Index Comparing Level of Customers’ Satisfaction on Services of Chuenpran food center and the nine food center

Abstract

The purpose of this research was to construct index to compare levels of customers’ satisfaction between Chuenpran food center and the nine food center. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 400 customers to answer self-reported questionnaire. Data were analyzed by factor analysis and bivariate analysis. Research findings revealed that levels of customers’ satisfaction of Chuenpran food center were significantly higher than those of the nine food center.