This research demonstrates that passengers’ willingness to pay can be used as a tool to analyze the suitable ways for improving the quality of public transportation services in accordance with the passengers’ demand. As it measured the increased passengers’ willingness to pay for reduced transportation times or increased satisfaction level in services. The purposes of this study were (1) to estimate the value of time of passengers traveling by mass rapid transit system compared with public transport bus in Bangkok area, and (2) to study the impact of the quality of services to the satisfaction in passengers fare by using revealed preference approach through questionnaire. The ordered probit model and the binary logit model with the comparison of marginal rate of substitution between the transportation time and the fare are implemented. The results revealed that Passengers in Bangkok are willing to pay 37.14 baht more if traveling by mass rapid transit system can save 60 minutes more compared to the bus. The study of the impact of the quality of services to the satisfaction in passengers fare found that mass rapid transit and public bus passengers both would agree to increase a fare if the traveling time reduces and the quality of services improves
