DECISION-MAKING BEHAVIOR, BRAND IMAGE, AND QUALITY AFFECTING RECURRING SERVICE OF TRANSPORT COMPANY

Abstract

Abstract— The research objectives are (1) to study the personal characteristics of the service users and 2) to study the behavioral factors of using the service received quality and the brand image affecting the repurchase intention on service and comparison ABC Company Limited in Bangkok. The sample group use in the research is 400 users of ABC Company Limited in Bangkok. The research tool is a questionnaire. The statistics use to analyze the data are frequency, percentage, mean, standard deviation and multiple regression analysis tests.
The results show that males are the most samples with the ages between 20-29 years old, mostly about 227 samples are bachelor's degree and an average monthly income is 5001-10000 baht. The using service frequency is about 1-5 times during 11.31-14.30 with the service cost is 101-500 baht. Factors affect the decision to repurchase intention on service of ABC Company Limited's is brand image, trust (B=0.459), experience (B=0.288) and reliability (B=0.123). Moreover, Quality received in terms of customer response (B=0.334). In terms of providing fast and timely service (B=0.272) and customer confidence (B=0.229).