FACTORS INFLUENCING CUSTOMER’S SATISFACTION IN THE SERVICES OF SOONTREE CHINESE DISHES IN SARABURI PROVINCE

Abstract

This independent study has objective (1) to study personal characteristics that influencing customer’s satisfaction in the services of Soontree Chinese Dishes in Saraburi province and (2) to study marketing mix factors influencing customer’s satisfaction in the services of Soontree Chinese Dishes in Saraburi province. For populations to make a study, they were from Soontree Chinese Dishes service’s customers who living in Saraburi province that undetermined amount, and collect information from the examples for 400 people and using purposive sampling from the old customers. Data analysis using descriptive statistics that were frequency, percentage, mean, and standard deviation. Inferential statistics were t-Test, One-Way ANOVA (F-Test), and Multiple Regression Analysis.According to the result,  the main 206 people were male (51.50%), ages 31 – 40 years old about 142 people (35.50%), in individual occupation about 120 people (30.00%), has highest education status as bachelor degree about 237 people (59.25%), have a married status about 263 people (65.75%), and the average monthly incomes are 15,001- 25,000 Baht about 144 people (36.00%). The result of factors influencing in service business informational analysis is in a highest score for the most   according to each dimension, the following is physical appearance by in the highest and the lowest is about the channel by in the highest rate, and the service’s satisfaction is in the highest.

The result from hypothesis testing. 1) The personal appearances influencing customer’s satisfaction in the services of Soontree Chinese Dishes in Saraburi province as indifferent. 2) Marketing mix factors influencing to satisfaction in Soontree Chinese Dishes service’s customers in Saraburi province were services, prices, and about personals by having importance in statistics at 0.05. By the most affective was the service systems (B = 0.30) the following is about price (B = 0.17) and the lowest is about personals (B = 0.16) by 22.80%