The Developing the Image and Quality of Services of the State Railway of Thailand to Strengthen the Passengers' intentions
Main Article Content
Abstract
This research aimed to study the organizational image that affects service quality and users' intention services of the State Railway of Thailand and to study the organizational image and service quality that affected users' intention services of the State Railway of Thailand. The random sampling 280 users who used the services of the State Railway of Thailand and the structured questionnaire was used to collect needed data. Descriptive Statistics, and Inferential Statistics were used for data analysis by using structure equation model. The results of the analysis of the developed structural equation model were consistent with the empirical data which were collected from the target samples were tested with the same covariance, which passed the standard statistical criteria of = 244.064 , df = 74, p-value = 0.000, CFI = 0.957 and RMSEA = 0.085. The results revealed that organizational image had not direct influence users' intention of using services with the magnitude of influence was 0.042 (p = 0.993), but found that it had an indirect influence through service quality at statistical significance at 0.01 with the magnitude of indirect effect was 0.811. While the organizational image had direct influence on service quality at the statistical significance level of 0.01 and the coefficient value that represented for magnitude of influence was 0.991. Moreover, service quality had a positive directly influence users' intention of using services at the statistical significance level at 0.01 and the coefficient value that represented for magnitude of influence was 0.907. From the above finding, it indicated that the service quality is great importance, especially the services are products which are intangible so the service quality is also something that helps to support the organization to have a good image as well.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยเทคโนโลยีราชมงคลอีสานและคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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