PASSENGER’S EXPECTATION AND SATISFACTION OF SERVICES ON LATE VAN HATYAI - YALA : A CASE STUDY OF SAHA YALA TRANSPORT LIMITED

Abstract

The objectives of this study were to study the contrast between the expectation and satisfaction of passengers per serving of van bus Hat – Yala, Saha Yala Transport Limited classified by personal factors. By collecting data from 384 users of vans bus Hat - Yala Yala Saha Limited. The data was analyzed by descriptive analysis, percentile, mean, presenting the results of contrasting passenger’s expectations and satisfaction utilizing Importance Performance Analysis techniques and evaluating research hypothesis with Multivariate Analysis of Variance (MANOVA). The results of the research found that expectations and satisfaction of passengers in all 5 categories were at the highest level, but the levels of expectations were lower than satisfaction. The averages of ratings of satisfaction. were in the range of 4.07-4.18 and the average ratings of expectations were in the range of 4.06-4.16. When the ratings of expectation and the ratings of satisfaction were analyzed by using the IPA technique, it was found that the average of the expectations and satisfaction of passengers were in the Quadrant 2, showing that there was a balance between expectations and satisfaction of passengers. In addition, the results of this study showed : 1) There was statistically significant difference at 0.05 level between passengers expectations and service vans based on the difference of passengers educational level. 2) There was statistically significant difference at 0.05 level between passengers monthly revenue and passengers satisfaction on vans service.