Factors Affecting Customers Decision to Revisit Phan sook and Maekimlung

Abstract

The purpose of this research was to determine factors affecting customer decision to revisit Phan sook and Maekimlung Conceptual framework was based on American Customer Satisfaction Index Model and Revisit Decision. Stratified random sampling technique was applied to select 403 customers to answer self-reported questionnaire. Data were analyzed by Ordered Probit Model. Research findings revealed that factors that significantly affected customers’ decision to revisit Phan sook and Maekimlung consisted of Image, Satisfaction, Recommend and Loyalty.