Itsarin TisantiaKingkeaw PornapiraksakulNatsapan Paopun2565-01-292022-01-292565-01-15Itsarin Tisantia, Kingkeaw Pornapiraksakul and Natsapan Paopun. (2022). Customer Satisfaction toward the Marketing Mix of Big C Supercenter at Suwannaphum Branch in Roi Et Province. Proceedings of The 9th Regional Conference on Graduate Research 15 January 2022, Sripatum University, Khon Kaen Campus, Khon Kaen, Thailand., p.357-365.https://dspace.spu.ac.th/handle/123456789/7967This research aims to study demographic factors and measure levels of customer satisfaction toward the marketing mix of Big C Supercenter at Suwannaphum Branch in Roi Et Province. The research hypothesis is that customers of different genders, ages, statuses, education levels, occupations, and average monthly incomes have different levels of satisfaction toward the marketing mix. The researcher carried out a customer satisfaction survey, applied purposive sampling, and collected data from questionnaires that were filled in by 400 customers. The data were analyzed using T-Test and F Test (One-Way ANOVA). The analysis of demographic data showed that most of the respondents were female students who were single and under the age of 20. The majority of the respondents whose education levels were lower than a bachelor’s degree had an average monthly income of no more than 10,000 baht. The analysis of customer satisfaction toward the marketing mix (7Ps) revealed that the overall satisfaction stood at 4.36 ( X ). “Product” gained the highest satisfaction, followed by “People,” “Price,” “Place,” “Promotion,” “Physical Evidence,” and “Process” respectively. As for the results of the hypothesis test, customers of different genders had the same level of satisfaction; however, customers of different ages, statuses, education levels, occupations, and income levels had different levels of satisfaction at a significance level of 0.05.enCustomer SatisfactionMarketing MixBig C SupercenterArticle