FACTORS FOR FORECASTING OF CUSTOMER SATISFACTION OF TOT SERVICE CENTER AT CHAENGWATTANA BRANCH

Abstract

The objective of the study “Factors for forecasting of customer satisfaction of TOT service center at Chaengwattana branch” is to study the demographic factors influenced on customer satisfaction, and to study the marketing mix factors affect to customer satisfaction. The population is customers who have been serviced from TOT service center at Chaengwattana branch. The study explored 400 questionnaires using samples from the formula of W.G.Cochran (1953). The statistical analyses composed of frequency, percentage, mean, and standard deviation. The statistics to test hypothesis were independent sample t-test, one way analysis of vVariance, multiple regression analysis and LSD.

The study found that the most sample group were men age around 21-30 years old, earn an average monthly income of 20,001-30,000 baht, graduate with a bachelor degree, single and student. The marketing mix factor that the consumers gave the highest level of significant were physical evident.

From the hypothesis, the results showed that the different in gender, marital status, age, occupations and income describe the different of customer satisfaction. In addition, the marketing mix factors; Price Promotion People and Process, affect to customer satisfaction with statistical significance at level 0.05, and the factor process has the highest level that affect customer satisfaction, and the lowest level is people.