AN EVALUATION OF RELATIONSHIP BETWEEN SATISFACTION ON SERVICE MARKETING MIX FACTOR AND CUSTOMER LOYALTY OF PTT GAS STATIONS IN BANGKOK METROPOLITAN

Abstract

This study aimed to investigate satisfaction on service marketing mix factor and customer loyalty of PTT gas stations of PTT Public Company Limited in Bangkok Metropolitan and to examine an equation of a straight line to evaluate the relationship between satisfaction on service marketing mix factor and customer loyalty of PTT gas stations in Bangkok Metropolitan.  The samples consisted of 400 customers who used services at PTT gas stations of PTT Public Company Limited in Bangkok Metropolitan.  The data were analyzed using frequency, percentage, mean, and standard deviation.  Then the relationship was assessed applying multiple linear regression analysis with a statistical significance level of 0.05.  The results found that attitude towards marketing mix factor including physical evidence/environment, process, people, and channel of distribution had an effect on customer loyalty of PTT gas stations in Bangkok Metropolitan.  The relationship was in the same direction with a statistical significance level of 0.05 which was concordant with a hypothesis.