CUSTOMER SATISFACTION ON MOBILE PHONE REPAIR SERVICE CENTER OF ICARE AND SAMSUNG

Abstract

The purposes of this research were to study the customer level of satisfaction on the services of the mobile phone’s repair service center Of iCare and Samsung in Bangkok; and to determine factors affecting level of customer satisfaction on their services. Conceptual framework was based on American Customer Satisfaction Index model. Stratified Random Sampling technique was applied to select 413 customers to answer self-reported questionnaire. Data was analyzed by bivariate and regression model analysis. Research findings revealed that iCare customer satisfaction was significantly higher than those of Samsung’s; and factors that remarkably affected level of customer satisfaction on the mobile phone repair service centers’ services consisted of image, expectation, perceived quality and perceived value. These results implied that loyal customers will provide good feedback to the company and would continue to use the service. They would also recommend other people to use it.