CUSTOMER SATISFACTIONS OF NONTHABURI MUNICIPALITY PAWNSHOP AND EASY MONEY PAWNSHOP IN NONTHABURI PROVINCE

Abstract

The. purposes. of. this. research. were. to. (1). compare. the. level. of. customer satisfaction on nonthaburi of the municipality pawnshop and the Easy Money pawnshop in. Nonthaburi. Province; (2). study. the. factors. that. affect. the. satisfaction. of. users. of Nonthaburi.Municipality.pawnshop.and.the.Easy.Money.pawnshop.in.Nonthaburi.Province and (3).study the opportunities of repeat service from.users of Nonthaburi Municipality pawnshop and the Easy Money pawnshop with the.concept of applied research from the American customer satisfaction index model. As for the survey method, data were collected using stratified sampling methods from 400 customers service users to complete the questionnaires. Then data was analyzed by using binomial variables analysis, model of regression equation analysis, and ordered Probit model analysis. The results demonstrated that 1) service users were more satisfied with the service of the Easy Money pawnshop in Nonthaburi province than with the Nonthaburi municipality pawnshop in statistically significant manner 2) perception about values of service, images, expectations of users, and the quality of service influenced the satisfaction of getting the service from the Nonthaburi municipality and Easy Money pawnshops in statistically significant manner and 3) loyalty, complaints, images and satisfaction from the service significantly influenced the opportunity for customers to repeat the services of Nonthaburi municipality and Easy Money pawnshops. Such results could be interpreted that the service users gave priority to reliability, trust, and necessity. In particular, the services received by customers should be worth the interest paid, so that the users returned to get