Hierarchical model of service quality and its effect on consumers' perceived image, satisfaction and behavioural intentions: a study of Bangkok's mass rapid transit systems, Thailand

Success of public transport service providers is dependent on how they satisfy their customers by delivering quality services. In order to understand this phenomenon, this study aims to investigate the effect of relationships between service quality, customers' perceived image, satisfaction and behavioural intentions in Bangkok's mass rapid transport (MRT) system. A convenience sampling technique was used to select the sample by distributing the questionnaires to the passengers at various MRT stations, out of which 400 passengers returned the questionnaires. The partial least squares method of structural equation modelling was used to analyse the collected data, assess the model and test the hypotheses. All the hypotheses were proven and the findings confirm that perceived service quality influences customers' perceived image, satisfaction and behavioural intentions significantly. Research implications and future research opportunities are also discussed.