FACTORS IMPACTED CONSUMER SATISFACTION TO PURCHASE NUTRIENT SUPPLEMENT PRODUCT WITH ONLINE RESELLER ON FACEBOOK IN BANGKOK AND THE NEARBY AREAS

Abstract

In COVID-19 pandemics, there are many challenges in the local business. Most of the businesses cannot stand through the pandemics and must exit from Thai market however the nutrient supplement market contrastingly grows and is expected to expand 5-10% in this year following increase of healthy trend in Thailand. This study purposes to study key factors that impact to customer satisfaction for buying the nutrient supplement with following these independent variables, product offer, selling price, sales promotion, service, and people influence. There are 258 sample sizes. After the analyzing process, it is presented that there are only 3 independent variables affecting to the customer satisfaction. Recommendation from others has the most significant impact to customer satisfaction following by sales promotion, and service with all of them having Sig. < 0.001 analyzed by ANOVA, and there are differences between the respondents who live in Bangkok and the nearby areas analyzed with Sig. < 0.001 analyzed by ONE-WAY ANOVA.