Loyalty Index on Products and Services of Customer in Gas Station to the Comparison between PTT Oil and Retail Business Public Company Limited and The Shell Company of Thailand Limited in the area of Prachuap Khiri Khan

Abstract

The purpose of this research was to construct index to compare levels of customers’ loyalty between the PTT Oil and Retail Public Company Limited and the Shell Company of Thailand Limited in Pranburi District Prachuapkhirikhan Province. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 4 1 4 customers in gas station to answer selfreported questionnaire. Data were analyzed by factor analysis and bivariate analysis. Research findings revealed that levels of customers’ loyalty of the PTT Oil and Retail Public Company Limited were significantly higher than those of the Shell Company of Thailand Limited.