## 5 Discussion  
### Managerial Implications  
According to the results of this study, starting from the classification of [PERSON]'s model, there were a total of nine attributes classified as one-dimensional quality (O). The attributes classified as this quality would decrease the commuters' satisfaction if the bus company could not fulfill the service for the commuters sufficiently. On the other hand, it would increase commuters' satisfaction if these attributes were adequately provided. Most of them originated from interaction with passengers and tangible service equipment. Regarding interaction with passengers, the management department of the bus company can organize training to improve service quality and continuously monitor and evaluate employees' performance to achieve better working efficiency. Regarding intangible service equipment, the bus company should provide a bus stop with a proper shelter, a bright light, a closed circuit camera, and an emergency button to combat crime. In addition, they should provide buses that are in good condition and clean for the users. Regarding the cleanliness of the vehicle and its interior equipment such as the area on the bus, upholstery, seats, handrails, curtains, windows, etc., there should be a clear standard for the bus's cleanliness and cleaning time, which may be carried out through an organization to take care of cleaning buses in particular. Furthermore, there were three attributes classified as attractive quality (A). The attributes classified as this quality not only greatly satisfied the commuters but also created a good impression of the attributes. Most of them originated from convenience of service and operating management support. For the convenience of service, there should be a definite and clear schedule for the bus, including the frequency of service, and the convenience of payment. The bus company could provide a more convenient payment system such as developing an E-Ticket that can be used for the BTS SkyTrain (Bangkok Mass Transit System) or MRT (Metropolitan Rapid Transit) system simultaneously. In operating management support, punctuality was the most important attribute. Since Bangkok's traffic congestion is quite terrible, a bus might not be able to arrive at the bus stop according to the schedule. The government could allocate their resources to arrange the leftmost lane as the express lane for the buses to run for service only. The first phase may operate only during the peak hours, which are 06:00-09:00 and 16:00-19:00, and may be extended to the whole day in the next phase. This would be to manage the bus routes of the BMTA to reach the destination within the specified time to provide the bus service continuously according to the schedule and enable the users to plan their trips. As a result of the IPA assessment, safety in boarding and disembarking from the bus, cleanliness of vehicles, and punctuality of buses according to the schedule were the top three attributes that had a large gap between importance and satisfaction. This can imply that these attributes had a high importance for commuters, but the provider could not provide the service adequately, which made the commuters dissatisfied, which led to the results of the CII assessment. Therefore, the bus company should consider these attributes as a priority improvement. According to the results of the service quality risk analysis, safety in boarding and disembarking from the bus, cleanliness of vehicles, and punctuality of buses according to the schedule were the top three attributes that have a high value for Cr, which meant that these attributes had a high service quality risk. Among these three attributes, safety in boarding and disembarking from the bus had the highest value for Cr. Additionally, the high CII value and frequent service failure indicated a critical need for the bus company to address this attribute and improve its service quality. To reduce service quality risks, the bus company should consider providing a training program for their drivers.