Enhancing Competitiveness and Sustainable Growth Strategies of Chiang Rai's Public Bus
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Abstract
The objective of this research was to encourage public transit bus in the context of the improvement and development guidelines in Chiang Rai public transit bus. It was conducted by studying key factors that affect development and passenger satisfaction to suggest ways to improve the public transportation system of Chiang Rai Province. Factors affecting passenger decision making consisted of 8 factors: service, personnel, vehicle, security, bus terminal, fare, reliability, and special service. Such factors were analyzed to prioritize by three experts using the Pairwise comparison method. It was concluded that service, vehicle, and security were three main factors for improving and developing of the public transit bus, because these factors have high eigenvalue but low passenger satisfaction. Setting improvement policies were conducted by analyzing the environment and potential (SWOT Analysis) leading to analyze strategy (TOWS Matrix) to achieve sustainable development and maximum benefit.
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