Modeling Extended Service Quality for Public Transportation in the Post-Pandemic Period: Differentiating between Urban and Rural Areas: A Case Study of Intercity Railway, Thailand

Abstract

Background: Scholars have indicated differences in the attitudes of urban and non-urban populations, especially after the COVID-19 outbreak, which extend to their needs and expectations regarding rail transport development. The aim of this study is to enhance the quality of train services in the post-pandemic era, and multigroup analysis will be applied to achieve the difference in area context. Methods: The research data were collected from rail transport users throughout Thailand, consisting of 665 urban and 935 rural users. The questionnaires primarily focused on user expectations regarding rail service quality and travel conditions in the post-pandemic landscape using multigroup confirmatory factor analysis (MCFA). Results: The results unveiled significant variations in user trends and needs across different contexts and areas. In urban settings, there was a notably higher overall service expectation compared to rural areas. Specifically, urban users prioritized factors such as accessibility and service empathy, whereas rural rail users placed greater emphasis on staff quality and reasonable pricing. Conclusions: These findings furnish rail transport service agencies with valuable insights and guidance for comprehending their users’ needs. They can develop appropriate organizational strategies, service quality enhancements, and policy adjustments tailored to the unique demands of urban and rural areas in the post-pandemic era, thereby ensuring sustainability. Additionally, the methodology of multigroup analysis served as a significant scientific contribution; this showed that the statistical analysis of different area contexts in the study should not be ignored.