** 1 *p < .05, **p < .01 The perceived value of time and tangibility had the highest correlation levels with the customer satisfaction of the BMTA fan bus users at a statistically significant level of .01. This means that if the perceived value of time and tangibility are high, the BMTA users will be satisfied with the service quality (r = .594 and .578 respectively). The assurance service quality dimension had the lowest correlation level to customer satisfaction of BMTA fan buses, and was significant at the .01 level. If the assurance level of service in the BMTA fan bus service was high, it would have a relatively small effect on the satisfaction of these customers (r = .392).
54 Table 21 show the correlation levels of the service quality factors and perceived value factors to the satisfaction of the air-conditioned bus service in Bangkok area. Table 21. Correlation Coefficients between Variables for Air-Conditioned Bus Service Users (N=100) Variable X1 X2 X3 X4 X5 X6 X7 Y Service Quality Tangibility (X1) 1 Reliability (X2) .744** 1 Responsiveness (X3) .479** .694** 1 Assurance (X4) .634** .626** .726** 1 Empathy (X5) .669** .631** .755** .907** 1 Perceived Value Price (X6) .615** .809** .629** .503** .587** 1 Time (X7) .583** .726** .581** .541** .574** .807** 1 Satisfaction (Y) .364** .550** .635** .570** .565** .526** .522** 1 *p < .05, **p < .01 Responsiveness and assurance in the service quality had the highest correlation levels with the satisfaction of BMTA air-conditioned bus users at the .01 level of significance. If responsiveness and assurance in service quality are high, they can increase the satisfaction of BMTA air-conditioned bus users (r = .635 and .570 respectively). The tangibility factor had the lowest correlation level with customer satisfaction of BMTA air-conditioned bus users at the .01 level. This means that even if the tangibility service quality was high, it would lead to only a small increase in the satisfaction of the BMTA airconditioned bus users (r = .364). Part 4: Results of the Analysis of Influential Service Quality Factors and Perceived Value that Affects the Satisfaction of Public Transportation Service Users This research also used Stepwise Multiple Regression Analysis to indicate the influence of service quality dimensions and perceived value on the satisfaction of public transportation users. Before proceeding to multiple regression analysis, the researcher conducted an analysis to
55 look for residuals and multicollinearity to see if the distribution of the variance was normally distributed, to see if the independent and dependent variables had a linear relationship, and to see if the independent variables were related to each other to avoid the problem of multicollinearity. Table 22 show the results of stepwise multiple regression that can be use in predicting satisfaction of the BTS Skytrain users. Table 22. Stepwise Multiple Regression Analysis of Factors Predicting BTS Skytrain User’s Satisfaction (N = 100) Model Independent variables R2 F Coefficients Regression t-value b SE β 1 - Responsiveness .435 75.375*** 3.334 .384 .659 8.682*** 2 - Responsiveness - Time .435 .119 60.086*** 2.440 2.612 .386 .515 .483 .387 6.327*** 5.075*** BTS Skytrain User Satisfaction = 19.708, R2 = .553, F = 60.086, p < .001 * p < .05, ** p < .01, ***p < .001 The results of stepwise multiple regression found in Table 22 may be interpreted as follows: In Model 1: The most significant predictor of BTS Skytrain user satisfaction accounting for 43.5% of variance (R2 = .435, p < .001) was responsiveness. In Model 2: There were 2 independent variables that predicted the BTS Skytrain user satisfaction accounting for 55.3% of variance with a statistically significant level of .001 (R2 = .553, p < .001). The first independent variable was responsiveness (b = 2.440), accounting for 43.5% of variance (R2 = .435, p < .001). If the second independent variable of time was also integrated (b = 2.612), it would account for an additional 11.9% of variance (R2 = .119, p < .001). From these results, a predictive regression equation for the data may be created as follows: BTS Skytrain users’ satisfaction = 19.708 + 2.440 (responsiveness) + 2.612 (time)
56 Table 23 show the result stepwise multiple regression analysis with the available factor to predict the satisfaction of MRT Subway users. Table 23. Stepwise Multiple Regression Analysis of Factors Predicting MRT Subway User Satisfaction (N = 100) Model Independent variables R2 F Coefficients Regression t-value b SE β 1 - Assurance .473 87.894*** 3.737 .399 .688 9.375*** MRT Subway User Satisfaction = 24.594, R2 = .473, F = 87.894, p < .001 * p < .05, ** p < .01, ***p < .001 The results of stepwise multiple regression found in Table 23 may be interpreted as follows: In Model 1: assurance was the most significant predictor of the MRT Subway users’ satisfaction accounting for 47.3% of variance with a statistically significant level of .001 (R2 = .473, p < .001) From these results, a predictive regression equation for the data may be created as follows: MRT Subway user satisfaction = 24.594 + 3.737 (assurance) Table 24 is the result of the stepwise multiple regression with the available independent variables that use to setup equation to predict the satisfaction of the fan bus users. Table 24. Stepwise Multiple Regression Analysis of Factors Predicting BMTA Fan Bus User Satisfaction (N = 100) Model Independent variables R2 F Coefficients Regression t-value b SE β 1 - Time .352 53.317*** 4.355 .596 .594 7.302*** 2 - Time - Tangibility .352 .073 35.952*** 2.810 1.315 .715 .373 .383 .343 3.930*** 3.520*** Fan Bus User Satisfaction = 14.885, R2 = .426, F = 35.952, p < .001 * p < .05, ** p < .01, ***p < .001
57 The results of stepwise multiple regression found in Table 24 may be interpreted as follows: In Model 1: the most significant predictor of fan bus user satisfaction was time, accounting for 35.3% of total variance (R2 = .352, p < .001). In Model 2: there were 2 independent variable predictors of bus user satisfaction accounting for 42.6% of variance with a statistically significant level of .001 (R2 = .426, p < .001). Time was the first independent variable, accounting for 35.2% of variance (b = 2.810, R2 = .382, p < .001), and by merging the second independent variable of tangibility into the equation, it accounts for 7.3% of variance (b = 1.315, R2 = .073, p < .001). From these results, a predictive regression equation for the data may be created as follows: Fan bus user satisfaction = 14.885 + 2.810 (time) + 1.315 (tangibility) Table 25 show the result of the stepwise multiple regression analysis and the available factors for predicting the satisfaction of the air-conditioned bus users. Table 25. Stepwise Multiple Regression Analysis of Factors Predicting the BMTA Airconditioned Bus User’s Satisfaction (N = 100) Model Independent variables R2 F Coefficients Regression t-value b SE β 1 - Responsiveness .403 66.085*** 3.625 .446 .635 8.129*** 2 - Responsiveness - Time .403 .036 37.841*** 2.856 1.453 .534 .587 .500 .232 5.347*** 2.477** Air-conditioned Bus User satisfaction = 29.259, R2 = .438, F = 37.841, p < .001 * p < .05, ** p < .01, ***p < .001 The results of stepwise multiple regression found in Table 25 may be interpreted as follows:
58 In Model 1: The most significant predictor of the air-conditioned bus users’ satisfaction accounting for 40.3% of variance (R2 = .403) with a statistically significant level of .001 (p < .001) was responsiveness. In Model 2: There were 2 independent variable predictors of the air-conditioned bus user satisfaction accounting for 43.8% of variance (R2 = .438) with a statistically significant level of .001 (p < .001). Responsiveness was the first independent variable, accounting for 40.3% of variance (b = 2.856, R2 = .403, p < .001), and second independent variable of time if to exist, time will be accounted for 3.6% of variance (b = 1.453, R2 = .036, p < .01) From these results, a predictive regression equation for the data may be created as follows: Air-conditioned user satisfaction = 29.259 + 2.856 (responsiveness) + 1.453 (time) Focus Group Session One Findings: Fan and Air-Conditioned Bus Services The first focus session group was based on a discussion of BMTA service that was organized as an online meeting through Zoom. Six participants consisted of three nurses, one school teacher, one university professor, and one private sector employee. Two-thirds of the participants are regular BMTA bus commuters with five days a week usage before the spread of the COVID-19 third wave in Thailand. By getting to know each other through introductions of each person, the discussion began with an understanding of each person’s main use of the BMTA bus service. Four participants used the air conditioned service as their first choice, but if they’re in a rush, they would choose either type of bus that arrived at the bus stop first. All six agreed that using BMTA service is convenient due to the number of bus stops that can easily be found on different sides of the road. The stations were simple, as most of them have just a sign and no facilities; some stations have
59 simple seats and a little cover to protect against the sun. Stations were not an important factor that affected their satisfaction in using the service. One interesting factor that affected the service quality of using the BMTA bus service was the condition within the vehicle. The crowdedness of users inside the bus reflected that the number of buses was not sufficient to support the users. When a moving bus is too overcrowded, the bus becomes unsafe. Overcrowded buses usually made each person decide to take another public transportation service even though they have to pay a higher price. The importance of providing enough buses to support the users was strongly emphasized, especially during the pandemic, to avoid overcrowded users in a single bus that may spread the virus easily between passengers. The most important factor that all participants agreed on was the stability of the service that passengers can rely on. The punctuality of the arrival of each bus to the station and the amount of time needed to travel to the destination are what give assurance to service users. Bringing passengers to work or to meetings on time is the value that they are looking for, and without this, the service quality what the service provider prioritizes as important for service users. Each participant shared that they can’t really rely on the BMTA service when it comes to an important meeting or event. All of the participants said that the BMTA service is best for leisure trips because it saves money for other more important expenses. Thailand’s weather condition, traffic condition, and the bus condition are all elements that affect user decisions each day. Many public transportation users have a choice of many services to choose from, but there are also people who can’t choose how they will travel, but must depend on only a single type of public transportation. During the discussion, everyone wanted the bus service to develop better service by getting new buses like other sophisticated
60 countries. One person added a question regarding what may come along with the new development of the service. The better service will come with an increase in the service fare which will limit the users who can afford the service. It was concluded that the problem of undeveloped service in public transportation is traced back to management by the government. The government should see the best interests of the people so the country can still develop and keep moving forward. The citizens of the country should not be a reason for the government to hold back development, because the people need to be part of the country’s development, along with all the services and infrastructure within the country. After one hour and a half, the discussion concluded that the current bus system can be further developed with the help of the government pushing it forward. The value that the service users perceived from the bus service can be increased to control prices and standardize operations. The discussion indicated that the bus service safety can be very questionable. Every user deserves better service, and this service should be compared to the standard of other countries public transportation service. Without meeting the basic standards for other public transportation services, BMTA has little to no chance of persuading personal vehicle users to choose BMTA bus service instead. BMTA bus service can still be improved like other bus services in many developed countries as the government builds a strong foundation that can be balanced in social structure and economic growth. BMTA service allows more variety of passengers from different income levels that would make BMTA the first public transportation choice when it comes to daily usage as suggested by each participant.
61 Focus Group Session Two Finding: BTS Skytrain and MRT Subway Service The focus group session for the BTS Skytrain and MRT subway services started with six participants from different backgrounds. Participants were a master degree student, a real estate employee, a bank employee, a teacher, software tester, and landscaper. Two-thirds of participants regularly use BTS and MRT five days a week, while the rest use the service for downtown trips. Four participants had lived abroad before coming back to Thailand, which allowed the discussion to compare how the BTS Skytrain and MRT Subway are different or the same as other countries' transit systems. The BTS Skytrain and MRT Subway were considered to be the most sophisticated public transportation services available in Bangkok. The lighting along the walkway and stairs reflects the service quality. The freshness and cleanliness felt after entering the trains were highly rated for both services. Thailand has very warm weather most of the year, and both the BTS and MRT provide a comfortable temperature for passengers and allow passengers to feel refreshed after walking to the station. The atmosphere within the train cabin is a unique feature for both services. All participants said that the sensation of using both the MRT and BTS were alike in many ways, but what is different is that the pricing of the MRT is lower than BTS. Both BTS station and MRT stations reflect the amount of investment in facilities and service personnel to support and assist users to have a better service experience. The discussion went on about how a big investment was made, and that’s why the service fare is too high for minimum wage workers to be able to use it, and this makes a large number of users unable to afford the service. Public transportation service providers should set the price in a range that everyone can afford it as a daily means of travel. Pricing factors separate users according to their
62 incomes, reflecting a fundamental gap in the social structure that should be addressed in developing the country. The ticketing system is the most complained about topic in the discussion. Each public transportation service has a ticketing system that requires the user to carry multiple cards or make multiple purchases for each service they are using. It is such a hectic situation where people need to queue up to purchase the ticket again because they are changing from one service provider to another. Each provider was unable to unify the payment system until now, and after many years, many companies try to be the center of the payment system, resulting in unsuccessful efforts. The consensus agreement in the focus group was that a unified payment system was something that all of them looked forward to seeing. This would increase the service performance of both the BTS Skytrain and MRT Subway services, and reduce passenger effort if a special ticket was no longer required for each public transportation system. Both the BTS Skytrain and MRT Subway were highly rated services by all six participants, and likely to be their primary choices of service because of the reliability and assurance these services can provide in bringing them to work each day. Knowing the exact arrival time of each train was a big plus in knowing how long it would take to reach their destination. The standard of service quality that both MRT and BTS services maintain is different from other public transportation services. The participants said that if they could afford the time, they would choose another service to save money. While each service was good, saving money was as important as getting good service. The participants agreed that allowing extra time for travel and using another available service that was cheaper was a desirable option.
63 Chapter 5: Summary of Research Findings and Recommendations This research studied the factors that influence the satisfaction of public transportation users composed of BTS Skytrain, MRT Subway, BMTA fan, and air-conditioned bus service passengers. This was a descriptive research and predictive correlation study that used questionnaire to collect data from respondents. The sample size of 400 was divided into 100 commuters for each type of public transportation. The Independent Variables were divided into two categories 1) Service Quality Tangibility Reliability Responsiveness Assurance Empathy 2) Perceived Value Price Time The Dependent Variable is the satisfaction of the public transportation users The following is the outline and order for this chapter. 5.1 Summary of the Research 5.2 Discussion of the Results 5.3 Application of the Research Finding 5.4 Limitations 5.5 Recommendations for Future Studies
64 5.1 Summary of the Research 5.1.1 Sample Group Most of the respondents were female (N=261, 65.25 Percent), with 161 between 20 to 29 years old (40.25 Percent). Most respondents were private sector employees (N= 170, 42.5 Percent) or students, and 196 respondents had monthly incomes of 15,000 Baht or below (49 Percent). Of these, 326 respondents used public transportation 3 times or less (31.5 Percent), with the largest number (N=344) traveling between 9:01 AM and 4:00 PM (36.2 Percent). 5.1.2 Level of Service Quality Factor According to Figure 6, the mean scores for service quality based on user responses for the MRT Subway and BTS Skytrain were 3.54 and 3.48 respectively. Figure 6. Overall Mean Score of Service Quality The BMTA air-conditioned bus service received a mean score of 3.14 and lastly, the BMTA fan bus service mean score was 2.46 out of 5.00.
65 5.1.3 Level of Perceived Value Figure 7 shows that both MRT subway and BMTA air-conditioned bus users rated the perceived value of these services with a mean score of 3.21 for both. BTS Skytrain received a perceived value rating of 3.15, and the BMTA fan bus rating was 2.60 out of 5.00. Figure 7. Overall Mean Score of Perceived Value 5.1.4 Satisfaction Level According to Figure 8, both the MRT subway and BTS Skytrain users were satisfied with the quality of service and received mean scores of 3.50 and 3.47 respectively. Figure 8. Overall Mean Score of Satisfaction
66 Users were neutral toward the BMTA air-conditioned bus with a mean score of 3.36, and were dissatisfied with the BMTA fan bus, with a mean score of 2.51 for the service. 5.1.5 Factors Correlated with Satisfaction of Bangkok Public Transportation Users 5.1.5.1 BTS Skytrain Service Figure 9 shows the level of correlation between each variable to the satisfaction of the BTS Skytrain users. Figure 9. BTS Skytrain Correlated Factors Level According to the research findings, factors of responsiveness, empathy, time, assurance, tangibility, and reliability were correlated at a medium level with the satisfaction of BTS Skytrain users at a statistically significant level of 0.01 (r = .659, r = 643, r = .607, r =.589, r= .565, r=.502 respectively). Only the factor of price was correlated with a low level of satisfaction with BTS Skytrain users at a statistically significant level of 0.01 (r = .412). 5.1.5.2 MRT Subway Service According to Figure 10, the service quality factors of assurance, responsiveness, empathy, reliability, and tangibility had a medium level of correlation to the satisfaction of the
67 MRT Subway users at a statistically significant level of 0.01 (r = .688, r=.618, r=.606, r=.555, r=.525 respectively). Figure 10. MRT Subway Correlated Factors Level With a statistically significant level of .01, the perceived value factors of time and price had a low level of correlation (r=.406, r=329 respectively) toward the satisfaction of the MRT Subway users. 5.1.5.3 BMTA Fan Bus Service Figure 11 shows that the factors of time, tangibility, price, empathy, and responsiveness were correlated with BMTA fan bus users at a medium level at a statistically significant level of 0.01 (r=.594, r=.578, r=.573, r=508, r=.506 respectively). The factors with a low level of correlation were reliability and assurance, with a statistically significant level of 0.01(r= .461, r= .392 respectively).
68 Figure 11. BMTA Fan Bus Correlated Factors Level 5.1.5.4 BMTA Air-Conditioned Bus Service Figure 12 shows factors that were correlated to the user satisfaction of BMTA air-conditioned bus service at a medium level were responsiveness, assurance, empathy, reliability, price, and time (r=.635, r=.570, r=565, r=.550, r=.526, r=.522 respectively) at a statistically significant level (p < .01). The factor of tangibility had a low level of correlation with the BMTA air-conditioned bus service users (r= .364, p <.01). Figure 12. BMTA Air-Conditioned Bus Correlated Factors Level 5.1.6 Factors Influencing Satisfaction Levels of Bangkok Public Transport Users
69 The influence factors can be separated into four categories according to the type of transportation consisting of BTS Skytrain, MRT Subway, BMTA fan bus, and BMTA airconditioned bus service; altogether 28 variables were analyzed using the Stepwise Multiple Regression Analysis. The results showed that only 7 variables influenced the satisfaction of public transportation users. 5.1.6.1 Factors that Influenced the Satisfaction of BTS Skytrain Users The service quality factor of responsiveness accounted for 43.5 percent of the satisfaction of Skytrain BTS users, and by adding the perceived value of time, this increased to 55.3 percent at a statistically significant level (p < .001). 5.1.6.2 Factors that Influenced the Satisfaction of MRT Subway Users The service quality factor of assurance accounted for 47.3 percent of user satisfaction at a statistically significant level of 0.001. 5.1.6.3 Factors that Influenced the Satisfaction of BMTA Fan Bus Users The perceived value of time explained 35.2 percent of the variance in the satisfaction level of BMTA fan bus users. When the service quality factor of tangibility was added, this level increased to 42.7 percent at a statistically significant level (p < .001). 5.1.6.4 Factors that Influenced the Satisfaction of BMTA Air-Conditioned Bus Users The service quality factor of responsiveness predicted 40.3 percent of user satisfaction; by adding the perceived value of time, this increased to 43.9 percent at a statistically significant level of 0.001.
70 5.1.7 Comparison of Railway Service and Bus Service Table 26 shows the mean score of each dimension of each public transportation type that are compared within its own category type. Table 26. T-Test comparison of Railway Service and Bus Service Variables BTS MRT t-test Fan bus AC bus t-test Service Quality - Tangibility 3.42 3.59 12.197* * 2.06 3.01 8.820** - Reliability 3.48 3.48 .000 2.56 3.23 5.827** - Responsiveness 3.36 3.48 1.029 2.49 3.01 4.082** - Assurance 3.71 3.53 .238 2.89 3.30 3.205* - Empathy 3.51 3.55 .292 2.70 3.26 4.047** Perceived Value - Price 2.96 3.01 .376 2.65 3.24 4.193** - Time 3.48 3.54 .532 2.51 3.15 4.588** Satisfaction 3.47 3.50 .260 2.51 3.36 6.724** *p < .05, **p < .01 The T-Test reflect the BTS Skytrain service quality factor of tangibility is difference from MRT Subway service quality factor of tangibility significantly at .01 level. All service quality and perceived value factors of fan bus service are difference from the air-conditioned service quality and perceived value at .01 significant level except for assurance that is significant at level .05 5.2 Discussion of Results and Recommendations The objective of this research investigation was to study service quality factors (Tangibility, Reliability, Responsiveness, Assurance, Empathy) and the perceived value factors (Price, Time) that influence the satisfaction of public transportation users composed of the BTS Skytrain service, MRT Subway service, BMTA fan bus service, and BMTA air-conditioned bus service.
71 5.2.1 Factors that Influenced Satisfaction of BTS Skytrain Service Users The service quality factor of responsiveness and the perceived value of time can combine to predict the satisfaction of BTS Skytrain users. BTS Skytrain users consider these two as the main factors in providing good quality service. The staff help out disabled users reflects good service quality and good interpersonal relationships, making users feel genuinely touched by the service provided, and making them satisfied with the service provided by the BTS Skytrain. The perceived value of time indicates that if the BTS service provider remains open for during the prime business hours, more users will choose BTS Skytrain because they will save more time than by traveling on other types of transportation. According to Panchareon and Phisitkasem’s (2018) study on Factors Affecting the Satisfaction of BTS Customers, stated that responsiveness to customer needs affects the satisfaction of BTS Skytrain users. After considering all the factors, the time and speed to wait for the next train were fast, with a mean score of 3.76, the service staff actively gave service to users with a mean score of 3.71, and fast automatic ticket selling machines received a mean score of 3.40. These results are consistent with the study of Sitthijinpat et al. (2019) who investigated the satisfaction of BTS users in the Bangkok area. The study found that the response of the user base on personnel staff with knowledge and readiness of information in giving information to the customer, the ability to answer the customer inquiries and give them advice is essential to the service. Service staff's ability to provide all the customer need and the speed in providing the service affect the satisfaction of the BTS Skytrain user. In addition, the findings showed that the product factor of punctuality influenced the decision to use the train system in the future. If trains are delayed or the number of trains is so small that it cannot accommodate all passengers during rush hour, it will affect satisfaction with
72 the service. Users would then look for other means of transportation to reach their destinations safely and on time (Chareonsri, 2017). 5.2.2 Factors that Influenced the Satisfaction of MRT Subway Service Users The quality factor of assurance can predict the satisfaction of subway users, as most users focused on the quality of assurance services. Examples include ticket sellers advising customers, answering their questions correctly, being quick to serve, and calculating fares accurately. If the MRT subway service system develops and improves assurance service, it will give users confidence to choose the subway service and result in satisfaction. The results of this study are consistent with Chaingam et al.’s (2019) study on Service Quality using the SERVQUAL Model: A Case of Suvarnabhumi Airport Rail Link (SARL). They found that the factors that had the greatest impact on successful service quality were reliability, assurance, responsiveness, and creditability. They were also consistent with Luerit’s (2017) study on E-Service quality for enhancing user satisfaction, which found that assurance and responsiveness correlated with user satisfaction in using a wallet application on their mobile phones. 5.2.3 Factors that Influenced the Satisfaction of BMTA Fan Bus Users The factors influencing BMTA bus passengers' satisfaction were the perceived value of time and tangibility. These two factors together predicted the satisfaction of BMTA bus users. Most commuters who rode the fan bus focused on the matter of time. If the BMTA bus system is punctual in terms of arrival, it provides a convenient service for users, and this will encourage passengers to choose it, recognizing that the BMTA fan bus service is faster than traveling by private vehicle.
73 The tangibility of service quality needs to be improved, ensuring that the buses are in good condition and providing a more attractive appearance. The service provider needs to keep the buses and bus stops clean, and the passenger seats should be comfortable. The temperature in the bus should be maintained, while within the bus stop areas or on the buses, the fare prices should be clearly labeled according to the distance traveled. There should also be a wheelchair lock to increase the safety of people with disabilities, and a sensor system to control the opening and closing of the doors to prevent accidents. All of these measures stated will help users to be aware of the service quality in terms of tangibility. The physical aspect is an essential factor affecting the decision to use the bus service. Service users will take into account the cleanliness of the interior. Furthermore, outside of the product and the temperature on the bus since Bangkok is hot and humid most of the time. The highest passenger satisfaction level was for travel time (Kongpaeng and Arthorn, 2017). 5.2.4 Factors that Influenced the Satisfaction of BMTA Air-Conditioned Bus Users Factors influencing passengers' satisfaction using BMTA air-conditioned buses are responsiveness for the service quality factor. If joined with the perceived value of time, it can predict the satisfaction of BMTA air-conditioned bus users. Research shows that most users have high expectations for the responsiveness factor, including that staff are enthusiastic in providing service and helping the user solve various problems. Assistance should be available for people with disabilities as part of having good human relations with users. All of these will help users to recognize the quality of service.
74 In addition, the perceived value of time is a factor if BMTA air-conditioned bus service is available during the periods that meet user needs. Being punctual in arrival will significantly affect the perception of the value of time services. It influences passengers' decision-making to use the service and recognizes that the BMTA air-conditioned bus service is faster than traveling by private vehicle. The results of this study are consistent with Nonn's research (2019), which examined The Factors Influencing the Decision of Air-Conditioned Buses Service Users on the Route of Wat Rai Khing – Wongwian Yai (Por.84). It was found that personnel factors influenced the decision to use air-conditioned buses at a high level. The service staff was enthusiastic and willing to help at all times. According to Sakpitak's Study of Satisfaction of Working-Age People in Bangkok that Transport by Public Van (2020), users were satisfied with the quality response of the van service. The service personnel should be conscious of providing exemplary service and have a mindset that encourages thinking as a service provider. This research study helps to build an awareness of the factors affecting the satisfaction of public transport users. To apply the results of this study, a summary of the recommendations for making use of and a guideline for the public transport service provider. 1.BTS Skytrain and BMTA bus air-conditioned bus service providers should focus on developing the service quality of responsiveness in relation to staff availability and willingness to serve. The speed of service and enthusiasm to meet the needs of users should increase the perceived value of time, and encourage service users to be more satisfied 2. MRT Subway service providers need to realize the importance of the assurance factor to build confidence among passengers using the service, which would encourage more commuters to choose to use the MRT Subway service.
75 3. BMTA bus service providers need to emphasize passengers' perceived value of time. The service provider should improve the tangibility factor by making the inside and outside appearance of vehicles more attractive, and installing a GPS system so passengers can track the location of arriving buses. A screen or audio system to announce the next arriving bus would assist passengers who are new to the service and enhance user traveling experiences. 5.3 Limitations This research study was conducted only for those who used the BTS Skytrain, MRT Subway, BMTA fan bus, and BMTA air-conditioned bus service primarily on routes in central and eastern side of Bangkok. There are many types of public transport services available in Bangkok that were not covered in this study such as boats, taxis, tuktuks, motorcycles, and van service. Therefore, user opinions regarding other kinds of public transportation are not comprehensively known. By using the QR code method for collecting data, many passengers were approached but were not able to scan the QR code due to no Internet connection on their mobile devices to redirect them to the questionnaire. During data collection period, Bangkok was starting to be hit by the 3 rd wave of the Covid-19 pandemic, which made social distancing highly important. This resulted in lowering the number of older respondents who were willing to answer the questionnaire. The Covid-19 outbreak affect usage of public transportation services, as many people started working from home, which constrained the types of respondents who were available. 5.4 Recommendations for Future Study 1. For subsequent studies, investigation of taxis, canal boats, motorcycle taxis, airport rail link, or diesel train service that are based in the Bangkok area should be considered to increase the number of users.
76 2. Comprehensive study can be focusing on improvement of fan bus service while maintaining low service fee to support low income users. Further study on fan bus users and pricing can be done to improve understanding of user willingness to trade better service for higher fares. 3. From this study, it was found that the MRT Subway had the highest level of satisfaction. An interested reader may consider conducting an in-depth study of the characteristics and aspects of satisfaction so that this information may be used to develop better public transport services for everyone. 4. With the current low minimum wage level in Thailand, public transportation service providers can study variables that are highly correlated with user satisfaction but have low improvement costs to avoid service fare increases.
77 References: Agbor, J.M. (2011). The relationship between customer satisfaction and service quality: A study of three service sectors in Umeå [Master’s thesis, Umeå University, Faculty of Social Sciences, Sweden]. https://www.diva-portal.org/smash/get/diva2:448657/FULLTEXT02 Almohaimmeed, B. (2019). Pillars of customer retention: An empirical study on the influence of customer satisfaction, customer loyalty, customer profitability on customer retention. Serbian Journal of Management, 14(2), 421-435. https://doi:10.5937/sjm14-15517 Andreassen, T. W. (1994). Satisfaction, loyalty, reputation as indicators of customer orientation in the public sector. International Journal of Public Sector Management, 7(2), 16-34. Ancarani, A., & Capaldo, G. (2001). Management of standardised public services: A comprehensive approach to quality assessment. Managing Service Quality, 1(5), 331- 341. Bangkok Mass Transit Authority. (2019). Annual Report 2019. http://www.bmta.co.th/sites/default/files/files/download/2562.pdf Becker, G. (1965). A theory of the allocation of time. The Economic Journal, 75(299), 493-517. Berry, W. D., & Feldman, S. (1985). Multiple regression in practice. Sage Publications. Bok, J., & Kwon, Y. (2016). Comparable measures of accessibility to public transport using the general transit feed specification. Sustainability, 8(3), 224-236. BTS Route Map. (n.d). BTS. https://www.bts.co.th/routemap.html Chaingam, T., Rattanawiboonsom, V., Stargell, P., & Satranarakun, A. (2019). A study of service quality using SERVQUAL Model: A case of Suvarnabhumi Airport Real Link (SARL). Journal of Politics, Administration, and Law, Burapa University, 12(2), 411- 432. Chareonsri, W. (2019). Factors influence the decision to use BTS service. Faculty of Economics, Thammasart University, Thailand. http://ethesisarchive.library.tu.ac.th/thesis/2017/ TU_2017_5904010310_8260_7223.pdf Galetzka, M., Pruyn, A., van Hagen, M., Vos, M., Moritz, B., & Gostelie, F. (2017, October 4- 6). The psychological value of time: two experiments on the appraisal of time during the train journey [Paper presentation]. 45th European Transport Conference, ETC 2017, Barcelona, Spain. https://aetransport.org/public/downloads/4_nqC/5544- 59ac1f3bc8314.pdf
78 Gitlin, J. M. (2021, Novermber 3). Traffic congestion dropped by 73 percent in 2020 due to the pandemic. ARSTECHNICA. https://arstechnica.com/cars/2021/03/covid-19-caused-bigdrops-in-city-congestion-in-2020-study-finds/ Ilieska, K. (2013). Customer Satisfaction Index - as a base for strategic marketing management. TEM Journal, 2(4), 327-331. https://www.temjournal.com/documents/vol2no4/Customer %20Satisfaction%20Index%20%E2%80%93%20as%20a%20Base%20for%20Strategic %20Marketing%20Management.pdf Irfan, M. (2016). How important is customer satisfaction? Quantitative evidence from mobile telecommunication market. International Journal of Business and Management, 11(6), 57-69. Jalagat, R., Bashayre, A., Dalluay, V., & Pineda, A. (2017). Correlates the relationship of service quality, customer satisfaction, and customer retention on selected restaurants in Muscat, Sultanate of Oman. The International Journal of Business & Management, 5(9), 97-109. Kongpaeng, N., &Arthon, A. (2017). The satisfaction of passengers to van case study: Dhurakij Pundit University- The Mall Ngamwongwan –Victory Monument Number T.86 [Bachelor’s research project, Management Engineering and Logistics, Dhurakij Pundit University, Thailand]. https://cite.dpu.ac.th/upload/content/files/Project%20MLE60/CITE_%E0%B9%82%E0% B8%A5%E0%B8%88%E0%B8%B4%E0%B8%AA%E0%B8%95%E0%B8%B4%E0% B8%81%E0%B8%AA%E0%B9%8C%2011_60.pdf Kotler, P., &Keller, K. (2006). Marketing management (12th ed.). Prentice Hall. Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Education. Lovelock, C. (2001). Service marketing: People, technology, strategy. Pearson Education. Luerit, P. (2017). The service quality of electronic in building satisfaction of the users: The case study of wallet application on mobile phone [Research paper, Master of Science in Management Information Systems, Thammasart University, Thailand]. http://ethesisarchive.library.tu.ac.th/thesis/2017/TU_2017_5902037323_7289_6008.pdf Mizik, N., & Jacobson, R. (2003). Trading off between value creation and value appropriation: The financial implications of shifts in strategic emphasis. Journal of Marketing, 67, 63- 76. New registrations of private cars in Bangkok, Thailand, 2010-2019. (2019, August 12). Statista. https://www.statista.com/statistics/1037150/thailand-new-registrations-of-private-carsnumber-in-bangkok/
79 Nonn, P. (2019). The factors influencing the decision of air-conditioned buses service users on the route of Wat Rai Khung- Wongwian Yai (Por.84) [Research paper, Business Administration, Siam University, Thailand]. https://e-research.siam.edu/wp-content/ uploads/2020/09/MBA-2020-IS-The-Factors-Influencing-the-Decision-of-AirConditioned-Buses-Service-Users-compressed.pdf Panchareon, P., & Phisitkasem, P. (2018). Factors affecting the satisfaction of BTS customers. Journal of Rangsit Graduate Studies in Business and Social Sciences, 4(2), 1-10. Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(Fall), 41-50. Rudie, M.J., & Wansley, H. B. (1985). The Merrill Lynch quality program. In T. Bloch, G. Upah, & V. Zeithaml, V. (Eds.), Services marketing in a changing environment (pp.7-9). American Marketing Association. Saif, M. A., Zefreh, M.M., & Torok, A. (2019). Public transport accessibility: A literature review. Periodica Polytechnica Transportation Engineering, 47(1), 36-43. https://doi.org/10.3311/PPtr.12072 Sakpitak, P. (2020). Study of satisfaction of working age people in Bangkok that transport by public van [Research paper, Ramkhamhaeng University, Thailand]. http://www.mbaoneday-abstract.ru.ac. th/AbstractPdf/2562-3-2_1604477979.pdf Samithtiphechawong, S. (2020). The quality of services affecting the satisfaction towards the Bangkok Mass Transit Authority Public Transportation in Bangkok, Thailand. Journal of the Association of Researchers (Humanities and Social Sciences), 25(3), 226-242. Sittijinpat, P., Theeratonchaiyakul, K., Mongkol, S., Komenjamras, P., & Sanyawut, B. (2019, December 19). Satisfaction of using the BTS service of the people in Bangkok [Conference session]. The 14Th Annual National and International Sripatum University Conference. Sripatum University, Bangkok, Thailand. http://dspace.spu.ac.th/bitstream/123456789/6678/1/2_%e0%b8%9c%e0%b8%a5%e0%b 8%87%e0%b8%b2%e0%b8%99%e0%b8%a7%e0%b8%b4%e0%b8%88%e0%b8%b1% e0%b8%a2%20%e0%b8%81%e0%b8%b2%e0%b8%a3%e0%b8%9b%e0%b8%a3%e0 %b8%b0%e0%b8%8a%e0%b8%b8%e0%b8%a1%e0%b8%a7%e0%b8%b4%e0%b8%8 a%e0%b8%b2%e0%b8%81%e0%b8%b2%e0%b8%a3.pdf Sriprraparkorn, C. (2009). Development of Bangkok air quality management policy: Application of the Air Pollution Model (TAPM) [Doctoral dissertation, Chulalongkorn University, Bangkok, Thailand]. https://www.researchgate.net/publication/202145229_Development_of_Bangkok_Air_Q uality_Management_Policy_Application_of_the_Air_Pollution_Model_TAPM Su, F., Schmöcker, J., & Bell, M. (2009). Mode choice of older people before and after shopping. Journal of Transport and Land Use, 2(1), 29-46.
80 Tickets to ride too expensive. (2019, May 31). Bangkok Post. https://www.bangkokpost.com/ opinion/opinion/1686992/tickets-to-ride-too-expensive The cluster of logistics and rail engineering. (2019, December). Mahidol University. https://www.eg.mahidol.ac.th/dept/clare/en/ Thompson, Philip, Glenn, D., & Bradley, T. (1985). The strategic management of service quality, Cambridge, MA: The Strategic Planning Institute PIMSLETTER No. 33 Traffic Index. (2020). TomTom. https://www.tomtom.com/en_gb/traffic-index/ranking/ Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232-240. Wang, Y., Lo, H. P., Chi, R., & Yang, Y. (2004). An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective in China. Journal of Service Theory and Practice, 14(2/3), 169-182. https://doi:10.1108/09604520410528590 Wardman, M. (2004) Public transport values of time. Transport Policy, 11(4), 363-377. Woodruff, R.B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. World Population Review. (2021). https://worldpopulationreview.com/world-cities/bangkokpopulation Zeithaml, V. (1981). How consumer evaluation processes differ between goods and services. In J. Donnelly & W. George (Eds.), Marketing of services (pp. 186-190). American Marketing Association.
81 Appendices Appendix 1. Authorization Letter for Data Collection
82 Appendix 2. Tools for Data Collection (Questionnaire) Part I: Personal Information and Behavior in using BTS Sky Train, MRT Subway, and Public Bus Services in Bangkok Area. Instructions: Please answer by putting check mark in the box for the most accurate information. 1. Gender Male Female 2. Age Below 18 years old 18-25 years old 26-35 years old 36-45 years old 46-60 years old More than 61 years old 3. Marital Status Single Married Widowed/Divorce/Separated 4. Education Elementary/Lower High School/Equivalent Diploma/Equivalent Bachelor/Equivalent High than Bachelor Degree 5. Occupation Government Official/State Employee/State Enterprise Employee Private Sector Employee Pastor/Nun/Monk Business Owner Laborer/General Contractor Freelancer/Independent Service Provider ` Househusband/Housewife/Retired/Unemployed Other (Specify)…………………… 6. Respondent’s Average Income per Month No Income 20,000 Baht or less 20,001-40,000 Baht 40,001-60,000 Baht More than 60,000 Baht
83 7. How many times per week on average do you board each type of public transportation service? Public Transportation Service Average Use (No. of Times) per Week 0 – 3 4 – 7 8 – 11 12+ times BTS Sky Train MRT Subway (Fan) Public Bus (Air-Conditioned) Public Bus 8. What time of day do you most frequently board each type of transport service? Public Transportation Service 6–9 am 9 am–4 pm 4–7 pm 7 pm–6 am BTS Sky Train MRT Subway (Fan) Public Bus (Air-Conditioned) Public Bus Part II: Questions about 5 Dimensions of Service Quality (SERVQUAL) Instructions: Based on part I question number 7 (the most frequently used transportation system), please answer by putting a check mark in the box that most accurately describes your opinion about each item. Transport Service Evaluated (please check only one) □ BTS Sky Train □ MRT Subway □ Public Bus (Fan) □ Public Bus (Air-Conditioned) Level of Agreement 1 =Strongly Disagree 2 = Disagree 3 =Neutral 4 = Agree 5 =Strongly Agree Question 1 2 3 4 5 1. Tangibility 1.1. The general condition of the vehicle is in good condition 1.2. The interior of the vehicle is clean 1.3. The seat in the vehicle is comfortable 1.4. The temperature in the vehicle is at the right temperature 1.5. There is an information of the service fare indicate before using the service 1.6. The station or bus stop is clean 1.7. There is a wheelchair locking strap for people with disabilities
84 Question 1 2 3 4 5 1.8. There are sensors installed to control closing and opening of the door 2. Reliability 2.1. The number of transportation service trips provided is sufficient to meet the public transportation user’s needs. 2.2. There is a precise location of a bus stop or service station 2.3. The service vehicle do not breakdown while operating 2.4. Service operating hours are same as the user inform information 3. Responsiveness 3.1 Service staff able to resolve immediate arise problem 3.2. Service staff have a good interpersonal relations while on duty 3.3. Service staff are providing assistance to disabilities people 3.4. Service staff are actively in giving out service 4. Assurance 4.1 The ticket seller are giving out advice 4.2 Service staff able to respond to inquiries and giving advice 4.3 Ticket seller able to give a fast service 4.4 Ticket service able to calculate ticket sale correctly 5. Empathy 5.1 Caring for pregnant women, children, the elder, and people with disabilities 5.2 Service personnel listening to suggestion or complaints of the users 5.3 There is equality in the service 5.4 Service personnel are caring for service users 5.1 Caring for pregnant women, children, the elder, and people with disabilities Total Part III: Questions about Perceived Value
85 Instructions: Based on part I question number 7 (the most frequently used transportation system), please answer by putting a check mark ü in the box ¨ that most accurately describes your opinion about each item. Level of Agreement 1 =Strongly Disagree 2 = Disagree 3 =Neutral 4 = Agree 5 =Strongly Agree Question 1 2 3 4 5 1. Price 1.1. There is a suitable type of ticket for your traveling 1.2. There is a promotional campaign that suit your need 1.3. There is a promotion or discount during important day such as passenger birthday, Nation Father’s Day, and National Mother’s Day 1.4. The ticket fare prices are suitable with the trip distance 1.5. The ticket fare price is suitable with the convenience and speed 2. Time 2.1. The service operation is punctual 2.2. Using public transportation service is faster than traveling in private vehicle 2.3. The public transportation service operating hours are convenient for the users Total Part IV: Questions about Commuter Satisfaction with Bangkok Area Public Transport Services Instructions: Please answer by putting a check mark ü in the box ¨ that most accurately describes your satisfaction level for each item. Level of Satisfaction 1=Very Unsatisfied 2 =Unsatisfied 3= Neither Satisfied nor Unsatisfied 4 = Satisfied 5= Very Satisfied Question 1 2 3 4 5 Service Safety 1. Enough lighting at stations/bus stops 2. Security surveillance system installed in stations/bus stops
86 Question 1 2 3 4 5 3. Emergency equipment (for example, fire extinguishers and glass smasher) installed on transport vehicles 4. Reasonable traveling speed 5. Safety from any form of crime throughout the trip 6.Safety sensors in controlling door opening and closing 7. Warning alarm before door opening and closing 8. Equipment to lock wheelchairs for disabled passengers Service and Facilities Quality 1. Multiple ways to purchase tickets 2. Comfort within train and public bus 3. Waiting seats along train platforms/bus stops 4.Spacious areas around train stations/bus stops 5. Automated teller machines (ATM) are available within train stations or near bus stops 6. Toilets available around train stations or bus stops Service Personnel 1. Provide polite service 2. Dress neatly 3. Accurate in answering information inquiries 4. Officer’s personality and manner Service Pricing (Good Value for Money) 1. Different types of tickets are available to suit my usage 2. Current promotional packages suit my needs. 3. Promotional campaigns or discounts are offered on special days such as commuter birthdays, Father’s Day, and Mother’s Day. 4. Ticket fares are appropriate according to the distance. 5. Ticket fares are worth the time and convenience 6. Regular user discounts are available
87 Question 1 2 3 4 5 Service Public Relationships and Information Delivery 1. Clear announcements of the next train or bus stop 2. Directional signs installed within stations or bus stops 3. Route maps are displayed on the train/bus and at stations/bus stops 4. Announcements regarding various promotional programs 5. Announcement of any delays or unexpected incidents Total Appendix 3. Cronbach Alpha Testing Reliability Statistics Cronbach's Alpha N of Items .975 55 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted TQ1 180.08 1819.046 .606 .975 TQ2 180.05 1815.126 .696 .975 TQ3 180.23 1822.538 .618 .975 TQ4 180.20 1818.779 .647 .975 TQ5 179.95 1815.331 .670 .975 TQ6 180.08 1818.225 .689 .975 TQ7 180.38 1807.266 .666 .975 TQ8 180.08 1809.456 .679 .975 RELQ1 179.70 1810.626 .699 .975 RELQ2 179.58 1812.815 .701 .975 RELQ3 179.63 1810.651 .716 .974 RELQ4 179.70 1811.600 .736 .974 RESQ1 179.98 1810.999 .744 .974 RESQ2 179.90 1811.118 .699 .975 RESQ3 179.80 1817.908 .628 .975 RESQ4 179.83 1805.789 .720 .974 ASQ1 179.50 1789.231 .748 .974 ASQ2 179.53 1795.999 .756 .974 ASQ3 179.60 1794.759 .738 .974 ASQ4 179.43 1796.763 .744 .974 EMQ1 179.53 1800.410 .752 .974
88 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted EMQ2 179.90 1799.990 .771 .974 EMQ3 179.78 1797.256 .766 .974 EMQ4 179.73 1793.743 .790 .974 PRQ1 179.55 1816.151 .540 .975 PRQ2 179.73 1803.435 .626 .975 PRQ3 179.85 1820.285 .510 .975 PRQ4 179.60 1821.785 .493 .975 PRQ5 179.68 1805.046 .674 .975 TIQ1 179.63 1803.471 .672 .975 TIQ2 179.50 1794.410 .745 .974 TIQ3 179.40 1800.297 .688 .975 SAFQ1 179.23 1822.281 .568 .975 SAFQ2 179.40 1816.400 .559 .975 SAFQ3 179.35 1822.438 .521 .975 SAFQ4 179.23 1821.820 .531 .975 SAFQ5 179.33 1817.661 .515 .975 SAFQ6 179.28 1814.461 .536 .975 SAFQ7 179.08 1821.610 .518 .975 FACQ1 179.10 1824.605 .523 .975 FACQ2 179.23 1820.794 .522 .975 FACQ3 179.45 1823.844 .499 .975 FACQ4 179.23 1823.307 .526 .975 FACQ5 179.25 1824.244 .535 .975 FACQ6 179.63 1803.574 .660 .975 PERQ1 179.25 1815.782 .609 .975 PERQ2 179.00 1818.974 .633 .975 PERQ3 179.15 1823.618 .630 .975 PERQ4 179.23 1809.410 .688 .975 PERQ5 179.40 1800.708 .743 .974 PUBQ1 178.93 1821.251 .626 .975 PUBQ2 178.95 1826.049 .567 .975 PUBQ3 179.03 1819.410 .653 .975 PUBQ4 179.23 1821.153 .502 .975 PUBQ5 179.33 1807.969 .660 .975
89 Appendix 4. Item-Objective Congruence of Questionnaire No. Question Expert Points Per Question 1 2 3 4 5 IOC Score Result Service Quality (Tangibility) 1 BTS sky train/MRT subway/public bus are overall in good condition 1 1 1 1 1 1 Pass 2 Interior and exterior of the transportation is clean -1 1 1 1 1 0.6 Pass 3 Comfortability of the seat within the transportation 1 1 1 1 1 1 Pass 4 There is curtain or sun protection film within transportation services -1 -1 1 1 1 0.2 Not Pass 5 The temperature of the air condition system on the transportation 1 1 1 1 1 1 Pass 6 Visible fare rate chart within the transportation 1 1 1 1 1 1 Pass 7 Sufficient public transportation service trips to meet commuters' needs. -1 0 1 1 1 0.4 Not Pass 8 Cleanliness of the bus stops and transit stations 1 1 1 1 1 1 Pass Service Quality (Reliability) 1 Punctuality of public transportation services 1 1 1 1 1 1 Pass 2 Waiting duration for boarding BTS sky train/ MRT subway/ Bus service -1 0 1 1 1 0.4 Not Pass 3 Regular daily operation time -1 0 1 1 1 0.4 Not pass 4 Maintaining destination arrival time as stated on the ticket -1 1 1 1 1 0.6 Pass Service Quality (Responsiveness) 1 Staff’s ability to help solve the problem 1 0 1 1 1 0.8 Pass 2 Attentiveness of service staff toward commuters -1 1 1 1 1 0.6 Pass 3 Staff show willing to serve and help 1 1 1 1 1 1 Pass 4 Staff providing assistance to people in need and disabilities 1 1 1 1 1 1 Pass Service Quality (Assurance) 1 Advice giving from ticket seller 1 1 1 1 1 1 Pass 2 Answering of inquiries and giving advice from the service staff 1 1 1 1 1 1 Pass 3 Enthusiasm of staff in providing service -1 1 1 1 1 0.6 Pass 4 Quickness of ticket selling staff 1 1 1 1 1 1 Pass
90 No. Question Expert Points Per Question 1 2 3 4 5 IOC Score Result Service Quality (Empathy) 1 Prioritize pregnant women, children, elderly, and handicap passengers 1 1 1 1 1 1 Pass 2 Open up to passenger’s suggestion 1 0 1 1 1 0.8 Pass 3 Continuously to provide equality in service to all 1 0 1 1 1 0.8 Pass 4 Service provider understand commuters specific needs. 0 1 1 1 1 0.8 Pass 5 Operating hours convenient to all its customers. -1 0 1 1 1 0.4 Not Pass Service Safety 1 Enough lightning at station stairway/bus stop 1 1 1 1 1 1 Pass 2 Security surveillance system installed in the station and at the bus stop 1 1 1 1 1 1 Pass 3 Emergency equipment installed on the transportation; example fire extinguisher and glass smasher 1 1 1 1 1 1 Pass 4 Reasonable traveling speed 1 1 1 1 1 1 Pass 5 Safety from any form of crime throughout the trip 1 1 1 1 1 1 Pass 6 Safety sensors in controlling opening and closing of the door -1 1 1 1 1 0.6 Pass 7 Warning alarm before opening and closing of door 1 1 1 1 1 1 Pass 8 Equipment to lock wheelchair for disabled passenger -1 1 1 1 1 0.6 Pass Service Qualities and Facilities 1 Multiple ways to purchase the ticket 1 1 1 1 1 1 Pass 2 The Comfortability within train and public bus 1 1 1 1 1 1 Pass 3 Waiting seats along the train platform and bus stop 1 1 1 1 1 1 Pass 4 Spacious area around train station and bus stop area 1 1 1 1 1 1 Pass 5 There is automated teller machine (ATM) within the train station or the bus stop -1 1 1 1 1 0.6 Pass 6 There are toilet available around the train station or bus stop 1 0 1 1 1 0.8 Pass Service Personnel 1 Providing service with politeness 1 1 1 1 1 1 Pass
91 No. Question Expert Points Per Question 1 2 3 4 5 IOC Score Result 2 Dress up neatly 1 1 1 1 1 1 Pass 3 Accurately answering inquire information 1 1 1 1 1 1 Pass 4 Officer’s personality and manner 1 1 1 1 1 1 Pass Service Pricing Value 1 Different type of tickets are available to suit your usage 1 1 1 1 1 1 Pass 2 Current available promotion suits your need. 1 1 1 1 1 1 Pass 3 Promotional campaign or discount on special day such as commuters’ birthday, father’s day, and mother’s day 1 1 1 1 1 1 Pass 4 Ticket pricing is appropriate to the traveling distance 1 1 1 1 1 1 Pass 5 Ticket fare is worth the time convenience 1 1 1 1 1 1 Pass 6 Discount can be applied for regular user -1 1 1 1 1 0.6 Pass Service Public Relationship and Delivering of Information 1 Announcing clearly of the next stop within the train or the bus 1 1 1 1 1 1 Pass 2 Directional sign installed within the station or bus stop 1 1 1 1 1 1 Pass 3 Route map being display within on the train/bus and at the station/bus stop -1 1 1 1 1 0.6 Pass 4 Announcement regarding various promotions 1 1 1 1 1 1 Pass 5 Announcement of the delay or any unexpected incident 1 1 1 1 1 1 Pass
92 Appendix 5. Demographic and Public Transportation Behavior Usage of the Sample Group Demographic BTS Skytrain MRT Subway Fan Bus Air-conditioned Bus N Percent N Percent N Percent N Percent 1. Gender Male 37 37% 34 34% 22 22% 46 46% Female 63 63% 66 66% 78 78% 54 54% Total 100 100% 100 100% 100 100% 100 100% 2. Age Below 20 YO 32 32% 28 28% 13 13% 20 20% 20-29 YO 31 31% 43 43% 43 43% 44 44% 30-39 YO 20 20% 17 17% 22 22% 18 18% 40-49 YO 6 6% 4 4% 11 11% 9 9% 50YO or Over 11 11% 8 8% 11 11% 9 9% Total 100 100% 100 100% 100 100% 100 100% 3. Occupation Government Official/ State Employee/ State Enterprise Employee 4 4% 3 3% 7 7% 7 7% Private Sector Employee 41 41% 44 44% 42 42% 43 43% Business Owner/ Freelance 6 6% 12 12% 6 6% 6 6% Farmer/Fisherman 0 0% 0 0% 1 1% 0 0% Laborer/ General Contractor 2 2% 1 1% 6 6% 0 0% Househusband/Housewi fe/Retired/Unemployed 3 3% 0 0% 3 3% 1 1% Student 41 41% 36 36% 35 35% 39 39% Pastor/Nun/Priest 0 0% 2 2% 0 0% 1 1% Others 3 3% 2 2% 0 0% 3 3% Total 100 100% 100 100% 100 100% 100 100% 4. Income Less than 15,000 Baht 50 50% 40 40% 55 55% 51 51% 15,001-30,000 Baht 28 28% 33 33% 31 31% 32 32% 30,001-45,000 Baht 6 6% 15 15% 7 7% 12 12% 45,001-60,000 Baht 10 10% 6 6% 6 6% 3 3% 60,001-75,000 Baht 1 1% 2 2% 1 1% 0 0% More than 75,000 Baht 5 5% 4 4% 0 0% 2 2% Total 100 100% 100 100% 100 100% 100 100% 5. Weekly Usage Frequency 0-3 Times Per Week 86 30.07% 84 30.11% 81 36% 75 30% 4-7 Times Per Week 80 27.97% 74 26.52% 76 34% 34 14%