| 520 สาระสังเขป |
From the current situation of inter-provincial travel, there are alternatives for interprovincial transportation, leading to a reduction in the number of passengers using interprovincial bus. Additionally, there is intense competition in the inter-provincial bus industry, resulting in financial losses and causing several companies to shut down. This situation raises the question of how The Transport Company Limited (BorKorSor), which is one of the inter-provincial bus service providers, can survive in this fierce competition. So the researcher set the research objectives as follow: the objective of this research is to study the factors influencing repurchase intention of inter-provincial buses through service quality factors via the SERVQUAL model, alongside safety factor, price fairness factor, and technology adoption factor.This is quantitative research conducted by collecting data through online surveys dispersed on social media. There are 432 respondents, aged 18 years and over, who had experience using inter-provincial buses from Bangkok to the North or Northeast of Thailand or from the North or Northeast of Thailand to Bangkok using BorKorSor's services. The majority of the respondents are female, single, aged between 31 and 40 years, hold a bachelor's degree or equivalent, work in private companies, and have an income between 20,001 to 25,000 Thai Baht.The research findings indicate that the independent variables, such as service quality factors related to tangibility, assurance, and empathy, as well as price fairness, have an influence on the dependent variable, which is repurchase intention. However, the independent variables, such as service quality factors related to reliability, responsiveness, safety factor, and technology adoption factor do not influence repurchase intention. |