A Study of Satisfaction and Motivation Factors Influencing Shuttle Bus Service within Suranaree University of Technology

Abstract

This study investigates travel behavior and analyzes the factors influencing satisfaction and motivation in using the internal shuttle bus service at Suranaree University of Technology, using an Ordered Logit model. Questionnaires were used to collect data from SUT students and staff, divided into sample groups: users and non-users of the shuttle bus service. The results revealed that significant factors influencing satisfaction with the shuttle bus service include: the frequency of bus service, the number of pick-up/drop-off points covering the entire campus, the readiness of the exterior condition of the buses, the quality of bus stops (e.g., shelter from sun and rain, lighting, and adequate seating), user-friendliness of the application, and the perceived benefits such as reducing traffic congestion during rush hours and lowering daily expenses. For non-users, the factors that significantly increased motivation to use the service were: the availability of onboard facilities, clarity of route name signs on the bus, the simplicity of the application menu, the potential for cost savings, and driver service quality