THE INFLUENCE OF ELECTRONIC SERVICE QUALITY ON SATISFACTION OF VIABUS APPLICATION IN BANGKOK

Abstract

According to the current traffic jam situation in Bangkok, Bangkokians who use public transportation as their main method of travel need to properly plan their routes and travel times. The ViaBus application was developed to meet this need. The ViaBus application provides real-time information on public bus schedules and notifies users about bus routes. This helps users avoid wasting time waiting for buses and allows them to plan their transportation in advance. The purposes of this research are to study the level of opinion on the electronic service quality of the ViaBus application in Bangkok, the level of satisfaction with the ViaBus application in Bangkok, and the influence of electronic service quality on satisfaction with the ViaBus application in Bangkok. The sample group was chosen using accidental sampling, which included 400 respondents from Bangkok. A questionnaire was used for data collection. The statistics for data analysis included frequencies, percentages, mean, standard deviation (SD), and multiple linear regression (forward selection technique). The findings indicated that there was a high level of positive opinion regarding the electronic service quality of the ViaBus application in Bangkok. When considered in each aspect, the aspects with the highest positive results were system readiness, capability, and privacy. Furthermore, the ViaBus application in Bangkok demonstrated a high level of satisfaction, with all constructs of electronic service quality, including capability, system readiness, and privacy, significantly influencing this satisfaction at the 0.05 level.