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: 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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