A Comparative Analysis of Demographic Factors Affecting Satisfaction with Service Marketing Mix (8Ps) of Bangkok's Mass Transit System: A Case Study of Foreign Passengers

Abstract

This research aimed to study 1) analyze foreign passengers' satisfaction with the marketing mix of Bangkok's mass rapid transit services, and 2) compare foreign passengers' satisfaction with the marketing mix based on demographic characteristics. The sample consisted of 400 foreign passengers who had traveled via Bangkok's mass rapid transit system, selected through purposive sampling in conjunction with accidental sampling. Data were collected using an online English questionnaire, and the statistical methods employed for hypothesis testing included One-way ANOVA and Scheffe's post-hoc test. The findings revealed that foreign passengers' overall satisfaction with the marketing mix of Bangkok's mass rapid transit services averaged 3.67, indicating a high level of satisfaction. Comparative analyses demonstrated that: 1) Foreign passengers from different domiciles showed significant differences in satisfaction regarding the price dimension; 2) Foreign passengers with different visa types exhibited significant differences in satisfaction concerning product, price, promotion, physical evidence, process, and productivity dimensions; and 3) Foreign passengers residing in different accommodation types in Bangkok showed significant differences in satisfaction regarding product, price, place, promotion, process, and productivity dimensions at the statistical significance level of 0.05. Therefore, it is evident that the price factor has the most significant impact on satisfaction among foreign passengers with varying demographic characteristics. Stakeholders involved in determining prices and service costs of Bangkok's mass rapid transit system should utilize these findings to develop marketing strategies that ensure continued service utilization by foreign passengers.