The assessment of passengers awareness on the use of mobile application supporting CRM serving taxi service in Bangkok

In Thai metropolitan or Bangkok taxi service is considered one of the major public transportation services that have been using by most of the people who travel during the rush hours and traffic jam. There are many problems happen to the passengers regarding this taxi transportation service. Although, there are several mobile apps have been available and using by the passengers who are mobile phone users, some problems still remained. This paper aims at studying an awareness of using and designing a mobile apps supporting Customer Relationship Management (CRM) to serve taxi service in Bangkok Technology of mobile phone including features and functions have been studied and designed to serve CRM activities for serving taxi service, have been drawn up. Additionally, the design has been done to cope with the problem solving from the current issues happening. Results show that the technologies of mobile application serving CRM function of convenience construct are significant level of awareness on knowing the route mapping and arrival time at 0.012 by using control room technology while, the safety construct are significant level of awareness on helping communicate with the police station at 0.019 by using Global Positioning System (GPS) technology.