ความสัมพันธ์ระหว่างการรับรู้ภาพลักษณ์ ความพึงพอใจ และความตั้งใจใช้บริการซ้ำของลูกค้าชาวไทย ต่อศูนย์การค้า G จังหวัดเชียงใหม่

Abstract

The objective of this study was to study relationship between image perception, satisfaction, and revisit intention of Thai customers towards G Shopping Center, Chiang Mai Province. Questionnaires were used to collect data. Quota sampling method was applied to select 420 customers according to periods of time they visited the shopping center. Descriptive statistics used to analyse the data consisted of frequency, percentage, mean and standard deviation. Also Inferential statistics used in this study was multiple regression analysis. The findings showed that most respondents were female, at the age between 21 - 30 years old and held Bachelor’s degree. Their occupation was private company employee. Their average monthly income was 15,001 - 25,000 baht. They visited the shopping center by their own private cars. Service that the participants consumed the most were cinema, purchasing snacks, bakery and dessert. The average cost per time was 301 - 600 baht. They visited the shopping center with friends approximately 1 - 3 times per month, from 01.01 p.m. to 04.00 p.m. The most visited area was at first story. The findings also showed that the shopping center’s image correlated to satisfaction at 0.622 (R = 0.662), and can be explained the variance of the satisfaction at 43.80% (R2 = 0.438), included 3 factors which were the shopping center’s atmosphere, service quality of staff and product sales. The Image correlated to revisit intention at 0.667 (R = 0.667), and could be explained the variance of revisit intention at 44.54 (R2 = 0.445), consisted of 4 factors which were the shopping center’s atmosphere, product sales, location and service quality of staff. In addition, the satisfaction correlated to revisit intention at 0.590 (R = 0.590), and could be explained the variance of revisit intention at 34.90% (R2 = 0.349).