CUSTOMER SATISFACTION OF NOPPARATRAJATHANEE HOSPITAL AND RAJAVITHI HOSPITAL

Abstract

The purposes of this research were to compare the customer satisfaction on service of Nopparatrajathanee hospital and Rajavithi hospital; and to study factors affecting customer satisfaction toward service of Nopparatrajathanee hospital and Rajavithi hospital. Conceptual framework was based on American Customer Satisfaction Index (ACSI) model. Stratified random sampling technique was applied to select 400 customers of Nopparatrajathanee์ hospital and Rajavithi hospital to answer self-reported questionnaire. Data were analyzed by bivariate analysis, consisted of t-test and F-test, and correlation analysis. Research findings revealed that Rajavithi hospital’s customer satisfaction was statistically significant higher than that of Nopparatrajathanee hospital;์ expectation, perceived quality, and perceived value had statistically significant relationship with customer satisfaction. Customer satisfaction and customer complaints had statistically significant relationship with customer loyalty. These results implied that perceived value, perceived quality, and customer expectation factors affecting satisfaction on service of Rajavithi hospital and Nopparatrajathanee hospital.