Factors affecting the customer decision making on using M.R.T. Chaloem Ratchamongkhon Line in COVID – 19 pandemic period

Abstract

This research aimed 1) to study the demographic factors affecting decision making on MRT Chaloem Ratchamongkhon Line in COVID – 19 pandemic period. 2) to study the marketing mix factors affecting decision making on MRT Chaloem Ratchamongkhon Line in COVID – 19 pandemic period. The samples were 404 commuters who have used MRT Chaloem Ratchamongkhon Line. A research tool was the questionnaires with a confidence index of 0.978. Also, the researcher used statistical analysis, which included t-test, one-way ANOVA, and multiple regression. The results of this research found that the largest number of respondents were male with ages between 21 – 30 years. Moreover, this group of respondents was the single status with Bachelor's degrees who worked in private companies and received average income between 20,001 – 30,000 Bath a month. Most of them who lived or worked in Bangkok were far from MRT station less than five kilometers on weekdays around 9.00 AM – 12.00 PM, and travel between Hua Lumphong station – Bang Sue station. The results of the hypothesis test revealed that respondents of demographic factors on the level of education and monthly average income had significantly affected decision making MRT Chaloem Ratchamongkhon Line usage. Furthermore, the marketing mix factors in terms of product, promotion, people, and the physical evidence had significantly affected decision-making MRT Chaloem Ratchamongkhon Line usage.