ความสัมพันธ์ระหว่างภาพลักษณ์ที่รับรู้ ความพึงพอใจและความตั้งใจกลับมาใช้บริการของลูกค้าชาวไทยต่อนราไฮเปอร์มาร์ทจังหวัดน่าน

Abstract

The purpose of this study was to find out the relationship between perceived image, satisfaction and the intention to revisit of Thai customers towards the Nara Hypermart, Nan province. The study is a quantitative research. Quota sampling was used according to the visited time period. Sample collected by using questionnaires for 400 samples. The data were analyzed using descriptive statistics composed of frequency, percentage, mean, and standard deviation and inferential statistics which was multiple regression analysis. The results of the study indicated that most of the sample group was female, aged 31-40 years and level of education were at the bachelor degree. Most of them were government officers, civil servants, and state enterprise employees. Most of them had their average monthly income is less than or equal to 10,000 Baht. Most of the customers usually bought consumer products such as toothpaste, detergent, and toilet cleaner. The average expense per visit was 301 - 600 Baht and the frequency of used was 1 - 3 times per month. They mostly used the service alone and got to Nara Hypermart by motorcycles. In addition, they did not use the state welfare card when purchasing products. The result were found that perceived image of Nara Hypermart, Nan Province was related to the satisfaction = 0.673 and could be explained the variation satisfaction 45.20% (R2 = 0.452) which is consisted of 6 factors: 1) product, 2) merchandising, 3) personnel, 4) service, 5) atmosphere, and 6) promotion. Moreover, the perceived image of Nara Hypermart, Nan Province were related to the intention to revisit = 0.601 and could be explained the intention to revisit variation of 36.10% (R2 = 0.361) which is consists of three factors: 1) product, 2) merchandising, and 3) service. Finally, satisfaction was related to the intention to revisit = 0.645 and could be explained the variation of intention to revisit 41.60% (R2 = 0.416).