BUYING BEHAVIOR OF CONSUMERS AT THE INSTITUTIONALLY OWNED AND PRIVATELY OWNED CONVENIENCE STORES

Abstract

The purposes of this research were to compare levels of customer satisfaction on services of institutionally owned and privately owned convenience stores; to determine factors affecting level of customer satisfaction on services of institutionally owned and privately owned convenience stores; to study effect of customer satisfaction on loyalty of consumer; and to study factors influencing frequency of decision making on buying products from institutionally owned and privately owned convenience stores. Conceptual framework was based on the American Customer Satisfaction Index model and Process Decision Making. Stratified random sampling technique was applied to select 463 samples including officers, students, and instructors of Rajamangkala University of Technology Rattanakosin at the Salaya and Wangklaikangwon campuses to answer self-reported questionnaire. Data were analyzed by bivariate analysis; regression model analysis and Ordered Probit model. Research findings revealed that Levels of customer satisfaction on services of the institutionally owned and privately owned convenience stores were not different; Quality, value and image of the stores were factors that statistical significantly affected levels of customer satisfaction; customer satisfaction statistical significantly affected customer satisfaction; and customer satisfaction and image of the convenience stores were factors that affected repeating buying behavior of consumers. These results implied that freshness and ability to serve the needs were the quality of products that customers gave importance to. affecting long-term decision making of customers.