CUSTOMER SATISFACTION OF IVET ANIMAL HOSPITAL AND SALARAKSAT ANIMAL CLINIC IN NAKHON PRATHOM PROVINCE

Abstract

The purposes of this research were to compare level of customer satisfaction of iVET Animal Hospital and Salaraksat Animal Clinic in Nakhon Prathom Province and to determine factors affecting level of customer satisfaction of those customers. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 404 customers of both animal hospitals to answer self-reported questionnaire. Data was analyzed by bivariate analysis and regression model analysis. Research finding revealed that levels of customer satisfaction on services of iVET Animal Hospital were significantly higher than and Salaraksat Animal Clinic in Nakhon Prathom Province; and image, perceived value and perceivrd quality of service affected to customer satisfaction with statistically significant, customer satisfaction affected to customer loyalty and customer complaint with statistically significant. These results implied that the animal hospital owner should pay attention to the image of service, the reliability and the service quality with meet the standards. When the customers perceive better image of the service, it will be make more satisfy. They will recommend good things to others and come back to hospital in the future.