การวิเคราะห์ปัจจัยที่ส่งผลต่อความตั้งในการใช้บริการแกร็บในจังหวัดเชียงใหม่

Abstract

The purposes of this research were 1) to study demographic factors and usage behavior of Grab users in Chiang Mai, and 2) to study factors that are components of service quality that affect the Intend to use Grab in Chiang Mai. User’s profile and latest data on usage behavior, the opinions of Service Quality in user scales that have referred to service quality framework or SERVQUAL, and the intentions to use Grab services scale were applied to 351 users who used to Grabs services in Chiang Mai province. Statistical techniques, applied to analyze data, were frequency, percentages, mean, standard deviation, Pearson’s product moment correlation, and multiple regression analysis. This research shows the results on the study that the respondents were female, aged between 15 – 24 years old, with a bachelor’s degree. Most of them were student with the average monthly income under 10,000 Baht. The objective of using Grab Taxi to go to department stores because of choosing the service is convenience. Most of the respondents used Grab Taxi application on Saturday from 6 - 8pm., with the average spending per time was to 120.32 Baht. For result of study reveals that overall, quality services were rated as high level, with the intention of returning to use Grab Taxi in the future. For the factors that are components of service quality that have a statistically significant effect on the forecast of the intention to use Grab services in Chiang Mai at 0.05 is Reliability and Empathy.