Jiratpurim Sukprasert Factors Predicting Customer Loyalty in Car Care Businesses in Pattani Province

Abstract

DOI : 10.14456/pnuhuso.2024.22

       This study aimed to: 1) investigate the level of customer satisfaction with car care services in Pattani province, and 2) examine the impact of marketing strategies, service quality, and customer experience management on customer satisfaction in these businesses. The sample group consisted of 382 customers who used car care services in Mueang district of Pattani province. The data collection tools included questionnaires, and statistical methods used for data analysis included mean percentage, standard deviation, and multiple regression. The research findings revealed that marketing strategies related to product, price, promotion, process, and physical environment significantly influenced customer satisfaction, accounting for 62.4% of the variance, with statistical significance at .01 (b = .305, .181, .162, .159, .150). Service quality, particularly service integrity and customer understanding, significantly affected customer satisfaction,  explaining 49.6% of the variance, with statistical significance at .01 (b = .524, .078).  Additionally, customer experience management, in terms of physical and psychological experiences, influenced customer satisfaction by 39.9%, with statistical significance at .01 (b = .365, .190).