Expectation and Satisfactions of Customers in Convenient Stores According to the Comparison between 7-Eleven and FamilyMart in Hua Hin District, Prachuabkirikhan Province area

Abstract

The purposes of this research were to evaluate the expectation and the satisfaction of customers toward services in convenient stores comparing between 7-eleven and FamilyMart in the area of Hua Hin district, Prachuabkirikhan province; and study factors affected the expectation and the satisfaction of customers in using services of convenient stores comparing between 7-eleven and FamilyMart in Hua Hin district, Prachuabkirikhan area by the application of The American Customer Satisfaction Index (ACSI) research framework. The survey research method was used in this study and questionnaire was placed to collect data from sample groups. Stratified random sampling technique was applied to select 400 samples from local customers and tourists who used services in 7-eleven and FamilyMart in Hua Hin district, Prachuabkirikhan Province. Data was analyzed by Bivariate Analysis and Regression. Research finding revealed that customers’ expectation and satisfaction for 7-eleven were greater than FamilyMart in all 4 factors; Perceived Value, Image, Customer Satisfaction, and Customer Loyalty; and Factor which affected the most of customers’ expectation and satisfaction was Image. These results implied that if 7-eleven and FamilyMart prefer to gain more customers’ satisfaction, they should develop the image in order to enhance the best of customers’ satisfaction.