REPEATED CONSUMPTION AND CONSUMER SATISFACTION OF THAI-DANISH MILK PRODUCTS AND FOREMOST MILK PRODUCTS

Abstract

The purposes of this research were to compare levels of customer satisfaction on product between Thai-Danish milk product and Foremost milk product; to determine factors affecting level of customer satisfaction on product of Thai-Danish milk product and Foremost milk product; and to reveal factors determining opportunity of reuse Thai-Danish milk product and Foremost milk product. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 402 customers to answer self-reported questionnaire. Data were analyzed by bivariate analysis, Linear Regression model analysis, and Ordered Probit model analysis. Research findings revealed that levels of customer satisfaction on product of Thai-Danish milk product were higher than those of Foremost milk product; factors that significantly aff ected level of customer satisfaction on product of Thai-Danish milk product and Foremost milk product consisted of perceived quality, perceived value, image; and factors that significantly determined opportunity of reuse product ThaiDanish milk product and Foremost milk product) consisted of Image, customer suggestion, and customer loyalty. These result implied that manufacturers and distributors of Thai-Danish milk products and Foremost milk products should develop the image of the product to give consumers a better view of the quality and value of the product. Including suggestions that do not meet the base resolution for repeated consumption manufacturers and distributors must bring suggestions to improve product development, such as adding a variety of product types. Which will affect the satisfaction and repeated to consumption again.