Factors affecting customers' decision for repeated usage of The Pink Line mass transit system (Khae Rai - Min Buri)

Abstract

This study aimed to investigate (1) demographic factors; (2) behavioral factors; and (3) marketing mix factors on the decision for repeated usage of The Pink Line mass transit system (Khae Rai - Min Buri). The Pink Line mass transit system (Khae Rai - Min Buri), which connects key areas in Bangkok and Nonthaburi, plays a significant role in shaping travel behavior. Understanding the factors affecting repeat usage is essential for planning and developing transportation systems that align with users’ long-term needs. Data were collected from a sample of 400 samples through questionnaires in Bangkok and Nonthaburi. The data were analyzed using descriptive statistics, inferential statistics, and binary logistic regression analysis. The results indicated that the factors that significantly affected the decisions to repeat the service were 1) demographic factors which were gender, age, occupation, and income; 2) behavioral factors which were the choice of transportation mode after disembarking from the Pink Line to reach the final destination; and 3) marketing mix factors (7Ps) which were product (travel speed, convenience, and system reliability), price (appropriateness of fare relative to travel distance), place (adequacy of ticket booth facilities), promotion (suitability of EMV Contactless card’s promotional pricing and associated partner stores), process (support systems for people with disabilities), and physical evidence (availability of shops and services in the stations). The findings of this study can be utilized to inform the planning, development, and refinement of service models and marketing strategies for The Pink Line mass transit system (Khae Rai - Min Buri). These improvements aim to better meet the needs of passengers and support the growing urban expansion, ultimately contributing to an increase in ridership.