CUSTOMER EXPECTATIONS OF QUALITY AND SERVICE AND OPPORTUNITY TO REPURCHASE THE STATIONERY BUSINESS IN THE UPPER SOUTHERN REGION
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The purposes of this research were; to compare levels of customer satisfaction on products between Shop T and Shop S; to determine factors affecting level of customer satisfaction on products of Stationery Business in Hua-Hin district Prachuapkhirikhan province; and to reveal factors determining opportunity of repurchase of Stationery Business in Hua-Hin district Prachuapkhirikhan province. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 422 customers to answer self-reported questionnaire. Data were analyzed by bivariate analysis, Linear Regression model analysis and Ordered Probit model analysis. Research findings revealed that levels of customer satisfaction on products of Shop T were significantly higher than those of Shop S; factors that significantly affected level of customer satisfaction on products of Shop T and Shop S consisted of Perceived Quality, Perceived Value and Image; and factors that significantly determined opportunity of repurchase products of Shop T and Shop S consisted of Customer Complaints and Customer Loyalty.