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

Abstract

The purposes of this research were to: 1) study personal factors that affect satisfaction and brand image in using coin-operated washing machines and dryers of K-Nex Corporation Company Limited. 2) study personal factors were affected the attitude for using the coin-operated washing machine and dryer service in various aspects and 3) study the greatest cause-effect impact relationship brand image of laundromat shop. The sample group used the people was 18 years and over with experience use coin-operated washing machines and dryers of K-Nex Corporation Company Limited, 425 people living in Bangkok and surrounding areas. The study analyzed the data using descriptive statistics such as percentage, mean, standard deviation and the inferential statistics were chi-square statistic, chi-squared-Pearson statistic, and multiple regression analysis.

            Research results: 1) Most of the respondents were female, aged 20 - 35 years, single status, with higher than a bachelor's degree level of education. Have a career as a private company employee/employee and have income between 40,001–50,000 baht. 2) Knowledge and understanding have the highest level on attitudes for using laundromat with a mean of 4.89 and a standard deviation of 0.314, 3) In terms of monthly income has a relationship with satisfaction for using the coin-operated washing machine and dryer service of K-Nex Corporation Co., Ltd. and 4) The brand image of laundromat has a cause-effect relationship with attitudes in various factors including Cognitive Component, reliability, assurance, and affective component, respectively, with statistical significance at the 0.05 level.