A Study on the Satisfaction of Users of Services provided by Banharn Silpa-archa Hall of Fame, the 21st Prime minister

Abstract

The purpose of this independent study was to study factors related to the user’s satisfaction with services provided by the Banharn Silpa-archa Hall of Fame, the 21st Prime Minister of Thailand. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Sample random sampling technique was applied to select 400 users of services provided by the Banharn Silpa-archa Hall of Fame, the 21st Prime Minister of Thailand to answer self-reported questionnaire. Data was analyzed by bivariate analysis including t-test, F-test, and correlation. Research results revealed that factors related to the user’s satisfaction with services provided by the Banharn Silpa-archa Hall of Fame, the 21st Prime Minister of Thailand were service quality, perceived value, image, and loyalty; and service user complaint was found to have a negative relationship. These results implied that service quality, perceived value, image, and complaint influenced user satisfaction.