The relationship of factors affecting the decision to use public coach bus of State

Abstract

The purpose of this research was to study the relationship of factors affecting the decision to use the public bus service. The sample group used in this research study was 400 samples of passengers using the public bus service in the Bangkok-Chatuchak bus terminal building (Mo Chit 2) using a questionnaire as a tool to collect data and analyze it for percentage, frequency distribution. standard deviation, independent sample (t-test), one way ANOVA (F-test), and multiple regression.

The results of the research study found that The passenger marketing mix factor was of high importance ( = 3.44) in all aspects, and the two aspects that most affected the decision to choose the service were the service process and the personnel aspect. The overall effect on the decision to use the public bus tour service was at a moderate level ( = 3.21). normal product factors If the passenger's income increases Passengers will have a higher level of decision-making in choosing the service. Consumer behavior factors affecting the decision to use the public bus tour in general were at a high level ( = 3.45). reuse and affect the level of decision-making at the greatest level As for the hypothesis testing, the relationship between factors affecting the decision to use the public bus tour service When considering the marketing mix factor (7P's), it was found that marketing promotion and distribution channels were related to the decision to use the public bus tour. In the same direction, assumptions at a significance level of 0.01, the theoretical factor of demand was related to the decision to use the public bus tour. It was found that the elasticity of demand for normal goods and substitute goods correlated with the decision to use the public bus tour In the same way, assumptions at the significance level 0.01 and consumer behavior factors were related to the decision to use the public bus tour service, it was found that the frequency of use of the service and the loyalty of the product or brand loyalty were related. with the decision to use the public bus tour The same way as the assumptions at the significance level 0.01

           When considering the overall relationship of factors affecting the decision to use the public bus tour service, it was found that 62.80% of the three factors affected the decision to use the public bus tour. Market Mix (7P's) Theoretical Factors of Demand and consumer behavior factors related to the decision to use the public bus service same way at 0.01 significance level

Keywords : service decision, public coach bus bus, state