THE CUSTOMER’ SATISFACTION OF FOOD CENTER IN CENTRAL PLAZA SALAYA AND TESCO LOTUS SALAYA IN NAKHON PATHOM PROVINCE

Abstract

The purposes of this research were to compare customer Satisfaction; and to study factors affecting customer satisfaction of Food Center Central Plaza Salaya and Tesco Lotus Salaya in Nakhon Pathom Province. Conceptual framework was based on the American Customer satisfaction Index. The stratified random sampling technique was applied to select 426 customers of Food Center Central Plaza Salaya and Tesco Lotus Salaya in Nakhon Pathom Province to answer self-reported questionnaire. Data was analyzed by bivariate analysis and regression analysis. Research findings revealed that the customer's satisfied with service of Food Center in Central Plaza Salaya and Tesco Lotus Salaya in Nakhon Pathom Province is different statistically significant in general; Factors affecting the customer satisfaction were valued, expectations and image of service at the statistical significance. Customer satisfaction affects customer loyalty and customer complaints had statistically significant. The Results could be interpreted that customer focus value of service expectations and image, respectively. When customer uses the service, they feel that the price of food and drink. It's suitable, clean and service worthwhile. With the money paid, that brings satisfaction and affects loyalty and told people they know. And come back the next time. That's why loyalty can show the image of good service.