ปัจจัยที่มีอิทธิพลต่อความตั้งใจในการใช้บริการรถโดยสารปรับอากาศชั้น 1 ซ้ำและการสื่อสารการตลาดแบบปากต่อปากของผู้โดยสารรถประจำทางในจังหวัดนครศรีธรรมราช

Abstract

This research aims to study 1) the importance of service quality, perceived of money, intention to repurchase, and word of mouth of the first class air-conditioned bus's passengers, 2) service quality influencing the perceived of money, 3) service quality influencing the intention to repurchase, 4) perceived of money influencing the intention to repurchase, and 5) intention to repurchase influencing the word of mouth. A questionnaire was used as a tool to collect data from 400first class air-conditioned bus's passengers in Nakorn Si Tammarat Province. The data were analyzed by frequency, percentage, arithmetic mean, standard deviation, and regression analysis The research findings were as follows: 1) the importance of service quality, perceived of money, intention to repurchase, and word of mouth of the first class air-conditioned bus's passengers were at a high level, 2) service quality significantly influence the perceived of money, 3) service quality significantly influence the intention to repurchase, 4) perceived of money significantly influence the intention to repurchase, and 5) intention to repurchase significantly influence the word of mouth. Based on research findings, the entrepreneurs of first class air-conditioned bus should set measures to maintain the bus's engine performance and security check of the bus before running in order to passengers to be confident in the service. This implement will make passengers to use the service again and word-of-mouth to increase the number of passengers.