TO COMPARE THE SATISFACTION OF COMSUMERS’ PRODUCTS AND SERVICES BETWEEN A.C.T AND TYREPLUS AUTO SERVICE CENTER IN BANGKOK AND VICINITY

Abstract

The purposes of this research were to compare levels of customer satisfaction on products and services between A.C.T and TYREPLUS Auto Service Center in Bangkok and Vicinity; and to determine factors affecting level of customer satisfaction on products and services of A.C.T and TYREPLUS. Concept framework was based on American Customer Satisfaction Index model. Stratified Random Sampling technique was applied to select 402 customers of A.C.T and TYREPLUS Auto Service Center in Bangkok and Vicinity to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression model analysis. Research findings revealed that levels of customer satisfaction on products and services of A.C.T were significantly higher than those of TYREPLUS; and factors that significantly affected level of customer satisfaction on products and services of A.C.T and TYREPLUS Auto Service Center in Bangkok and Vicinity consisted of Image, expectation, perceived quality, and perceived value.