Multivariate Analysis of Customer Satisfaction: A Case Study of Bangkok’s Mass Rapid Transit (MRT) Passengers

Abstract

One of the service quality indicators for urban rail transit system is the service evaluation from a passenger’s viewpoint. The key objective of service quality analysis is to improve services such that user expectations and needs can be met. This study aims to analyze customer satisfaction of Bangkok’s mass rapid transit (MRT) system. Data was collected from 661 respondents by means of questionnaire survey. Based on 31 service quality attributes, relationships between the overall customer satisfaction and service quality attributes are analyzed using factor analysis and structural equation modeling. Results indicate that travel convenience is the most significant factor affecting the overall satisfaction. Other factors include transit fare, service and information, cleanliness and safety, transit facilities, and access/egress to stations. Furthermore, market segmentation analysis reveals distinct findings across four categories of MRT users. It is expected that results can be used to enhance the overall performance of urban rail system.

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