| dc.description.abstract | The purposes of this research were to compare levels of customers satisfaction between
1) compare the satisfaction of Major Cineplex cinema services with the SF Cinema City in Phetchaburi
Province 2) Study the factors that affect the image of Major Cineplex cinema services with
the SF Cinema City in Phetchaburi Province 3) studying the factors affecting the returning
to use of Major Cineplex cinemas with the SF Cinema in Phetchaburi Province with the
conceptual framework of applied research from American Consumer Satisfaction Index (ACSI)
model.
Stratified random sampling technique was applied to select 405 resort customers.
A questionnaire was used as the instrument in gathering data and statistics used in data anlysis
were frequency, percentage, average t-score, inferential statistics, t-test, one way ANOVA
for Hypothesis testing. In addition, Multiple linear regression at level of significant are 0.01,
0.05 and 0.1.
The research findings revealed that 1) Major Cineplex cinema users had higher satisfaction
than the users of the SF Cinema City 2) Factors affecting the image of Major Cineplex cinema
with statistical significance consisting of expectations, perspectives, qualities, perspectives, values,
satisfaction 3) factors affecting the opportunity returning to use of Major Cineplex cinema with
SF Cinema City statistical significance includes expectations, quality perspectives, views, values,
complaints and loyalty. Such results can indicate that the users are satisfied with the use of
the cinema services. In terms of expectations, quality perspectives, views, values, complaints
and when users are loyal to the cinema service, users will be reused. | en_US |
