FACTORS AFFECTING SATISFACTION OF USERS OF RANGSIT UNIVERSITY BOOK CENTER

Abstract

This study aims to 1) analyze personal factors influencing users’ satisfaction towards Rangsit University Book Center and 2) to study the marketing mix factors relevant to the satisfaction of users of Rangsit University Book Center.

This study is a quantitative research with the sample size of 400 people. The data were collected by means of questionnaires, and they were analyzed using 1) descriptive statistics including frequency, mean, and standard deviation and 2) inferential statistics including t-test, f-test, and Pearson Production Moment Correlation.

The results of the study showed that most of the questionnaire respondents were male, and were third-year students from the Faculty of Business Management. Most of the samples ranked the marketing mix factors including product and service, price, distribution channel, promotion, staff, physical appearance, and service procedure as important factors. Furthermore, most samples tended to feel highly satisfied with the service provided by Rangsit University Book Center.

Nonetheless, personal factors including genders, years of study, and faculties did not have an impact on the users’ satisfaction towards Rangsit University Book Center at the 0.05 level of significance. In addition, it was found that all marketing mix factors were related to the satisfaction of users towards the service provided by Rangsit University Book Center.