FACTORS INFLUENCING DECISION-MAKING BEHAVIOR IN USING THE BOLT APPLICATION IN THE BANGKOK AREA

Abstract

Bangkok, a leading tourist destination and economic hub of Thailand, has a large population, making transportation vital. Despite various systems like buses, trains, and taxis, issues persist, particularly with public taxis, where 37.10% of 33,718 complaints to the Department of Land Transport involve drivers refusing passengers. The rise of technology has prompted the development of ride-hailing apps like Grab and Lineman, with Bolt emerging as a competitor. Understanding factors influencing users' decisions to choose Bolt is crucial for improving its services and ensuring user satisfaction. This study investigates the factors affecting the decision to use Bolt in Bangkok, focusing on marketing mix factors (7 Cs) and demographic characteristics such as gender, age, income, occupation, and education. Data were collected from users via online questionnaires and analyzed using SPSS. The findings reveal that decision-making is influenced by key factors, ranked by importance: commercial aspects, customization (meeting individual needs), appearance (context), communication, and connectivity. Demographic differences significantly impact how these factors influence users, providing insights for enhancing Bolt’s services to better align with user needs and preferences