Marketing Mix Factors Affecting Customer Satisfaction in Service Use at Thai Toray Synthetics Co., Ltd

Abstract

          This research aimed to: 1) examine the marketing mix factors, 2) assess the level of customer satisfaction with the services of Thai Toray Synthetics Co., Ltd., 3) compare customer satisfactory levels based on business characteristics, and 4) investigate the marketing mix factors influencing customer satisfaction with the services of Thai Toray Synthetics Co., Ltd. This study employed a quantitative research approach, utilizing 60 sets of the questionnaire as the primary data collection instrument. The scale of the questionnaire has a validity coefficient of 0.955 and a reliability coefficient of 0.826. The statistical methods applied included percentage, mean, hypothesis testing through t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis.

           The research findings indicated that 1) the overall importance of marketing mix factors in utilizing the services of Thai Toray Synthetics Co., Ltd. was at a high level; 2) the overall level of customer satisfaction with the services of Thai Toray Synthetics Co., Ltd. was also high; 3) a comparison of customer satisfaction levels, categorized by business characteristics, revealed no significant differences; and 4) the marketing mix factors that significantly influence customer satisfaction with the services of Thai Toray Synthetics Co., Ltd. Were pricing and distribution channels.