Main Article Content
The objectives of this research were (1) to study factors influencing trust, viz., perceived price value, delivery performance, and service quality of Ruam Thavorn Transport Company Limited (RTTC-L) customers; (2) to study factors influencing customer satisfaction, viz., perceived price value, delivery performance, service quality, and trust of RTTC-L customers; (3) to study factors influencing positive word of mouth, viz., trust and customer satisfaction of RTTC-L customers; (4) to study factors influencing continuance intention, viz., trust, and customer satisfaction of RTTC-L customers; and (5) to examine the congruence of the causal relationship model of the influence of perceived price value, delivery performance, and service quality on trust, customer satisfaction, positive word of mouth, and continuance intention of RTTC-L customers with empirical data. The researchers conducted quantitative research which involved empirical research. A questionnaire was used as a research instrument for collecting pertinent data from RTTC-L 442 customers in Thailand. Used simple sampling random
method. The statistics used in data analysis were frequency, percentage, mean, standard deviation, and structural equation model analysis. The results of SEM analysis showed that the model was congruent with empirical data at a good level. Chi-square (χ2) 585.016; degrees of freedom (df) 586; relative chi-square (χ2/df) 0.998; probability-value (p-value) 0.504; goodness of fit index (GFI) 0.942; adjusted goodness of fit index (AGFI) 0.906; and root mean square error of approximation (RMSEA) 0.000. Furthermore, the research findings were: (1) Perceived price value positively influenced trust. (2) Delivery performance positively influenced trust. (3) Service quality positively influenced trust. (4) Perceived price value positively influenced customer satisfaction. (5) Delivery performance positively influenced customer satisfaction. (6) Service quality positively influenced customer satisfaction. (7) Trust positively
influenced customer satisfaction. (8) Trust positively influenced positive word of mouth. (9) Customer satisfaction positively influenced positive word of mouth. (10) Trust positively influenced continuance intention. (11) Customer satisfaction positively influenced continuance intention.
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