ปัจจัยที่ส่งผลต่อความพึงพอใจ การกลับมาใช้ซ้ำ และการบอกต่อของนักท่องเที่ยว : กรณีศึกษา บริการรถสองแถว เส้นทาง นาเกลือ-พัทยา จังหวัดชลบุรี

Paweena Saythaisong; Surasidh Boonchunone

Authors

Paweena Saythaisong The Faculty of Business Administration, Ramkhamhaeng University
Surasidh Boonchunone The Faculty of Business Administration, Ramkhamhaeng University

Keywords:

Logistics Service Quality, Satisfaction, Word of Mouth, Revisit Intention, Logistics, Transportation Mode, Songthaew Service

Abstract

This research aimed to study (1) the factors affecting satisfaction, namely tangibility, responsiveness, safety, and reliability (2) the factors affecting revisit intention, namely tangibility, responsiveness, safety, reliability, and satisfaction and (3) the factors affecting word-of-mouth, namely satisfaction and revisit intention of tourists using public transportation, the songthaew route from Na-Kluea to Pattaya, Chonburi Province. This quantitative research study used a questionnaire as the main data collection tool. The researcher employed qualitative research for Thai tourists' sample size calculation of unknown population size. The subjects were the administration of 350 Thai tourists and dealt with data using descriptive statistics and multiple regression analysis. Findings are as follows: logistics service quality dimensions of tangibility, responsiveness, safety, and reliability influenced tourist satisfaction, revisit intention and word-of-mouth. The results of this study can provide useful reference information for researchers, companies, and individuals working in organizations and agencies involved in the tourism industry.

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