The Quality of service factors which affects purchase decision towads KFC : A case study of KFC Rangsit University branch
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Abstract
Research on The Quality of service factors which affects purchase decision towards KFC : A case study of KFC Rangsit University branch .The research aims 1) to study the differences of personal factors that affect the decision to buy KFC food, A Case study of KFC Rangsit University branch 2) to study the relationship of service quality factors purchase decisions at KFC , A Case Study of KFC Rangsit University branch, The research is a quantitative research with the sample size of 400 people. The researchers used questionnaires as a research tool, used statistical values to analyze data, including descriptive statistical analysis, frequency, percentage, average, and standard deviation, and used inferred statistics: T-test, F-test, and multiple regression analysis. The results showed that the majority of respondents were female (244 respondents or 61 percent), aged between 21 to 40 (202 respondents or 50.5 percent) and undergraduates (205 respondents or 51.2 percent , average monthly income below 15,000 baht ( 205 respondents or 51.2 percent) and single status (318 respondents or 79.5 percent) For overall service quality factors had the highest average level (4.76), The factors were ranked in descending order as follows: appearance ( 4.79) reliability (4.78), response (4.75), confidence and empathy (4.73). For the test on hypotheses, different ages of demographic characteristic resulted in a statistically significant difference on purchase decision toward KFC at 0.05. For service quality factors, empathy and reliability affect the decision to purchase food at KFC: A case study of KFC Rangsit University branch.
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