The impact of service quality on customer’s satisfaction and consumer purchasing decisions of condominium in Bangkok

This study investigated how service quality affects customer satisfaction and consumer purchasing decisions of condominium in Bangkok. It used quantitative analysis of data from 400 samples who have either bought or participated in the purchase of condominium in Bangkok. The analysis showed that most respondents were women, single, aged 30-44, with bachelor's degrees. Over half were employed, earning 80,001-100,000 baht monthly. Most preferred living with a maximum of 2 people, and South Bangkok was the most popular location. Condominiums of 31-35 square meters priced under 4 million baht were most desired. Overall, the respondents were delighted with the service quality provided by their developers. Testing showed that, except for tangibles, all service aspects had a statistically significant positive impact on customer satisfaction. The strongest influences were reliability, assurance, and responsiveness. The result of this study shows that better overall service quality leads to higher customer satisfaction. Importantly, customers who satisfied with their developer were more likely to purchase a condominium.