The Influence of Loyalty Program Service Quality On Customer Satisfaction
by Piyasuda Phothikit; Piyathida Praditbatuga; Santhiti Treetipbut
Title: | The Influence of Loyalty Program Service Quality On Customer Satisfaction |
Author(s): | Piyasuda Phothikit
Piyathida Praditbatuga Santhiti Treetipbut |
Issued date: | 2016 |
Citation: | The 4th International Graduate Research Conference |
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. |
Keyword(s): | Loyalty Program Service Quality (LPSQual)
Program policy Program reward Personalization Tangibility Information usefulness Courteousness / Helpfulness Communication quality Customer satisfaction |
Resource type: | Proceeding Paper |
Extent: | 7 pages |
Type: | Text |
File type: | application/pdf |
Language: | eng |
Rights holder(s): | Piyasuda Phothikit Piyathida Praditbatuga Santhiti Treetipbut |
URI: | http://repository.au.edu/handle/6623004553/21266 |
Files in this item (EXCERPT) |
|
| View Proceeding-Paper-Abstract-21266.PDF ( 210.92 KB ) |
This item appears in the following Collection(s) |
|
|