FACTORS INFLUENCING THE DECISION TO USE THE BOLT APP IN BANGKOK

Pritsana  Suamark; Keattisak  Chankaew; Sathapath  Kilaso

Pritsana Suamark Suan Sunandha Rajabhat University
Keattisak Chankaew School Of Interdisciplinary Study, Mahidol University Kanchanaburi Campus, Kanchanaburi, Thailand
Sathapath Kilaso Suan Sunandha Rajabhat University

Keywords: Marketing factors, decision-making in service usage, Bolt application

Abstract

Bangkok stands as a vibrant centre of tourism and economic activity in Thailand,
boasting a large metropolitan population where efficient transportation is paramount. A
plethora of transportation systems, including trains, buses, electric trains, vans, motorcycle
taxis, and taxis, cater to the diverse travel needs, spurred by urban sprawl. However, public
transportation, notably taxis, often presents challenges, with taxi refusal alone constituting
37.10% of complaints, affecting 33,718 individuals (Transportation Statistics Group, Planning
Division, 2014). Technology permeates modern life, offering convenience and efficiency. The
proliferation of smartphones and internet connectivity has revolutionized daily routines,
business practices, and communication channels. Consequently, the emergence of ride-hailing
applications addresses the demand for streamlined transportation services in urban landscapes.
This study aims to scrutinize the marketing factors pivotal in influencing user adoption
of the Bolt application in Bangkok. By elucidating these factors, the research endeavours to
offer insights for refining service provision and aligning it with the evolving preferences of
Bangkok's populace. Through this investigation, the study aims to enrich the academic
discourse on the marketing dynamics shaping service utilization in the ride-hailing sector, with
a focal point on Bangkok's distinctive milieu