Service Quality Factors Affecting Satisfaction of Service Recipients on Thailand Transport Services

Abstract

    This study delves into the intricate dynamics of service quality and its profound influence on customer satisfaction within the transportation service sector. Employing a robust quantitative research methodology, the investigation meticulously analyzes data from a comprehensive survey of 400 participants, boasting an impressive 91.25% response rate. This is complemented by face-to-face interviews using semi-structured questionnaire conducted in Nakhon Ratchasima province, which serve to enrich the quantitative findings. The total reliability of the questionnaire is underscored by a high-reliability score of 0.873, affirming the integrity and dependability of the collected data. Central to the study is the examination of various hypotheses through the lens of multiple regression and content analysis, with a particular focus on identifying the pivotal elements of service quality factors that significantly impact customer satisfaction. The research findings illuminate the critical role of empathy as the primary drivers of customer satisfaction, reliability and responsiveness as the secondary role in the transportation services domain. While aspects such as tangibility and reassurance are acknowledged for their contribution to enhancing satisfaction, their overall impact on the satisfaction continuum is identified as relatively minimal. In response to these insights, the study advocates for the adoption of the 5D service quality factors by transportation service providers. This innovative framework proposes a systematic approach to bridging the gap between service stimuli and customer responses, emphasizing the importance of individualized touchpoint marketing. By implementing this strategy, businesses are poised to deliver consistently improved services that not only meet but exceed customer expectations, thereby fostering customer delight and cultivating enduring relationships. This strategic orientation is posited as a cornerstone for achieving a competitive advantage in the fiercely competitive landscape of the transportation service industry. Through this comprehensive analysis, the study contributes a novel body of knowledge to the field, offering actionable strategies for service quality enhancement and customer satisfaction optimization.