CAUSAL FACTORS INFLUENCING LOYALTY OF PUBLIC TRANSPORTATION USERS IN THAILAND

Abstract

The objectives of this research study were 1) to examine marketing mix (MM), service quality (SQ), user satisfaction (SA), and public transport user loyalty in Thailand (CL); 2) to develop a causal model influencing public transport user loyalty in Thailand; and 3) to study the direct and indirect influences of factors affecting public transport user loyalty in Thailand. This research study employed a quantitative research design. 400 samples of MRT public transport users in Thailand were conducted. Data used in this research were analyzed using descriptive statistics, Pearson's product-moment correlation coefficient, confirmatory factor analysis, and structural equation modeling.

The research study revealed that 1) service quality (SQ) and marketing mix (MM) were at the highest level, and public transport user loyalty (CL) and user satisfaction (SA) were at a high level. 2) The developed model was consistent with the empirical data with chi-square (χ^2) = 80.769, df = 78, χ^2/df= 1.036, P = 0.393, GFI = 0.977, AGFI = 0.955, RMSEA = 0.009, and RMR = 0.014. 3) The said model consisted of a variable that directly influenced the public transport user loyalty in Thailand, including user satisfaction, and variables that indirectly influenced the public transport user loyalty in Thailand, namely marketing mix and service quality, affecting the public transport user loyalty in Thailand, which was obtained from user satisfaction.