The Influence of Loyalty Program Service Quality On Customer Satisfaction
The Influence of Loyalty Program Service Quality On Customer Satisfaction
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2016
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eng
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application/pdf
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7 pages
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The 4th International Graduate Research Conference
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Abstract
The objective of this research was to determine the influence of loyalty program service quality dimensions
(program policy, program reward, personalization, tangibility, information usefulness, courteousness /
helpfulness, and communication quality) on customer satisfaction of members of the Bangchak Gasohol Club
and/or Diesel Club. A total of 120 complete and valid questionnaires were collected from Bangchak service
stations in the Bangkok area. Hypotheses were tested using multiple regression analysis. It found that there is
a positive influence of loyalty program service quality dimensions on customer satisfaction. In addition, the
most significant program service quality dimension that has the highest impact on customer satisfaction is
program reward, followed by program policy communication quality, courteousness / helpfulness, information
usefulness, tangibility and personalization respectively.