ปัจจัยพยากรณ์ความตั้งใจซื้อซ้ำของลูกค้าอุปกรณ์บ้านและเครื่องครัว

Abstract

The purposes of this research were (1) to study the levels of service quality, sale promotion, customer satisfaction, and repeat purchase intention of customers of home and kitchen appliances (2) to study the factors of service quality, sale promotion, and customer satisfaction related to repeat purchase intention of customers in home and kitchen appliances and (3) to examine the predictive power of service quality, sale promotion, and customer satisfaction on repeat purchase intention of customers in home and kitchen appliances. A correlational research was conducted. The sample was 150 customers experienced with home and kitchen appliances shop which located in Amphoe Mae Sai, Chiang Rai Province. The research instruments were retail service quality scale, sale promotion of home and kitchen appliances shop scale, customer satisfaction scale and repurchase intent scale. Demographic data was analyzed using descriptive statistics. Hypotheses were tested using Pearson’s Product Moment Correlation Coefficient and Multiple Regression Analysis. Finding showed that participants perceived service quality, sale promotion, customer satisfaction and repeat purchase intention at high level. Service quality, sale promotion and customer satisfaction were significantly positively related to repeat purchase intention of customers in home and kitchen appliances. Service quality and customer satisfaction could significantly predict repeat purchase intention of customers in home and kitchen appliances.