ทัศนคติของผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อส่วนประสมการตลาดบริการของรถโดยสารอัจฉริยะ ของบริษัท รีเจียนนอล ทรานซิสท์ คอร์เปอร์เรชั่น จำกัด

Abstract

The objective of this independent study was to study the attitude of consumers in Mueang Chiang Mai District towards the service marketing mix of Smart Bus of Regional Transit Corporation Company Limited. This study was conducted based on a conceptual framework of attitude, namely: cognition, opinion, and behavioral trend as well as marketing mix (4 P’s), namely: product, price, place, and promotion. The researcher collected data from 314 people who have lived / worked / studied in Mueang Chiang Mai District and both Thai and foreign tourists who have traveled in Mueang Chiang Mai District. A questionnaire was used as a research instrument. The data were analyzed using descriptive statistics, including frequency, percentage, and mean as well as inferential statistics used to compare the difference of mean between two population groups (t-test). The results of this study indicated that most of the respondents were female students / students, had single status, were 21-30 years old, graduated with a bachelor's degree / have been studying in bachelor's degree, earned monthly income 10,001-20,000 baht and never used Smart Bus. In terms of attitude, the respondents’ overall cognition on RTC Smart Bus was at the moderate level. In terms of marketing mix, an aspect with the highest mean was product, that was drivers should drive politely and obey traffic laws, followed by place, that was seats and roof should be provided in RTC Smart Bus, promotion, that was font size in publicity signs should be clearly legible, price, what was QR CODE payment channel should be available to pay for RTC Smart Bus fare, respectively. Besides, the respondents were prone to use and recommend others to use the service of RTC Smart Bus in the future. When mean scores on consumer opinion on the market mix of RTC Smart Bus between people who have lived / worked / studied in Mueang Chiang Mai District and both Thai and foreign tourists who have traveled in Mueang Chiang Mai District were compared, there were the differences in sub-factors of place, such as booths should be set to sell RTC Transit Rabbit Card should be available in large department stores in Mueang Chiang Mai District and RTC Smart Bus signs should be prepared in 3 languages, Thai, English and Chinese. It was found that people who have lived / worked / studied in Mueang Chiang Mai District had higher agreement with these items than tourist group.