Index Comparing Level of Customers’ Image on Products of Messenger on Facebook and Instagram chat

Abstract

The purpose of this research was to construct index to compare levels of customers’ Image between Messenger on Facebook and Instagram chat. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 401 customers to answer self-reported questionnaire. Data were analyzed by factor analysis and bivariate analysis. Research findings revealed that levels of customers’ Image of Messenger on Facebook were significantly higher than those of Instagram chat.