อิทธิพลของคุณภาพการให้บริการและความพึงพอใจที่มีต่อความภักดีของนักท่องเที่ยว ในการใช้บริการรถสาธารณะในจังหวัดประจวบคีรีขันธ์

Panida Ninaroon; Pawintana Charoenboon; Pachoke Lert-asavapatra; Suwita Pruksaarporn; Sudarat Chirapruk

Authors

Panida Ninaroon College of Innovation and Management, Suan Sunandha Rajabhat University
Pawintana Charoenboon School of Interdisciplinary Studies, Mahidol University Kanchanaburi Campus
Pachoke Lert-asavapatra College of Innovation and Management, Suan Sunandha Rajabhat University
Suwita Pruksaarporn College of Innovation and Management, Suan Sunandha Rajabhat University
Sudarat Chirapruk College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords:

Service Quality, Satisfaction, Loyalty

Abstract

This research aimed to 1) examine the levels of service quality, satisfaction, and loyalty among tourists using public transportation in Prachuap Khiri Khan province; (2) analyze the influence of service quality and satisfaction on loyalty; and 3) develop a causal relationship model to predict loyalty. A questionnaire was administered to 300 tourists who had previously used public transportation services in the province. Data were analyzed using structural equation modeling (SEM). The findings revealed that 1) satisfaction has the highest overall average of 3.87 with a standard deviation of 0.942 2) service quality had a direct influence on satisfaction and both direct and indirect influences on loyalty through satisfaction and 3) the created structural model matched the actual data (perfect fit), with the following fit scores CMIN/df = 2.267, GFI = 0.962, NFI = 0.959, RFI = 0.939, IFI = 0.977, TLI = 0.965, CFI = 0.977, and RMSEA = 0.065. The results suggest that the proposed model can serve as a practical framework for improving public transportation systems to tourist expectations and enhanced loyalty.

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