09 Customer Satisfaction Promotion for The Mall Shopping Center in Bangkok Metropolitan Area

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ธวัชชัย จันทะเสน เบญจพนธ์ มีเงิน

Abstract

This research is a quantitative research. The objectives of this research were 1) to study
the importance of marketing mix factors (4Ps) and the value of products that affect customers
satisfaction of The Mall Shopping Center in Bangkok Metropolitan Area 2) to study the factors
of marketing mix (4Ps) and products value on factors affecting the customers satisfaction of
the Mall Shopping Center in Bangkok Metropolitan Area. The sample for this study consisted
of 400 people who are the customers of The Mall Shopping Center in Bangkapi Thapra and
Bangkae, the tools were questionnaires, and the adopted statistics in the research were
Descriptive Statistics for Frequency, Percentage, Mean, Standard Deviation (SD) and Inferential
Statistics by using a Multiple Regression Analysis (MRA) for relationship analysis.
The finding of this research found that: the most respondents were female from 31 to
40 years old living in Bangkapi area. The average monthly income is 15,001 - 20,000 baht. In
addition, most respondents rated the factors that affect customer satisfaction in their products
and services. The Mall Shopping Center In Bangkok Overall, the level of satisfaction was high
(gif.latex?\bar{x} = 4.15 - 4.17, SD = .27 - .36). When considering the variables found that the majority of
respondents rated the value of the product as the highest value. Product benefits And service
value (gif.latex?\bar{x} = 4.17, SD = .36), followed by marketing mix (4Ps) (gif.latex?\bar{x} = 4.15, SD = .27) is product,
price, place and promotion, respectively. As a result of the analysis of the relationship of the
variables found that the marketing mix (4Ps) and product value were positively correlated to
The satisfaction in the product and Customer service of The Mall Shopping Center in Bangkok
Metropolitan Area (p-value <.05).
The result of this research would be advantaged for The Mall Shopping Center in Bangkok
Metropolitan Area and the others.

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