The Relation of Factors Affecting Satisfaction of DTAC Reward Privilege Users in Bangkok

Abstract

This study aimed: 1) to study the opinion level of marketing mix factors 2) to study satisfaction level of service users 3) to study the relationship between personal factors and marketing mix factors and 4) to study the relationship between personal factors and satisfaction of DTAC reward privilege users in Bangkok by collecting data from a  samole group of 400 people. The statistics used to analyze dataincluded frequency , percentage, average and Chi-square test. The study results Were found that: the majority of respondents were males, aged 21-30 years old, marital status was single, worked in private sectors, education level was Bachelor's degree, monthly average income was between 10,001-20,000 baht, the period in using DTAC network service was 4-10 years, the service rate was 300-799 per month. The opinion level of the marketing mาix factors at the highest level in all aspects and the satisfaction level of users was rated at the highest level in all aspects, The study results on the relationship between personal factors and marketing mix factors showed that sex, age, marital status, occupation, education and monthly income had relationship with marketing mix factors in all sides except the price and the study results on the relationship between personal factors and Satisfaction were found that age, marital status, education, and monthly income had relationship with the satisfaction in all aspects.