ภาพลักษณ์การบริการของรถสี่ล้อแดงในเขตเมืองเชียงใหม่จาก มุมมองประชาชนในท้องถิ่นและต่างถิ่น

Abstract

This independent study aimed to explore image of Red Car services in Chiang Mai city from perspectives of local and non-local people. Questionnaires were used as the tool to collect data. The data obtained were analyzed by the descriptive statistics, including frequency, percentage, and mean, as well as the T-test to compare the means of different groups. The findings presented that most respondents were female in the age of 21-30 years old with Bachelor’s degree and earned the monthly income at the average amount of 5,001-10,000 Baht. They worked as employee/private company officer. The respondents rated their attitude on the product-related attribute towards the image of the Red Car services in Chiang Mai city at agree level. The top ranked attitude as being rated in the strongly agree level was the unique figure of the Red Car. The respondents rated their attitude on the non-product-related attribute towards the image of the Red Car services in Chiang Mai city at agree level. The top ranked attitude as being rated in the agree level was the fame of the Red Car services. The respondents rated their attitude on the functional benefit towards the image of the Red Car services in Chiang Mai city at agree level. The top ranked attitude as being rated in the agree level was the capability of the Red Car to convey passengers to everywhere as needed. The respondents rated their attitude on the symbolic benefit towards the image of the Red Car services in Chiang Mai city at unsure level. The top ranked attitude as being rated in the agree level was the perspective mentioning that the one who took the Red Car services was considered as a down-to-earth person. The respondents rated their attitude on the experiential benefit towards the image of the Red Car services in Chiang Mai city at unsure level. The top ranked attitude as being rated in the agree level was the perspective mentioning that to use the Red Car services was a reflection of being a part of Chiang Mai. The respondents rated their brand attitude towards the Red Car as a public transportation service in Chiang Mai city at agree level. The top ranked attitude as being rated in the agree level was the perspective mentioning that Red Car could be the prominent symbol of Chiang Mai.