COMPARING CUSTOMER SATISFACTION TOWARD PRODUCTS AND SERVICES AT WATSONS SHOP AND BOOTS SHOP IN NAKHON PATHOM
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The purposes of this research were to comparing customer satisfaction toward pr oduct s and ser vi ces at Watsons shop and Boots shop in Nakhon Pathom; and to st udy the f act or s that af f ect customer satisfaction toward products and services at Watsons shop and Boots shop in Nakhon Pathom. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Stratified r andom sampl i ng t echni que was applied to select 442 samplings customers who purchased products and services at Watsons shop and Boots shop in Nakhon Pathom Province to answer self-reported questionnaire. Data was analyzed by bivariate analysis, and regression analysis. Research findings revealed that Watsons shop customer satisfaction were more satisfied than Boots shop; and factors affecting the satisfaction were perceived image, perceived quality, perceived value, and the expect at i ons . These results implied that ser vi ce pr ovi der shoul d f ocus on the image, the property is clean, shop credibility locations can be easily found and staffs are expert in product introduction to increase customer satisfaction.