There are many factors that can influence the customer's decision to choose to use the bus service. There are many types of transport, but one type of transport that tourists always choose to use. There are also many groups of customers who are willing to use the bus service, and they may have different purposes for using the bus.
As we can see that the bus can serve many groups of customers, we can know that the demand is increasing and according to the statistics of the Ministry of Transport, more tourist buses are registered every year (Statistical Group of the Department of Transport, 2013). In this research, the author will look at one of the bus companies operating in the southern part of Thailand. There are many types of customer groups that use the service in this company.
Research Question
Research Objective
Research Scope
Expected benefit
LITERATURE REVIEW
Definition of tourist bus
Pass research on customer satisfaction on bus transportation
The diver and the bus are both factors that would be involved in providing customer satisfaction. The bus would have 2 separate floors and to be connected with the stairs, the study has shown that how important the structure of the bus chassis is related to the safety of passengers and other road use. This is also related to gravity, where when the bus is moving, the bot would tip over.
This is to construct the frame and continue to connect the metal up to the roof. Buses can help reduce air pollution and traffic congestion if people switch from using private vehicles to bus service where they can travel in groups. When it comes to bus accidents, one of the main issues is trying to get out of the bus as quickly as possible.
An article from Dailynews mentions that 3 important devices that can help people survive after a bus accident are a hammer, a fire extinguisher and an emergency exit. The hammer is specially designed to break the glass, so it is one of the best items in the bus to use for passengers and passengers to hit the glass window and get out of the bus. The emergency exit is usually located on the right side towards the rear on the upper and lower levels of the bus and is larger than 120 x 40 cm so that passengers can choose to exit from there in the event of an accident (Dailynews, 2013).
The seat must be equipped with seat belts on all seats, according to research into bus safety. The belt should meet the production standard. However, in terms of rules and regulations for Thai buses, there are still exceptions for certain types of buses that do not require seat belts.
Customers
The customers are not only dependent on the brand, but there are also other factors that can influence customers' attitudes (Fatih Geti & Hayrettin Zengin, 2013). Today, there are many factors that are changing from the past and have created a new market for customers. Customers will then have a choice and will have to think much more before making a choice than in the past, when there was less competition (Cohen M., 2006).
METHIDOLOGY
- Research scope
- Sample size and sampling
- Instrument
- Data collection
- Analysis tool and method
The sample size is obtained in the Yamane sample size formula which is the formula. For each year, the number of customers who use the bus service is about 2000 people. According to another study on statistics, tic and research suggested that there should be at least 150 respondents if there are few factors to be the component.
The study of this research is to find out the factors that drive customers to make a decision to hire bus services from Munkung. The questionnaires are divided into two parts which are general and demographic questions and the second part is the specific question. This study was done in the quantitative method by giving the questionnaire to the existing customers.
The questionnaire paper will be distributed to 150 customers in terms of paper base and after they have completed the questionnaire, the papers are collected back to the author. This would indicate which factor would influence the customers in making the decision to hire the double decker bus service from Mungkung.
RESEARCH FINDING
Data analysis
Frequencies
Proportion of Gender
Proportion of age
Proportion of customer's status
Cross Tabulation
This research considered the variable by using Chi-square statistical value which is the value used to test the statistical significant of cross. The result of chi-square value will show that two variables are related or not and it is also suitable to be a segmentation variable or not. If the chi-square value is less than 0.05 or 5%, it means that the 2 variables are related or statistically significant, which means that the variable that we believe should be used as a segmentation variable.
But if the chi-square value is higher than 0.05 or more than 5%, it means that two variables are not related or have a high chance of being independent. The purpose is to determine whether gender and age are a potential segmentation variable for the research or not. Cross tabulation between gender and frequency of bus usage by customers shows as table 4.1 and chi-square value shows as table 4.2.
It means that gender and how often customers use a bus have a small chance of being independent. The cross-tabulation between age and how often customers use a bus is shown in Table 4.3 and the chi-square value is shown in Table 4.4. It means that age and how often customers use a bus have a high probability of being independent.
Factor analysis
The top five rankings are safety equipment, clean cool air, wide legroom, the driver must not break the rule, and the bus must not provide multi-functional functions. The second group had a percentage of variance of 24.5%, and the last group had 15.5%. The result of factor analysis shows the result of rotated component matrix as Table 4.9 and the factor that motivates customers the most are 3 groups of factors which are professional driver, bus decoration and quality bus are shown as Table 4.10.
DISCUSSION AND RECOMMENDATION
- Discussion
- Recommendation
- Limitation
- Further research
In this case, it means that customers want all buses to be equipped with safety equipment so that in the event of an accident, they can retrieve the equipment and help them and survive the situation. The second most important factor that customers are concerned about seems to be the cold, clean air conditioning on the bus. Breathing is something that people should do all the time and they cannot stop doing it for a minute. That is why customers want to be in a good climate where they can breathe good air.
They would spend all their time in this seat and would want to be in it as comfortably as possible and have legroom for stretching. When people travel, the main objective is to reach the destination and when the bus malfunctions, they may not reach the destination on time. The result happens to be that gender has less opportunity to be independent and this means that gender should be considered as a segmentation in this case.
Age and gender were considered as segmentation because gender and age can be immediately seen and recognized by people, but other aspects like income or level of education are quite difficult to assess unless you go to the customers and ask them. Another area is that the bus must be built as a comfortable and durable customer bus with equipment that can provide maximum customer satisfaction. When the buses go to work, the one who would be in contact with customers is the driver, so they should strictly follow company rules and government regulations.
As the bus leaves the company and picks up customers, the questionnaire was handed out to the customers, but it will take a week or two for the bus to return. It would be better if the questionnaire was passed to all customer groups within a year.
CONCLUSION
The second group is bus decoration group consists of colorful decoration and light decoration had percentage of variance value equal to 24.40%. And the last group is bus consists of malfunction, clean and cold, and safety equipment had a percentage of the variance value equal to 15.50%. Furthermore, the highest mean value of descriptive statistics was that the customer wanted a bus that provides safety equipment.
Therefore, the bus business should focus on testing the good bus that suits the customer's perception with good drivers serving the service.
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