ปัจจัยที่ส่งผลต่อความพึงพอใจ การกลับมาใช้ซ้ำ และการบอกต่อของนักท่องเที่ยว : กรณีศึกษา บริการรถสองแถว เส้นทาง นาเกลือ-พัทยา จังหวัดชลบุรี

ปวีณา สายไธสง; สุรสิทธิ์  บุญชูนนท์

ผู้แต่ง

ปวีณา สายไธสง คณะบริหารธุรกิจ มหาวิทยาลัยรามคำแหง
สุรสิทธิ์ บุญชูนนท์ คณะบริหารธุรกิจ มหาวิทยาลัยรามคำแหง

คำสำคัญ:

คุณภาพการบริการด้านโลจิสติกส์, ความพึงพอใจ, การบอกต่อ, การกลับมาใช้บริการซ้ำ, โลจิสติกส์, โหมดการขนส่ง, บริการรถสองแถว

บทคัดย่อ

การวิจัยนี้มีวัตถุประสงค์ (1) เพื่อศึกษาปัจจัยที่มีผลต่อความพึงพอใจ ได้แก่ ด้านการจับต้องได้ การตอบสนอง ความปลอดภัย และความน่าเชื่อถือ (2) เพื่อศึกษาปัจจัยที่มีผลต่อความการกลับมาใช้ซ้ำ อันได้แก่ ด้านการจับต้องได้ การตอบสนอง ความปลอดภัย ความน่าเชื่อถือ และความพึงพอใจ และ (3) เพื่อศึกษาปัจจัยที่มีผลต่อการบอกต่อ อันได้แก่ ความพึงพอใจและการกลับมาใช้บริการซ้ำของนักท่องเที่ยวชาวไทยที่ใช้บริการด้านการขนส่งสาธารณะ รถสองแถวเส้นทางนาเกลือ-พัทยา จังหวัดชลบุรี เป็นการศึกษาที่มุ่งเน้นวิจัยเชิงปริมาณและใช้แบบสอบถามเป็นเครื่องมือในการเก็บรวบรวมข้อมูล ประชากรที่ศึกษาไม่ทราบจำนวนแน่นอน ขนาดตัวอย่างที่ศึกษาจำนวน 350 คน ใช้สถิติเชิงพรรณนา และการวิเคราะห์การถดถอยพหุคูณ ผลการวิจัยพบว่า คุณภาพการบริการโลจิสติกส์ด้านการจับต้องได้ การตอบสนอง ความปลอดภัย ความน่าเชื่อถือ มีอิทธิพลต่อความพึงพอใจ การกลับมาใช้บริการซ้ำ และ การบอกต่อของนักท่องเที่ยว ผลการศึกษานี้สามารถให้ข้อมูลอ้างอิงที่เป็นประโยชน์แก่นักวิจัย บริษัท และบุคคลที่ทำงานในองค์การและหน่วยงานที่เกี่ยวข้อง

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