The Important Factors Affecting Brand Image and User Satisfaction with Coin-Operated Washing and Drying Machines of K-Nex Corporation Company Limited.

Abstract

This study aimed to: (1) examine the personal factors influencing brand image, user satisfaction, and attitudes toward the use of K-Nex Corporation’s coin-operated washing and drying machines, and (2) identify key determinants of user attitudes toward these machines. The sample comprised 425 individuals aged 18 and above with prior experience using K-Nex Corporation’s coin-operated laundry services in Bangkok and its surrounding areas. Data analysis included descriptive statistics (percentage, mean, and standard deviation) and inferential statistics using Pearson’s chi-square test.

The findings revealed that: (1) the majority of respondents were female, aged 20–35 years, single, with at least a bachelor’s degree, employed in the private sector, and earning between 30,001 and 40,000 baht per month; (2) monthly income exhibited a statistically significant relationship with user satisfaction at the 0.05 significance level; and (3) knowledge and understanding emerged as the most influential factor shaping attitudes toward laundromat usage, with a mean score of 4.89 and a standard deviation of 0.314. These results provide insights into the demographic and cognitive factors influencing consumer perceptions of coin-operated laundry services, offering valuable implications for service providers seeking to enhance user satisfaction and engagement.