Customers’ Satisfaction toward Products and Services of 7-Eleven Stores and Family Mart in Nakhon Pathom Province

Abstract

The purposes of this research were ( 1) to measure the level of customers’ satisfaction, and ( 2) to examine the relationship among factors affecting customers’ satisfaction on products and services at 7-Eleven stores and Family Mart in Nakhon Pathom province. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 621 samplings customers who purchased products and services at 7-Eleven stores and Family Mart in Nakhon Pathom province to answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test and correlation analysis. Research findings revealed that: 1) Family Marts’ customer satisfaction was statistically significant higher than that of 7-Eleven, 2) expectation, quality and values of products had statistically significant relationship with customer satisfaction, and 3) customer satisfaction and recommendation had statistically significant relationship with customers’ loyalty. These results implied that loyal customers would offer recommendations for better services and products.