THE DETERMINATE OF CUSTOMER SATISFACTION OF HOME FURNISHINGS

Abstract

The home furnishing industry in Thailand is an extremely fierce market. With an aging population and increase in household income, demand for home furnishings has rose 4% every year until COVID-19 where only the home office sector have grown among the falling businesses during the pandemic. While, the Asian Pacific was forecast to make the fastest recover, it is important for home furnishing businesses to prepare in order to sustain their business and survive the competition. Understanding the customer behavior is, therefore, crucial to gain the business competitive advantage among the other players and threats from imported home furnishings. The objective of this research is to investigate the factors that is the influential initiative of customer satisfaction of home furnishing purchases in the Bangkok Metropolitan Region and explore the key contributing factor that has the most influence on customer satisfaction. In order to obtain the result, quantitative method was used. A total of 262 respondents participated in this survey through the mean of online questionnaire via Google Form. The survey had a total of 35 questions, which were separated into four sections. The survey asked respondents about their past purchase experience regarding six constructs of perceived quality, product design, store atmosphere, brand image, salesperson, and customer satisfaction. After the data were collected, SPSS was used to analyze the relationship between the independent variables and the dependent variables of customer satisfaction. The finding of the current research indicates that three constructs had a significant relationship with customer satisfaction. Among them perceived quality had the most influence, followed by store atmosphere and brand image respectively. While salesperson was not found to influence customer satisfaction.