INDEX COMPARING LEVEL OF CUSTOMERS’LOYALTY ON SEVICES OF AIA COMPANY AND OTHER COMPANIES IN PRACHUAP KHIRI KHAN PROVINCE

Abstract

The purpose of this research was to construct index to compare levels of customers’ loyalty between AIA Company and Other companies. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 402 customers in Educational area2 Customer teachers in 4 districts Hua Hin Pranburi Sam Roi Yot and Kui Buri to answer self-reported questionnaire. Data were analyzed by factor analysis and bivariate analysis. Research findings revealed that levels of customers’ loyalty of AIA Company were significantly higher than those of Other companies. Factors on the aspects of customer expectation, perceived quality, perceived value, customer satisfaction positive and significant impacts on its competitor. Additionally, perceived image significantly affected perceived quality and perceived value of the customers. These results implied improve its product’s image in order to enhance its users’ perceived quality and perceived value, which customer satisfaction and loyalty of AIA Company up the levels of customers and Other Companies