FACTORS AFFECTING SATISFACTION AND CUSTOMER LOYALTY OF PTT GAS STATION AND BANGVHAK GAS STATION IN PATHUMTHANI PROVINCE

Abstract

The purposes of this research were (1) to compare customer satisfaction between customer of PTT gas station and Bangchak gas station in Pathum Thani Province and (2) to examine factors affecting customer and customer loyalty of those customer. Conceptual framework was based on American Customer Satisfaction Index (ACSI) Stratified random sampling technique was used to collect data from 404 consumers of PTT and Bangchak gas station in Pathum Thani province to answer selfreported questionnaire. Data was analyzed by bivariate analysis and regression analysis. Research findings revealed that customer satisfaction between those customers was indifferent, but perceived value of service was different with statistical significance; the factor affecting customer satisfaction were customer expectation, perceived quality, perceived value, and image; customer who do not specify to use gas station was more satisfied than customer who use specific gas station. These results implied that the customers did not focus on specific gas station or had less loyalty. However, they focused on the convenience of using the service. Hence, the gas station should focus on quality of service such as increasing the number of employees to provide faster service, improving cleanliness of bathroom. These strategies will be able to increase customer satisfaction.