CUSTOMER SATISFACTION ON ONLINE - MARKETING COMMUNICATION CHANNELS : A CASE STUDY OF FACEBOOK AND INSTAGRAM

Abstract

The purposes of this research were to compare levels of customer satisfaction on services between messenger on facebook and chat in instagram; to determine factors affecting level of customer satisfaction on services of messenger on facebook and chat in instagram product; and to reveal factors determining opportunity of revisiting messenger on facebook and chat in instagram. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 402 customer 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 product of messenger on facebook were higher those of chat in instagram; factors that significantly affected level of customer satisfaction on messenger on facebook and chat in instagram consisted of perceived quality, perceived value, image; and factors that significantly determined opportunity of revisiting product Thai Danish milk product and Foremost milk product consisted of Image, customer suggestion, and customer loyalty. These result implied that manufacturers and distributors of messenger on facebook and chat in instagram should develop the image of the product to give consumers a better view of the quality and value of the product. Which will affect the satisfaction and re- consumption of consumers.