factors positively affecting customer’s satisfaction wang.pdf  factors...

Download FACTORS POSITIVELY AFFECTING CUSTOMER’S SATISFACTION Wang.pdf  Factors Positively Affecting Customer’s

Post on 19-May-2019

231 views

Category:

Documents

1 download

Embed Size (px)

TRANSCRIPT

FACTORS POSITIVELY AFFECTING CUSTOMERS SATISFACTION OF A

SUPERMARKETS CUSTOMERS IN BANGKOK

FACTORS POSITIVELY AFFECTING CUSTOMERS SATISFACTION OF A

SUPERMARKETS CUSTOMERS IN BANGKOK

Siyu Wang

This Independent Study Manuscript Presented to

The Graduate School of Bangkok University

in Partial Fulfillment

of the Requirements for the Degree

Master of Business Administration

2016

2016

SIYU WANG

All Right Reserved

Siyu, W. M.B.A., July 2016, Graduate School, Bangkok University.

Factors Positively Affecting Customers Satisfaction of A Supermarkets Customers

in Bangkok. (90 pp.)

Advisor: Penjira Kanthawongs. Ph.D.

ABSTRACT

The researcher studied factors that could impact customers satisfaction of A

supermarkets customers in Bangkok. The factors included Empathy, Responsiveness,

Location, Facilities, Product Consciousness, Pricing, Promotion, and Perceived value.

The 250 usable questionnaires were collected from both Thai people and foreigners

shopping in the A supermarket. Multiple regression analysis and Pearson Product-

Moment Correlation Coefficient were used for data analysis. The researcher found

that Perceived Value ( = 0.566), Location ( = 0.295), Responsiveness ( = 0. 276),

and Promotion ( = 0. 210) were tested to be positively affected customers

satisfaction of A supermarkets customers in Bangkok at .01 level of significance,

explaining 59.2% of the influence toward customer satisfaction.

Keywords: Supermarket in Bangkok, Customers Satisfaction, perceived value.

v

ACKNOWLEDGEMENT

First, this study is dedicated to my dear family and friends in the course of this

project, stood beside me and offer their knowledge and support.

I would like to express my unreserved thanks for valuable advice my mentor Dr.

Penjira Kanthawongs provided constant encouragement and support for the successful

completion of the study. This is a unique opportunity to learn about and work with

her.

I want to emphasize that I am grateful thanks to my university (Bangkok University)

provided me with useful and necessary resources to complete the study. I also have a

great opportunity to expand my knowledge to better develop their future career.

vi

TABLE OF CONTENTS

Page

ABSTRACT ............................................................................................................. iv

ACKNOWLEDGMENT ........................................................................................... v

LIST OF TABLES .................................................................................................. viii

LIST OF FIGURES ................................................................................................... x

CHAPTER1: INTRODUCTION

1.1. Background ................................................................................................... 1

1.2 SWOT Analysis ............................................................................................. 3

1.3. Statement of problems ................................................................................... 4

1.4 Objective of Research .................................................................................. 4

1.5 Scope of research ........................................................................................... 5

1.6 Research Question ........................................................................................ 5

1.7. Significant of Research ................................................................................. 5

1.8 Definition of terms ......................................................................................... 6

CHAPTER 2: THE THEORY AND LITERATURE

2.1 Concept theories of Customers Satisfaction................................................... 8

2.2 Concept theories of Empathy ......................................................................... 9

2.3 Concept theories of Responsiveness ............................................................. 10

2.4 Concept theories of Location .........................................................................11

2.5 Concept theories of Facilities ....................................................................... 12

2.6 Concept theories of Consciousness ............................................................... 13

2.7 Concept theories of Pricing .......................................................................... 13

2.8 Concept theories of Promotion ..................................................................... 14

2.9 Concept theories of Perceived value ............................................................. 16

2.10 Related document and previous research .................................................... 16

2.11 Hypothesis ................................................................................................. 21

2.12 Variable used in research ............................................................................ 22

vii

TABLE OF CONTENTS (Continued)

Page

CHAPTER 2: THE THEORY AND LITERATURE (Continued)

2.13 Conceptual framework ............................................................................... 23

CHAPTER 3: RESEARCH METHODOLOGY

3.1. Research Design ......................................................................................... 24

3.2. Population and Sample Selection ................................................................ 25

3.3. Research Instrument .................................................................................... 26

3.4. Testing Research Instrument........................................................................ 29

3.5. Data Collection ........................................................................................... 30

3.6. Data Collection ........................................................................................... 31

3.7 Statistic Method ........................................................................................... 31

CHAPTER 4: DATA ANALYSIS

4.1 Demographic data ........................................................................................ 36

4.2 Mean, Standard Deviation and Respondents perception ................................ 40

4.3 Analysis of the data based on assumptions ................................................... 49

4.4 Other Analysis ............................................................................................. 55

CHAPTER 5: CONCLUSIONS AND SUGGESTION

5.1 Hypothesis Assumption. ............................................................................... 59

5.2 Summary ..................................................................................................... 61

5.3 Recommendation for future application ........................................................ 65

5.3 5.4 Recommendation for future research ...................................................... 65

5.5 Limitation .................................................................................................... 66

BIBLIOGRAPHY ................................................................................................... 67

APPENDIX ............................................................................................................. 69

BIODATA ............................................................................................................... 88

LICENSE AGREEMENT ........................................................................................ 89

viii

LIST OF TABLES

Page

Table 1.1: SWOT analysis ......................................................................................... 3

Table 3.1 Reliability test .......................................................................................... 29

Table 3.2 : ANOVA Analysis.................................................................................... 33

Table 4.1: Gender of respondents ............................................................................. 36

Table 4.2: Age of respondents .................................................................................. 36

Table 4.3: Monthly income of respondents ............................................................... 37

Table 4.4: Martial statues of respondents ................................................................. 37

Table 4.5: Education level of respondents ................................................................ 38

Table 4.6: Occupation status of respondents ............................................................. 38

Table 4.7: Mean, Standard Deviation and Respondents perception of Empathy ........ 39

Table 4.8: Mean, Standard Deviation and Respondents perception of Responsiveness40

Table 4.9: Mean, Standard Deviation and Respondents perception of Location ........ 41

Table 4.10: Mean, Standard Deviation and Respondents perception of Facilities ...... 42

Tab

Recommended

View more >