SATISFACTION OF FOOD COURT SERVICE BETWEEN MARKET VILLAGE HUA HIN AND BLUEPORT HUA HIN MALL

Abstract

The purposes of this research were; to compare levels of customer satisfaction between Market Village Hua Hin and Blueport Hua Hin Mall; and to determine factors affecting level of customer satisfaction on services. Conceptual framework was based on the American Customer Satisfaction index model. Stratified random sampling technique was applied to select 400 customers to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression analysis. Research findings revealed that; level of customer satisfaction of food court at Market Village Hua Hin was significantly higher than those of Blueport Hua Hin Mall in all four components which are perceived quality, perceived value, image, and customer satisfaction; and factor that significantly affected level of customer satisfaction of food court consisted of image. These results implied that if Hua Hin Market Village and Blueport Hua Hin Mall would like to increase customer satisfaction, they have to improve the image. Because image is the key factor to the customer satisfaction.