ความสัมพันธ์ระหว่างภาพลักษณ์ตามการรับรู้ ความพึงพอใจ และความตั้งใจใช้บริการซ้ำ ของลูกค้าชาวไทยต่อศูนย์การค้า เซ็นทรัลเฟสติวัล เชียงใหม่

Abstract

The objectives of this research were to study Relationship Between Perceived Image, Satisfaction, and Intention to Revisit of Thai Customers Towards Central Festival Chiangmai Shopping Center by using quantitative research. Quota sampling was used. Data were collected by the questionnaire of 420 people. After that, data were analyzed by using descriptive statistics consisting of frequency, percentage, mean, standard deviation and inferential statistics using multiple regression analysis. The study found that most of the respondents aged 21 - 30 years old, graduated bachelor's degree, work in private companies, and their average monthly income is 15,001 - 25,000 Baht. Most of them used the services by themself and traveled to the shopping center by their own car. The most service selected in the Central Festival Chiangmai Shopping Center was a bank/financial institution service. They purchased consumer products. The main activities were dining and prefer to use the service in the restaurant zone. The average spending per time was more than 1,500 Baht. The service used frequency was 1 - 3 times per month on the third floor which composed of music equipment stores, insurance companies, mobile phone network services, cameras, computers, notebooks, banks, financial institutions, bakeries, and snacks. The reasons for using the service was a variety of products and full services. The results revealed that perceived image towards Central Festival Chiangmai Shopping Center related to the satisfaction = 0.648 (R = 0.648) and could be explained the variation of customer satisfaction 42.00 % (R2 = 0.420). It consisted of 5 factors as follows: 1) employee service 2) convenient facilities 3) after-sales service 4) product classification and 5) promotions. Perceived image towards Central Festival Chiangmai Shopping Center related to intention to revisit = 0.661 (R = 0.661) and could be explained the variation of revisiting intention 43.70 % (R2 = 0.437). It consisted of 4 factors as follows: 1) convenient facilities 2) employee service 3) location and 4) merchandise assortment. Satisfaction related to intention to revisit = 0.618 (R = 0.618) and could be explained the variation in revisiting intention 38.20 % (R2 = 0.382)