Cross-cultural study of Western and Thai subway' s passengers perception, overall satisfaction and consumer behavior

Abstract

The performance of the company service is an important issue for operative business activities. It effects in different levels of customer satisfaction, consumer behavior, and may affect different cultures. The objective of this study is to examine the different cultures and also, the relationship between perceived service quality, overall satisfaction, and consumer behavior. The data was collected from 200 Western, and 203 Thai respondents using the SERVPERF, overall satisfaction, and consumer behavior survey instruments. This study found that perceived service quality, and overall satisfaction between Western and Thai customers were significantly different whether when determined by five dimensions or not but there was no significant difference in consumer behavior between Western, and Thai customers. Also, the results showed that there were significant relationship between perceived service quality and overall satisfaction whether by segment or not by the different cultures, and the results of the analysis of user behavior indicated that there was a relationship between overall satisfaction and frequency of MRT use except for Western customers. For hypotheses ten and eleven, there were no relationship between overall satisfaction and the main purpose of MRT users except that Western of passengers in hypothesis eleven.