Factors Influencing Perceived Service Quality and Customer Satisfaction of Student Shuttle Services Between Campuses at Chiang Mai Rajabhat University

Abstract

          The objectives of this research are: 1) to analyze the confirmatory factors of causal factors, and 2) to study the direct and indirect influencing factors on the perceived service quality of shuttle bus service users traveling between campuses districts at Chiang Mai Rajabhat University.  A Structural Equation Model (SEM) based on the SERVQUAL service quality measures was applied for the Confirmatory Factor Analysis (CFA).  A questionnaire survey was randomly conducted among 400 Chiang Mai Rajabhat University students who traveling between campuses districts.

          The results of the Confirmatory Factor Analysis indicated that the confirmatory factors were satisfactorily aligned with empirical data.  The statistical fit indices used to evaluate the model's consistency were /df=2.089, GFI=.902, AGFI=.871, CFI=.959, NFI=.925, TLI=.950, RMSEA=.052, and SRMR=.025. These factors were classified into five dimensions according to the SERVQUAL service quality measures: assurance, reliability, tangibility, empathy, and responsiveness.  These dimensions directly impact the service quality, and service quality significantly.  Furthermore, they indirectly affects the university shuttle services users’ satisfaction.