Factors affecting customer satisfaction of dark red line Skytrain system for undergraduate students living in Pathumthani province

บทคัดย่อ

Purpose – This research study aims to find the key components in personal profiles, purchase decisions, and Skytrain operation that affect customer satisfaction with the dark red line Skytrain system. Methodology – With the quantitative method, the survey technique is used to collect data from 400 respondents who are undergraduate students in Pathumthani province. The data analysis uses both descriptive and inferential statistics: frequency, percentage, mean, standard variation, t-test, F-test, and correlation. Findings - The results show that customer satisfaction is affected by a personal profile that is the year of study. In addition, customer satisfaction is affected by purchasing decisions: the reason to purchase, ticket types, channels to buy a ticket, the amount of money put in Rabbit cards, and influencers. Customer satisfaction is affected by Skytrain operation with the SCOR model: plan, source, make, deliver, and return. Research limitations - This study is sectional research as one period of time for data collection. It cannot reveal the trend of changing in the main factors impacting customer satisfaction. This research study's findings cannot be used for other transportation modes as the data are collected from Skytrain customers. Practical implications - Focusing on main factors, transportation service operators can implement the right strategies to increase customer satisfaction. Originality/ value - This paper focuses on creating scales for customer satisfaction. The main factors affecting customer satisfaction are in the scope of this study.