ความสัมพันธ์ระหว่างภาพลักษณ์ตามการรับรู้ ความพึงพอใจ และความตั้งใจใช้บริการซ้ำของลูกค้าชาวไทยต่อร้านแจ่มฟ้าเซฟมาร์ทในจังหวัดเชียงใหม่

Abstract

This independent study the relationship between perceived image, satisfaction, and intention to revisit of Thai customers towards Jampha Savemart in Chiang Mai Province. The questionnaire was used as a tool to collect the data from 390 customers by using a quota sampling method, divided into 6 branches which are Saraphi, San Pa Tong, Hangdong, Doi Saket, Chiang Mai University, and Mae Jo University. The preliminary data were analyzed by using descriptive statistics that consist of frequency, percentage, mean, standard deviation and inferential statistics by using multiple regression analysis. The results of the study showed that most of the customers were female and aged 31 to 40 years. Their highest educational background was at high school/vocational certificate level. They work as employees and their monthly income is 10,001 - 15,000 Baht. Besides, the vehicle was used to visit the store is the motorcycle. In terms of customers’ behavior, they bought general consumer product such as oil, sauces and instant food. Their average spending were 301 - 600 Baht per visit. They came to bought consumer products alone for 1 - 3 times a month at 4:01 - 8.00 P.M. Moreover, the results showed that the perceived image was related to customers’ satisfaction with Jampha Savemart in Chiang Mai = 0.780, which could be explained the variation of customer satisfaction 60.80% which consisted of four factors: product aspect, service, merchandising, and price. In addition, perceived image was related to intention to revisit of Thai customers = 0.739 so, it could be explained the variation to revisit of the Thai customers 54.60% that consisted of 7 factors: product aspect, service, atmosphere, location, promotion, product sales, and price. Furthermore, the customers’ satisfaction also was related to intention to revisit of the Thai customers = 0.564 so, it could be explained the variation to revisit of the Thai customers as 31.90%.