FACTORS AFFECTING THE REPURCHASING OF BIG CAMERA AND WORLD CAMERA AT NAKHON PATHOM PROVINCE

Abstract

The purposes of this research were to compare levels of customer satisfaction on services between Big Camera and World Camera to determine factors affecting level of customer satisfaction on services of Big Camera and World and to reveal factors determining opportunity of revisiting Big Camera and World. Conceptual framework was based on 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, Linear Regression model analysis, and Ordered Profit model analysis. Research findings revealed that levels of customner satisfaction on services of Big Camera were in significantly different from those of World Camera; factors that significantly affected level of customer satisfaction on services of Big Camera and World Camera consisted of perceived value, perceived quality, and image. Where with level of customer satisfaction on services that significantly affected loyalty that get image and factors that significantly determined opportunity of revisiting reusing services of Big Camera and World Camera consisted of loyalty and satisfaction on services These results implied that customer still using services and product on the future that lead to reusing service continuously.