The Study of Customer Behavior Satisfaction and Loyalty of Community Mall in Bangkok and Suburban Area

This research study was to investigate the customer satisfaction and loyalty of community malls in Bangkok and suburban areas. This aim is supported by the following objectives: 1) to study the relation of image, experiential marketing and service quality on customer satisfaction on community malls. 2) to study the relation of customer satisfaction on customer loyalty in community mall. This study surveyed the community mall’s customer that use community mall services in Bangkok and suburban areas. The number of returned questionnaires was 400 and the data was analyzed by frequency, percentage, mean method, Simple regression and Multiple regression. The result of the preliminary study indicated that image, experiential marketing and service quality influenced customer satisfaction on community malls. Moreover, The community mall’s customer concern about service quality at the most which indicated by R-square value is 50.4% but they concern about experiential marketing at least which indicated by R-square 40.1%.

本研究旨在探究曼谷及郊区社区购物中心的顾客满意度与顾客忠诚度。本研究围绕以下研究目标展开：1）分析社区购物中心的形象、体验式营销与服务质量对顾客满意度的影响关系；2）分析社区购物中心中顾客满意度对顾客忠诚度的影响关系。本研究针对曼谷及郊区使用社区购物中心服务的顾客开展问卷调查，共回收有效问卷400份，数据采用频数分析、百分比统计、均值法、简单回归与多元回归方法进行分析。预研究结果显示，社区购物中心的形象、体验式营销与服务质量均会对顾客满意度产生显著影响。此外，通过决定系数（R-square）的分析结果可知，顾客对服务质量的关注度最高，对应R方值达50.4%；而对体验式营销的关注度最低，对应R方值为40.1%。