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TRANSCRIPT
: MAJOR : ENTREPRENEURSHIP
KEY WORDS : KETSARA POOLSRI : SUCCESSFUL FACTORS OF DTAC’S FRANCHISES : A CASE STUDY OF BANGKOK. THESIS ADVISOR : KRISADA PACHRAVANICH, Ph. D. 84 pp.
This research aims to 1) study the demographic factors on overall satisfaction of
franchise customers, 2) the marketing mix on overall satisfaction of franchise customers, 3) the
demographic factors and marketing mix affecting franchise success, and 4) the guidelines on
improvement and development of franchise business. In this research, the population was 400
customers of DTAC franchises in Bangkok Metropolis. The Proportional Stratified Sampling
Method was applied and the data collection tool was the questionnaire.
In was found from the research that the demographic factors did not directly affect
customer satisfaction but this data may be applied in work improvement more efficiently. The
marketing mix on product and service, distribution, physical presentation and process factors
affected franchise success. Emphasis on such factors may develop mobile phone franchise
business.
Program of Entrepreneurship Graduate School, Silpakorn University Academic Year 2010 Student's signature ........................................ Thesis Advisor's signature ........................................
Correspondence between SERVQUAL Dimensions and Original Ten Dimensions for Evaluating Service Quality
Original Ten Dimensions for
Evaluating ServiceQuality
TANGIBLESRELIABILITYRESPONSIVENESSCOMPETENCE
COURTESY
CREDIBILITY
SECURITY
ACCESS
COMMUNICATION
UNDERSTANDING/ KNOWING THECUSTOMER
TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY
SERVQUAL Dimensions
© A. Parasuraman, University of Miami; not to be reproduced or disseminated without the author’s permission 9
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