Positive factors affecting satisfaction toward sportswear department store A of customers in Bangkok

Abstract

The purpose of this research was to explore the positive influence of quality and preferences, fashion, price, sportswear attributes, sportswear salespeople, store atmosphere, role model influence, and credibility on customer satisfaction of sportswear department store A’s customers in Bangkok. The population of this study were the people who visited and shopped at the sportswear department store A in Bangkok. The sample of this research was 310 questionnaire respondents distributed at the sportswear department store A in the center area of Bangkok during 27th – 29th January 2017. The data was analyzed by using descriptive statistics and multiple regression analysis. The result were found that store atmosphere (β = .328), role model influence (β = .190) and credibility (β = .146) had positive influence on customer satisfaction at the significant level of .01. While quality and preferences, fashion, price, sportswear attributes, and sportswear salespeople had no positive influence on customer satisfaction.