THE ROLE OF TECHNICAL COMMUNICATION BY THAI STAFF IN INFORMATION TECHNOLOGY EQUIPMENT RETAILERS IN BANGKOK ON CUSTOMER SATISFACTION AND BRAND TRUST: A CORRELATION ANALYSIS
Keywords:
Technical Communication, Customer Satisfaction, Brand TrustAbstract
This study examined the role of technical communication by Thai staff in information technology equipment retailers in Bangkok in relation to customer satisfaction and brand trust. Data were collected through an online survey of 300 respondents who were customers of technology service centers in Bangkok, selected via a convenience sampling method. The study analyzed the relationships among customers’ need for staff proficiency in English technical vocabulary, satisfaction with the staff’s use of technical terminology, and brand trust. Descriptive statistics, including mean and standard deviation, alongside Pearson’s correlation analysis, were employed. The results indicated a significant positive influence of customers’ demand for staff’s technical English skills on their satisfaction with the staff’s technical communication. In turn, customer satisfaction was found to positively impact staff responsiveness, thereby enhancing brand trust. Furthermore, an indirect positive effect of customer demand for technical communication on brand trust was identified, mediated by customer satisfaction. The research underscores the critical role of effective technical communication in enhancing customer experience, aligning with customer expectations for clear technical explanations, increasing satisfaction, and fostering trust in the brand’s expertise and reliability.
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