CUSTOMER SATISFACTION OF THAILAND POST OFFICE AND KERRY EXPRESS IN MUANG PRACHUAPKHIRIKHAN PROVINCE TO REVISIT

Abstract

The purpose of this research were to determine factors affecting the customer Satisfaction of Thailand Post Office and Kerry Express in Mueang District Prachuap Khiri Khan Province to Revisit; And to compare the customer Satisfaction of Thailand Post Office and Kerry Express in Mueang District Prachuap Khiri Khan Province to Revisit. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 423 customers users of Thailand Post Office and Kerry Express in Mueang District Prachuap Khiri Khan Province to Revisit to answer self-reported questionnaire. Data were analyzed by bivariate analysis, Linear Regression model analysis, and Ordered Probit model analysis. Research findings revealed that customers were satisfied with the users of Kerry Express higher than Thailand Post Office. Expectations, Perceived Quality, Perceived Value and image are correlated with customer satisfaction. Statistically significant and perceived value has the higher positive impact on customer satisfaction. The result can be interpreted as: If the shop wants to increase customer satisfaction. It should focus on increasing awareness of perceived value is important.