THE CAUSAL FACTORS MODEL OF QUALITY OF AFTER SALES SERVICE THAT INFLUENCE ON CUSTOMER SATISFACTION OF MANUFACTURING INDUSTRIAL IN THAILAND

Abstract

                This article of this study were: 1) to study the causal factors model, quality of after sale service, competitive advantage and customer satisfaction of manufacturing industry in Thailand. 2) to study the causal factors of quality of after sale service, competitive advantage and customer satisfaction of manufacturing industry in Thailand. And 3) check the consistency of the causal factors model of quality of after sale service, competitive advantage and customer satisfaction of manufacturing industry in Thailand. The mixed methods research such as qualitative research by using the questionnaires. The sample group was customers with experience in services from after sales service from manufacturing industry in Bangkok for all 400 persons. Using techniques LISREL statistical analysis is frequency, percentage, standard deviation, skewness and kurtosis. By using qualitative research the structured interview and focus group using specific sampling by specialist of after sale service, competitive advantage and customer satisfaction of manufacturing industry was Executives or Senior Managers for all 8 persons. By using content analysis and overview to get the information. The research found that: 1) Staff factor such as 1.1) service staff 1.2) innovation processing 1.3) after sale service quality 1.4) competitive advantage and 1.5) customer satisfaction. 2) Influential staff of causal factors is the frontline service staff and the process of service innovation, had direct influence 0.54, 0.78 with statistical significance 0.01. And 3) the model was consistent with empirical data and statistical significance 0.01 such as: Chi - Square = 47.49, df =52 and  p = 0.65161.