Service Quality Influencing Passenger Satisfaction and Reuse Intention on the Bangkok – Nakhon Ratchasima Air–Conditioned Bus Route
Keywords:
Service Quality, Passenger Satisfaction, Passenger Reuse IntentionAbstract
Public transportation not only improves the quality of life and society but also reduces environmental impacts. Although intercity buses remain the most popular choice in the public transportation system, interprovincial bus operators are facing a decline in passengers, while the use of personal vehicles continues to steadily increase. These trends indicate a declining interest in public bus services. This quantitative research aims to explore the direct impact of service quality on passenger satisfaction and reuse intention, as well as to explain the indirect impact of service quality on intention to reuse through passenger satisfaction. This survey research used questionnaires to collect data from 385 passengers traveling
by air-conditioned buses on the Bangkok - Nakhon Ratchasima route using a purposive sampling method. Descriptive statistics were used to explain the characteristics of the samples and the levels of the variables. A covariance-based structural equation model was employed to test the research hypotheses. The study results indicate that passengers perceive service quality, satisfaction, and reuse intention at a very high level. The bus service quality consists of five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The research findings according to the objectives are as follows:1) Passenger satisfaction and reuse intention are positively and directly affected by service quality.
2) Passenger satisfaction leads to the intention to reuse.
3) Passenger reuse intention is positively influenced by service quality indirectly through satisfaction, with statistical significance at the 0.01 level.
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