THE PRODUCTS AND SERVICE SATISFACTION OF FOOD COURT IN BIG C SUPERCENTER PHETCHABURI AND ROBINSON PHETCHABURI

Abstract

The purposes of this research were; to study factors affecting the products and service satisfaction of food court in Big C Supercenter Phetchaburi and Robinson Phetchaburi; and to evaluate service satisfaction of food court in Big C Supercenter Phetchaburi and Robinson Phetchaburi and to create index comparing service satisfaction of food court in Big C Supercenter Phetchaburi and Robinson Phetchaburi. Conceptual framework is based on American Customer Satisfaction Index (ACSI) + Image. Simple random sampling technique was applied to select 402 local customers living in the area and tourists who visited Phetchaburi Province to answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis and regression analysis. Research findings revealed that; factors affecting the products and service satisfaction of food court in Big C Supercenter Phetchaburi and Robinson Phetchaburi, consist of 7 components which are: Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, Loyalty of Service and Image; and Customer Expectations is the initial factor that has a positive influence on Perceived Value being worth the money spent on the services. These three factors constantly have a positive influence on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and customer Loyalty at a statistically significant level of 0.01.