Customer Behavior and Satisfaction Towards Services of Amulet Entrepreneurs in Amulet Market, Takhi District, Nakhon Sawan Province

Abstract

          This research aims to: Study customer behavior in the amulet market. Examine the level of customer satisfaction with the services provided by amulet business operators in the amulet market. Investigate the relationship between personal factors and customer behavior in the amulet market. Compare the level of customer satisfaction with the services provided by amulet business operators in the amulet market in Takli District, Nakhon Sawan Province, classified by personal factors. The sample consisted of 385 respondents. The research instrument was a questionnaire, with an Index of Item-Objective Congruence (IOC) of 0.983 and an overall reliability coefficient of 0.950. The data were analyzed using frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, and pairwise comparison methods when differences between two groups were found.

           The research findings indicated that the majority of customers used the service 7-8 times per month, mainly for renting amulets and sacred objects. The reason for choosing the service was the comprehensive range of amulet-related services. The individual influencing the decision to use the service was the customers themselves, with the peak usage time being between 12:01 PM and 2:00 PM. The average expenditure per visit was over 6,000 Baht, and the primary source of information was internet advertising. Overall, customer satisfaction with the services provided by amulet business operators in the amulet market in Takli District, Nakhon Sawan Province, was high. The hypothesis testing results showed that personal factors such as gender, age, education level, occupation, monthly income, and experience with amulets were significantly related to customer behavior in the amulet market in Takli District, Nakhon Sawan Province. For customer satisfaction with the services provided by amulet business operators, differences in gender, occupation, income, and experience with amulets resulted in significantly different levels of satisfaction at the 0.05 significance level. However, customers of different ages and education levels did not show significant differences in satisfaction with the services.