Enhancing Customer Satisfaction and Loyalty through Perceived Value of Vending Machine Experiences in Bangkok and Metropolitan Area

Abstract

The purposes of this research were to compare the level of satisfaction in using vending machine services among consumers in Bangkok and the Metropolitan area, classified by type of consumption for utilitarian and hedonic, and to determine factors that affect consumers' satisfaction in using vending machine services in Bangkok and Metropolitan area. This quantitative study used questionnaires for data collection. A quota sampling technique was applied to select 981 vending machine users to answer a self-reported questionnaire. The data were analyzed by linear regression model analysis and ordered probit model analysis. Research findings revealed that the level of satisfaction significant in using vending machine services among consumers in Bangkok and the Metropolitan Area, classified by type of consumption for utilitarian and hedonic consisted of Electronic Word-of-mouth, and Loyalty respectively. It’s a group of consumers for hedonic that is more important than a group of consumers for utilitarian. The factors that significantly affected satisfaction in using vending machine services consisted of the image, perceived value, perceived quality, and customer expectation respectively. The research contributions from the results can be used to improve and develop services of higher quality according to customer needs and help businesses adjust and improve internal activities to increase service efficiency. It allows the business to create more profits.