The Model of Marketing Strategies Influencing Customer Satisfaction of Supermarkets in Bangkok Areas

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Sukhumpong Channuwong
Prapas Sirirpap
Veera Ladnongkun
Jureeporn Makingrilas


The purposes of this research were: 1) to study marketing strategies of supermarkets in Bangkok areas; 2) to study customer satisfaction towards supermarkets in Bangkok areas;
3) to find a relationship between marketing strategies and customer satisfaction; 4) to analyze marketing strategies that have an influence on customer satisfaction; and 5) to present the model of marketing strategies influencing customer satisfaction. The samples used in this study were 380 participants who are customers of the selected Tesco Lotus and Big C supermarkets in Bangkok areas. The research questionnaire was used as a tool to collect data.  Statistics used in this study consisted of Percentage, Mean, Standard Deviation, Pearson Correlation and Multiple Regression Analysis.

            The research results were found that: 1) The overall marketing strategies of supermarkets were perceived at the highest level. In particular, product was perceived at the highest level, followed by promotion, price and place. 2) The overall customer satisfaction was at high level. In particular, customers perceived full meeting of expectation at high level, followed by repeat purchase, positive attitudes towards supermarkets, and positive word-of-mouth recommendation. 3) Marketing strategies were positively related to customer satisfaction. 4) Marketing strategies had an influence on customer satisfaction. In particular, price had the highest influence on customer satisfaction, followed by product, promotion and place. The model of marketing strategies derived from this research is called the “VACAS” model, consisting of various products (V), acceptable price (A), customer responsiveness (C), accessible place (A), and service minded (S). This model can be implemented to create positive attitudes, customer satisfaction, purchase intention, repeat purchase, customer retention and customer loyalty leading to increased market share, increased profitability, branch expansion, and sustainable growth of the business. Recommendations were that supermarkets should distribute high quality products that meet customer expectation with acceptable price to increase customer satisfaction.



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