Customer attitudes toward service of BTS SkyTrain during weekdays

Name: Kanit Vannasiri

keyword: BTS SkyTrain

; Services of the BTS

; Consumer behavior

; Customer attitudes

; Customer satisfaction

Abstract: BTS SkyTrain is the largest mass transit operator in Bangkok, Thailand with 66% ridership market share during the working week at around 600,000 people per day. The company tries to improve its customer satisfaction towards services by doing a customer satisfaction survey annually. However, the latest satisfaction rating was just 3.84 out of 5. There are three main research objectives. First, the research will identify the target consumers and their profiles for BTS SkyTrain. Second, the research will evaluate customer attitudes toward services that BTS offers during the trip. Lastly, the research will discover customer attitudes toward the usage of the Rabbit Smart Pass card system. The exploratory research includes secondary research, which was obtained from published sources, while eight in-depth interviews provided insights of consumer behaviors and perceptions toward BTS SkyTrain. The key findings from the exploratory research were validated through the descriptive research of 216 online questionnaires. The Statistical Package for the Social Sciences (SPSS) program was also used to analyze the data from the survey. All respondents were divided into three segments based on their lifestyle, which are Active Passengers, Socially Oriented Passengers, and Variety Seeking Passengers. Moreover, the study revealed some issues that were necessary for the passengers. For example, there were no plastic bags provided to pack umbrellas when it rained, there was no the LED information board to notice what time the train will come, etc. Recommendations are provided that the company can implement that takes these into consideration. This research is designed to obtain a better understanding of customer attitudes towards services of the BTS SkyTrain during weekdays. The findings from this study will provide the benefits not only for the BTS SkyTrain to gain a higher annual rating and more customers, but also to increase the customer happiness.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2017

Modified: 2021-04-27

Issued: 2021-04-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.466

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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