Serial Mediated Effect of Purchasing Decision Behavior and Customer Satisfaction as a Mediated Variable between Perception Taste and Revisit Intention of Processed Fruit Customers in Muang, Samut Sakhon District

Abstract

The objectives of this study were to investigate serial mediated effect of purchasing decision behavior and customer satisfaction as a mediated variable between perception taste and revisit intention of processed fruit customers in Muang, Samut Sakhon district. Samples in this study were 300 residents in Muang, Samut Sakhon district, purchasing processed fruits. A questionnaire was implemented as a research instrument in this study, statistically analyzed by percentage, means, standard deviation (S.D.), and structural equation modeling (SEM) analyses. Results of this study revealed that Purchasing decision behavior and customer satisfaction as a serial mediated variable between perception taste and revisit intention of processed fruit customers in Muang, Samut Sakhon district had the coefficient scale of Booth LLCI (Booth Strap Lower Limit Confidence Intervals) at 0.541 whereas the Booth ULCI (Booth Strap Upper Limit Confidence Intervals) was at 0.783. Based on the results of this study, it showed that when the processed fruits had a unique taste, various types, and designing beautiful product packaging in the markets, all of these could increase the customers’ revisit intention. Additionally, when the customers visually meet the image of the product branding, reasonable prices of the products, and the convenience of purchase in any market places, these aspects could promote the purchasing decision behavior and customers’ satisfaction to revisit intention for these processed fruits of the customers more increasingly.