07 Factors on Service Quality affecting Customers’ Satisfaction on Repetition Buying and Word of Mouth Telling of LINE MAN Service Users

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สุทธาทิพย์ กำธรพิพัฒนกุล นพพงศ์ เกิดเงิน นรินทร สมทอง

Abstract

This research aims to study the impact of service quality of LINE MAN to service
users’ satisfaction, repetition buying, and word of mouth telling utilizing quantitative research
methodology on 300 service users of LINE MAN in Bangkok. The samples were chosen by
purposive sampling using a questionnaire as data gathering tool. Statistics used for data
analysis were Measuring Model Evaluation and Structural Model Evaluation using SmartPLS
Program Version 2.0.M3.
The study results found that service quality had a direct influence to LINE MAN service
users at a significant level (DE = 0.5673), repetition buying intention (DE-0.9329), and word
to mouth telling (DE = 0.9141). Moreover, the results also found LINE MAN service users’
satisfaction had a negative direct influence at a significant level towards repetition buying
(DE = -0.5833), and word to mouth telling (DE = -5738). This illustrated that emphasis
on development of service quality could strengthen service users’ satisfaction, repetition
buying, and word to mouth telling. On the other hand, service satisfaction negatively
affected repetition buying and word to mouth telling, which was interesting and invited
continuing studies.

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