ความพึงพอใจของลูกค้าต่อส่วนประสมการค้าปลีกของร้านหมูวีพีในจังหวัดเชียงใหม่

Abstract

The objectives of this independent study were 1) to examine customer satisfaction towards the retail marketing mix, 2) to study factors such as gender, age, income, and store size, which affect customer satisfaction towards the retail marketing mix, 3) to study the influence of customer satisfaction on the decision to repeat purchases. The sample group of this research was 570 consumers who purchased the product from 19 branches of MooVP pork shop in Chiang Mai province. A questionnaire was used to collect data, which was then analyzed using descriptive statistics and inferential statistics, including frequency distribution, percentage, means, standard deviation, Factor analysis, T-test, F-test (ANOVA), and Multiple regression analysis. The results showed that 1) the respondents were satisfied with the overall retail marketing mix of MooVP pork shop at the highest level. The factors that received the highest satisfaction level were store ambience, customer service, and merchandise assortments. The factors that received high level of satisfaction were store location, communication with customers, and price, 2) the gender and income factors do not affect the differences in customer satisfaction levels towards the retail marketing mix. On the other hand, age and store size affect the differences in customer satisfaction levels towards the retail marketing mix, 3) customer satisfaction towards 6 aspects of the retail marketing mix had a positive impact on the decision to repeat purchases. In descending order of influence on the decision to repeat purchases, they are ranked as follows: satisfaction with communication, satisfaction with store ambience, satisfaction with customer service, satisfaction with products, satisfaction with store location, and satisfaction with prices.