FACTORS AFFECTING CUSTOMER SATISFACTION TOWARD PRODUCT AND SERVICE OF BANANA IT AND J.I.B.COMPUTER IN BANGKOK AND METROPOLITAN REGION

Abstract

The purposes of this research were to compare customer satisfaction; and to study factors affecting customer satisfaction toward product and service of Banana IT and J.I.B.Computer in bangkok and metropolitan region. Conceptual framework was based on American Customer Satisfaction Index. Stratified random sampling technique was applied to select 413 customers to answer self-reported questionnaire. Data was analyzed by bivariate analysis and regression analysis. Research findings revealed that; customer's satisfied with product and service of Banana IT more than J.1.B.Computer statistically significant; factors affecting the customer satisfaction were value & image of product and service statistically significant. The customer satisfaction effective customer loyalty and custorner complaints statistically significant. The Result could be interpreted that, the value and image of the product by comparing the price with the quality of the product that the product was good quality, reasonable price. When a customer sees that the product was good quality and reasonable price, customers will be satisfied. Then they said to someone who knows and come back to buy again.