| dc.description.abstract | The purpose of the study was to indicate the influence of product quality and
service quality on customer satisfaction and the research also revealed differences
between gender and income with respect to customer satisfaction.
To detect the purpose of the study, the literature review was conducted to
build the research model as well as to suggest hypotheses. After collecting and
analyzing 310 valid surveys with SPSS 16.0 software, the results have shown that 8
out of 9 suggested hypotheses have direct and positive impact on customer
satisfaction. In addition, female customers and male customers express no difference
on customer satisfaction. Moreover, different groups of income express difference on
customer satisfaction. Specifically, the group of income (5 million <) expressed
satisfaction differently from the other groups of income.
After finding out the results, recommendations were suggested for the KPHT
managers to improve the customer satisfaction and attract more customers. Instead of
focusing on all factors, they should focus on improving factors which have significant
impact on customer satisfaction such as Physical look, Reliability, Assurance and
Responsiveness. Specifically, KPHT gold shops update more new models as many as
possible and provide free service to make the jewelry products clean and bright. In
addition, KPHT gold shops should invest a modern machine to make a secret sign on
all the products. Moreover, punishment must be applied to make KPHT staff
enthusiastic.
Based on the limitations of the study, I suggested that subsequent researchers
should add more aspects to their future studies as “the influence of product quality,
service quality and price on customer satisfaction”
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Keywords: product quality, service quality, customer satisfaction
Abbreviation: Customer satisfaction (CS), Reliability (REL), Responsiveness
(RES), Assurance (ASS), Empathy (EMP), Tangible (TAN), Performance (PER),
Durability (DUR), Physical look (PHY), Brand name (BRA). | en_US |
