A STUDY OF FOREIGN PASSENGERS’ TRAVEL EXPERIENCE TOWARD THE SERVICE MARKETING MIX OF THE MASS RAPID TRANSIT SYSTEM IN BANGKOK
Keywords:
Travel Experience, Foreign Passenger, Service Marketing Mix, Mass Rapid Transit SystemAbstract
The objective indicate in this research article is to 1) analyze the foreign passengers’ travel experience on the service marketing mix of the mass rapid transit system in Bangkok. 2) Compare the foreign passengers’ travel experience toward the service marketing mix of the mass rapid transit system in Bangkok classified by their demographic characteristics. And 3) study the problems and suggest the guidelines for developing the service marketing mix of the mass rapid transit system in Bangkok. This research used the qualitative research method. The sampling group was the foreign passengers who have ever traveled by the mass transit system in Bangkok. The sample size was 400 people, selected by using the accidental and specific sampling. The research tool used to collect data was the structured English questionnaire. The descriptive and inferential statistic were the statistics for this research.
The results revealed as follow; 1) the service marketing mix of the mass rapid transit system that the foreign passengers had the level of good in travel experiences were the terms of product, people, process, productivity, physical evidence, and price respectively, except for the term of promotion which had the level of moderate in travel experiences. 2) the comparison for the foreign passengers’ travel experience toward the service marketing mix of the mass rapid transit system, classified by their hometown – different in term of price, classified by their visa – different in terms of product, price, promotion, physical evidence, process and productivity, and classified by their types of accommodation in Bangkok – different in terms of product, price, place, promotion, process and productivity at the significant level of 0.05. and 3) the problems and the guidelines for developing the service marketing mix of the mass rapid transit system revealed that there should be the common ticketing system consists of all line together with bus and boat, increasing of the trains frequency during rush hour and the suitable fare structure in each mode of travel.
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