A Study of Factors Impacting Customer Satisfaction in Chao Phraya Boat

In Bangkok, along the Chao Phraya River, a water transportation system has been developed to effectively avoid traffic congestion on the roads, especially in Bangkok and Nonthaburi. Currently, there are two providers of Chao Phraya passenger boats: Chao Phraya Express Boat Company Limited and Thai Smile Boat Company Limited. To enhance service standards, a study has been conducted on the factors affecting passenger satisfaction with Chao Phraya boats. The study indicates that perceived service quality (H1) influences trust (H2), and that perceived service quality (H2) and switching costs (H3) affect perceived service values. Additionally, it will be found that trust (H4), perceived service values (H5), loyalty (H6), and commitment (H7) significantly impact passenger satisfaction in that order.