Exploring parental decision-making in school commutes: A structural equation model of public transport utilization and child safety in Thailand

Concern is growing regarding the increasing use of private car in many developing countries, including Thailand. Car usage is rising in Thailand in part because the public transit system is inadequate and unreliable, especially in rural and suburban communities. Often, children’s route to school is unsafe due to the increasing number of cars around the school. This prompts parents to worry about their child’s safety when in transit. The model of travel by public transportation is an alternative for reducing road congestion and improving children’s safety. This study seeks to better understand the factors that influencing parents’ decisions regarding the use of public transportation for their children’s school commutes. Data were gathered through a questionnaire from a sample of 750 parents with children between the ages of 6 and 18 years in Nakhon Ratchasima Province, Thailand. The findings of the structural equation model analysis showed a relationship between service users’ loyalty and the components of satisfaction, trust, expectation, and perception of service quality. The outcomes derived in this study can serve as practical guidelines for public and private transportation system operators to improve service efficiency, meet consumer demand, and foster positive interactions between service users and operators. In this way, this study can lead to important internal and external benefits for the continued development of the public transportation system and motivate more service users to transition to the use of public transportation.