Factors Affecting Customers Satisfaction on Products of Thai-Danish milk products and Foremost milk products

Abstract

The purpose of this research was to determine factors affecting customer satisfaction of Thai-Danish milk products and Foremost milk products. Conceptual framework was based on American Customer Satisfaction Index Model. Stratified random sampling technique was applied to select 402 from customer to answer selfreported questionnaire. Data were analyzed by Linear Regression Model. Research findings revealed that factors that significantly affected customer satisfaction of Thai-Danish milk products and Foremost milk products consisted of customer expectations, perceived quality, perceived value and image.