USER SATISFACTION AND RE-VISIT OF THANARAT GOLF COURSE AND SEA PINE GOLF COURSE

Abstract

The purpose of this research is to compare the level of satisfaction of users of golf course; to study factors that affect the satisfaction of users of golf course; and to study factors that affect the re-visit of the service of Thanarat Golf Course and Seapine Golf Course in the area of Prachuap Khiri Khan Province. With the conceptual framework of applied research from American Consumer Satisfaction Index Model The survey method was collected using 404 stratified random sampling methods from users of Thanarat Golf Course and Seapine Golf Course to answer questionnaires and analyze data were analyzed by bivariate analysis, Linear Regression model analysis, and Ordered Probit model analysis. The results of the research found that users in Thanarat Golf Course have higher satisfaction than users of Seapine Golf Course Statistically significant.Expectations, perspectives, values and image are related to the satisfaction of users. With statistically statistical significance, satisfaction, loyalty and complaints Is related to repeated use opportunities with statistical significance. Such results can be interpreted as Loyal customers will re - visit the service repeatedly. As for customers have complain, they will not want to re - visit again.