THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTIONS SERVICE QUALITY TO CUSTOMER LOYALTY: AN INVESTIGATION OF CONSUMER PRODUCTS IN PETROCHEMICAL INDUSTRY, RAYONG PROVINCE
คำสำคัญ:
Service quality, Customer satisfaction, Customer Loyalty, Structural equation modelบทคัดย่อ
The objectives of this research are to (1) study the service quality, customer satisfaction and customer loyalty of consumer supplies of petrochemical industry in Rayong province, and (2) study the customer satisfaction as a mediator of service quality to customer loyalty of consumer supplies of petrochemical industry in Rayong province. Sample group used in the research is the 120 personals who are authority to customer loyalty of consumer supplies of petrochemical industry in Rayong province. Statistical method conducted in this research is the structural equation model via PLS Graph 3.0 program.
As results, it was found that the average value of service quality, customer satisfaction and and customer loyalty of consumer supplies of petrochemical industry in Rayong province are of high level. For analysis results obtained from structural equation model influencing and customer loyalty of consumer supplies of petrochemical industry in Rayong province, it was shown that the customer satisfaction as the mediator is the particular factor linking to the service quality and effecting to the and customer loyalty of consumer supplies of petrochemical industry in Rayong province significantly.
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