The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand

Customer satisfaction is an important strategic objective for retail industries. In order to survive and achieve profitability, retailers need to respond customer's requirement to satisfy them. Although there are many factors which relate to customer satisfaction, but most of previous empirical...

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Main Author:	Petkao, Waramon
Format:	Thesis
Language:	eng eng
Published:	2010
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/2412/1/Waramon_Petkao.pdf https://etd.uum.edu.my/2412/2/1.Waramon_Petkao.pdf
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id	my-uum-etd.2412
record_format	uketd_dc
spelling	my-uum-etd.24122013-07-24T12:15:54Z The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand 2010 Petkao, Waramon Don, Mohd Sobri College of Business (COB) College of Business HF5001-6182 Business Customer satisfaction is an important strategic objective for retail industries. In order to survive and achieve profitability, retailers need to respond customer's requirement to satisfy them. Although there are many factors which relate to customer satisfaction, but most of previous empirical research in this field tended to emphasize on only service quality. Hence, this study investigates three important factors including service quality, product quality and price fairness which are critical relating to customer satisfaction. The purposes of this study are to examine the relationship between service quality, product quality, price fairness and customer satisfaction in retail stores. The questionnaires were developed from many previous researches. The data was collected from 399 customers of 3 hypermarkets and 3 department stores in Hatyai, Thailand. Pearson's correlation coefficient analysis was used to test the hypotheses. The result of this study shows that service quality of retail stores has positive relationship with customer satisfaction as hypothesized. Product quality and price fairness also have the significant and positive relationship with customer satisfaction. This study shows that perception of customers about service quality, product quality and price fairness are almost equally important to build up their satisfaction. Therefore, the retailers should consider product and price as the foundations to satisfy customer and to improve service quality as an add-on value to customer. 2010 Thesis https://etd.uum.edu.my/2412/ https://etd.uum.edu.my/2412/1/Waramon_Petkao.pdf application/pdf eng validuser https://etd.uum.edu.my/2412/2/1.Waramon_Petkao.pdf application/pdf eng public http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000768300 masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Don, Mohd Sobri
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Petkao, Waramon The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand
description	Customer satisfaction is an important strategic objective for retail industries. In order to survive and achieve profitability, retailers need to respond customer's requirement to satisfy them. Although there are many factors which relate to customer satisfaction, but most of previous empirical research in this field tended to emphasize on only service quality. Hence, this study investigates three important factors including service quality, product quality and price fairness which are critical relating to customer satisfaction. The purposes of this study are to examine the relationship between service quality, product quality, price fairness and customer satisfaction in retail stores. The questionnaires were developed from many previous researches. The data was collected from 399 customers of 3 hypermarkets and 3 department stores in Hatyai, Thailand. Pearson's correlation coefficient analysis was used to test the hypotheses. The result of this study shows that service quality of retail stores has positive relationship with customer satisfaction as hypothesized. Product quality and price fairness also have the significant and positive relationship with customer satisfaction. This study shows that perception of customers about service quality, product quality and price fairness are almost equally important to build up their satisfaction. Therefore, the retailers should consider product and price as the foundations to satisfy customer and to improve service quality as an add-on value to customer.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Petkao, Waramon
author_facet	Petkao, Waramon
author_sort	Petkao, Waramon
title	The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand
title_short	The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand
title_full	The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand
title_fullStr	The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand
title_full_unstemmed	The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand
title_sort	relationship between service quality, product quality, price fairness and customer satisfaction of retail stores in hatyai, thailand
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2010
url	https://etd.uum.edu.my/2412/1/Waramon_Petkao.pdf https://etd.uum.edu.my/2412/2/1.Waramon_Petkao.pdf
_version_	1747827339206590464

The Relationship Between Service Quality, Product Quality, Price Fairness and Customer Satisfaction of Retail Stores in Hatyai, Thailand

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