The influence of service quality and corporate image on customer satisfaction in corporate training business
คำสำคัญ:
Customer satisfaction, service quality, corporate imageบทคัดย่อ
OBJECTIVES: To study service quality, corporate image in corporate training businesses in Bangkok and vicinity and their effects on customer satisfaction. METHODS: A sample survey research of 400 people in Bangkok and vicinity who had received training and development in corporate training businesses selected by purposive sampling technique. Data were gathered by questionnaires with reliability greater than 0.7 by means of self-administered questionnaires. RESULTS: Respondents were mostly male, between 35-44 years old, married, educated in bachelor’s degree or equivalent, monthly income of baht 15,000–25,000 and were private company employees. Respondents considered that service quality, corporate image, and customer satisfaction were important in training business. Service quality and corporate image were related significantly to customer satisfaction (p<0.05) THEORETICAL/POLICY IMPLICATIONS: Customer satisfaction depends on service quality and corporate image. In order to satisfy customers, service quality and corporate image should be established.
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