CUSTOMER’S EXPECTATION OF SERVICE QUALITY, QUALITY PERCEPTION, AND LOYALTY OF USING THE INTERNATIONAL TRANSPORTATION SERVICE IN NONG KHAI PROVINCE
Keywords:
Expectation, Perception, Service Quality, Brand Loyalty, International Transportation ServiceAbstract
The purposes of this research are 1) to investigate the expectations and perceptions of the customers’ expectations of service quality, quality perceptions, and loyalty of using the international transport service in Nong Khai Province; 2) to compare the differences between the customer’s expectations and quality perceptions; 3) to study the relationship between service perceptions and repurchase and word of mouth. The sample was 400 people who use international buses in Nong Khai Province. The data was collected from the mailed questionnaire and analyzed by using percentage, mean, standard deviation, paired t-test and Pearson correlation. The results showed that, overall, the service users had service quality expectations at a high level, and perceived service quality at a moderate level. Service users had expectations of service quality differ from perceptions in every aspect at the significance level of 0.05. In addition, all aspects had expectation’s mean higher than service perception’s. That points out that the customers are not satisfied with service quality. The service quality perceptions of users in terms of service standards, staff and the facility aspect correlated with repeat service loyalty and word of mouth at the significance level of 0.05. The results of this research can be used as a guideline to improve the service quality of international bus operators in Nong Khai Province, identify customer needs from expectations to increase satisfaction and create customer loyalty leading to greater business sustainability.
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