การศึกษาส่วนประสมทางการตลาดการใช้บริการรถแท็กซี่ทางเลือกในกรุงเทพมหานคร

Abstract

The purposes of this research were to study the tourist’s behavior used alternative taxi service and to study marketing mix of using alternative taxi service of tourists in Bangkok Metropolis. The Samples were 388 respondents, Thai tourists and excursionists who used alternative taxi service in Bangkok Metropolis. Data were analyzed statistically in terms of frequency, percentage, mean (𝑋)̅̅̅ and standard deviation (S.D.). The results were as followed: 1. Most of the respondents were female undergraduate students, aged between 18 - 24 years old, working as salarymen, with an average monthly wage of 15,001 - 30,000 baht. 2. Most of the respondents chose Grab taxi service as their choice of taxi transportation more than 7 times. The main reason was convenient. The average fee per-use is around 150 - 200 baht, paid in cash. The hour of usage was around 18:00 - 21:00. Most of the news and information on Grab taxi service were obtained from the internet and websites. 3. The opinion of respondents on marketing mix of using alternative taxi services in Bangkok Metropolis were ranked in high level in term of privacy policy ( 𝑋̅ = 4.07, S.D. = 0.70 ), product ( 𝑋̅ = 3.99, S.D. = 0.62 ), place ( 𝑋̅ = 3.96, S.D. = 0.63 ), price ( 𝑋̅ = 3.66, S.D. = 0.72 ), promotion ( 𝑋̅ = 3.62, S.D. = 0.68 ) and personal service ( 𝑋̅ = 3.55, S.D. = 0.61 ) respectively.