Behaviors, Marketing Mix Factors and Customer Satisfaction of Riders among Airport Rail Link (ARL), Bangkok Mass Transit System Public Company Limited (BTS) and Mass Transit Authority of Thailand (MRT)

Abstract

This study is to compare behaviors, marketing mix factors and customer
satisfaction of riders among Airport Rail Link (ARL), Bangkok Mass Transit System Public Company Limited (BTS) and Mass Transit Authority of Thailand (MRT). The convenience sampling is used with 1,200 questionnaires. Reliability and validity of data are tested by
factor analysis and Cronbach’s Alpha before both descriptive and inferential statistics are exploited to find the difference and relationship between independent variables (demographic and marketing mix factors) and dependent variables (riders’ behaviors
and customer satisfaction). The result shows that most of 3 mass transit rail systems respondents are female, single, an age between 20 and 30 years old, a bachelor degree, pupils/students, and incomes below 5,000 Baht. Behaviors of respondents are 2 times/day in travel frequency, travel time between 8.01 and 10.00 A.M., journey purpose for studying, buying daily tickets, main purpose using the system to avoid traffic jams and to repeat the services. The customer satisfaction of riders is very
satisfied (3.80-3.87). Furthermore, in various aspects of customer satisfaction and marketing mix factors, there are mean differences of customer satisfaction and marketing mix factors among 3 mass transit rail systems at the statistically significant level of 0.05.