Effect of Service Quality on Decision Making and Service Usage Behaviour of Public Bus Users in Phutthamonthon District, Nakhon Pathom Province

Abstract

The objective of this research is to analyse the effect size of service quality affecting on decision making and service usage behaviour of public bus users in Phutthamonthon District, Nakhon Pathom Province. This research is quantitative. The sample was 580 public bus users. Multi-stage sampling was employed in selecting the sample. Research instrument was a questionnaire measuring service quality level, opinions in decision making, and behaviours of public bus service users in Phutthamonthon District, Nakhon Pathom Province. Index of Item-Objective Congruence (IOC) was performed to determine content validity in which the score of 0.67 -1.00 was achieved. Reliability test was also performed in which the value of 0.92 was achieved. Data were analyzed using structural equation model analysis.

The findings indicated that the goodness of fit of the model of service quality effect on decision making and service usage behaviour of public bus users in Phutthamonthon District, Nakhon Pathom Province is ideal, with the statistical values of c²= 69.871, c²/df = 1.248, df = 56, p-value = 0.101, RMSEA = 0.021, RMR = 0.013, GFI = 0.982, AGFI = 0.971 and CFI = 0.995. All the variables in the model can be used to explain variations of service usage behavior of public bus users by 29.30%. In addition, the results showed that service quality has a direct effect on service behavior (β = 0.492). Service quality has a direct effect on the decision to use service (β = 0.605). Service quality has an indirect influence on service usage behavior through the decision to use service (β = 0.045).