MOTIVATION, SATISFACTION, AND SERVICE QUALITY FACTORS INFLUENCING ON TRUST IN SERVICES AND BUYING DECISION PROCESS IN SELECTING TRAVEL AGENCY IN BANGKOK

Abstract

Abstract—The purpose of this research was to study Motivation, Satisfaction, and Service quality factors influencing on trust in services and buying decision process in selecting travel agency in Bangkok. This research was conducted using Quantitative research methods. The sample group in this research was 400 people. The data were analyzed using by statistics analysis, including multiple regression analysis. The research results revealed that 1) most respondents are female, age 40 - 50 years old. They were married status and gradated a bachelor’s degree. They worked in the company and has monthly income of 30,001 - 45,000 baht. 2) Motivation level overall were at a highest level. 3) Satisfaction level overall were at a highest level. 4) Service Quality level overall were at a highest level. 5) Trust level overall were at a high level. 6) Decision Process level overall were at a highest level. According to the hypothesis testing that 1) Motivation, including access, activity, amenity, and attraction influencing on trust in services communication trust 2) Motivation, including activity, attraction, and accommodation influencing on buying decision process post purchase behavior 3) Satisfaction, including tour guides, chauffeur and food influencing on trust in services communication trust 4) Satisfaction, including tour guides, vehicles, and food influencing on buying decision process post purchase behavior 5) Service Quality, including tangible, assurance, and empathy influencing on trust in services communication trust 6) Service Quality, including responsive, assurance, and empathy influencing on buying decision process post purchase behavior 7) Trust in services communication trust influencing on buying decision process post purchase behavior.