ความสัมพันธ์ระหว่าง ความพึงพอใจ กับความภักดีต่อแบรนด์และ Net Promoter Score ของธุรกิจบ้านและอาคารชุดสำหรับพักอาศัย

Abstract

The purposes of this study were to Study satisfaction, loyalty, relationship between satisfaction with Brand loyalty and Net Promoter Score of house and condominium businesses. The population is residential customers in housing estates and condominiums. Using a sample of 1,800 units with an accidental and Purposive sampling method. The instrument used is a questionnaire with a estimation of 5 and 11 levels with a accuracy of more than 0.50 and a confidence value of 0.976. Statistics used are the percentage, arithmetic mean standard deviation Pearson Correlation coefficients and multiple regression analysis. The findings indicated that the overall level of customer satisfaction in all 5 facets is at a high level. The highest average value is Home inspection, transference and Delivery. Followed by Down payment has a very high average. The lowest mean value is Service after staying in the project has a high average. Overview of loyalty levels with an average of 6.79 (From 10 levels) which accepting advice and telling with average values has an average of 6.78 6.80 and 6.81. Customer satisfaction in 5 aspects, including 1) project launch, 2) reservation and contract purchase, 3) down payment 4) Inspection and transfer and home delivery 5) Service after staying in the project There is a significant relationship and positive influence on loyalty at the level of 0.05 With standard influence weight equal to 0.150 0.205 0.345 0.115 and 0.045 respectively. And the study found that the Net Promoter Score was 1.98 in the level of need to improve.