Media Exposure Behavior and Satisfaction with Public Relations Media of Bluport Hua Hin Shopping Mall Customers

Abstract

          This research aimed to study: 1.the behavior of receiving public relations media of Bluport Hua Hin Department Store customers; 2.the satisfaction of public relations media of Bluport Hua Hin Department Store customers; and 3.the behavior of receiving media and satisfaction of public relations media of Bluport Hua Hin Department Store customers. This research used a quantitative research method through a survey (Survey Research) by collecting data via an online questionnaire during June to July 2024, with a sample of 160 respondents. The data were analyzed using descriptive statistics and correlation tests. The results of the study showed that the behavior of receiving public relations media of service customers often focused on the content of the media enriching knowledge about the department store. Service customers had a high level of satisfaction with public relations media, especially using the news to inform about various activities of the department store. Media exposure and satisfaction were correlated. The more media the service customers obtained; the more satisfied they were with the public relationship.  In conclusion, the development of quality public relations media meeting the needs of service users will significantly increase satisfaction.