Factors affecting customer satisfaction on Brand X green tea: a case study of Bangkok consumers
Factors affecting customer satisfaction on Brand X green tea: a case study of Bangkok consumers
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2017
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Assumption University Press
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eng
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application/pdf
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12 pages
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International Research E-Journal on Business and Economics 3, 1 (May 2017), 97-108
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Abstract
This research determines the factors affecting customer satisfaction on Brand X green tea
as well as the relationship between independent variables (quality of tea, price, brand
image, and health concern) and dependent variable (customer satisfaction). The
quantitative method was used in this research. The sampling procedure is non-random
snowball sampling. The survey questionnaire is an online questionnaire via social
network including Facebook, Line application, and Twitter. The scope of this research
includes 385 Bangkokians who have purchased Brand X green tea. The data analysis
used a statistical analysis program to perform descriptive, correlation, and multiple linear
regression. The research found that the quality of tea is the most significant factor in
customer satisfaction. Price and brand image have significant relationships with customer
satisfaction. In contrast, health concern has no significant relationship with customer
satisfaction on Brand X green tea.
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