The objective of the research was to study the
satisfaction of consumers towards the services of Bata Shop, Big C Ratchadamri
Branch. The questionnaire technique was used to collect data. The accidental
sampling method was applied to select 325 participants. The data was analyzed
using descriptive statistics, including frequency, percentage and mean. According to the results, the majority of the
participants were female, single, aged between 31 - 40
years. Their education was at the bachelor’s degree level. Most of them were
casual workers/private company employees with a monthly income of 20,001-30,000
Baht. They were found to visit the shop once a month. Regarding the consumers’
satisfaction towards the services of Bata Shop, Big C Ratchadamri Branch, it
was found that the consumers were satisfied with products, prices, distribution
channels, marketing promotions, personnel, processes, and physical
characteristics at a high level. The participants had the most overall satisfaction
with the appropriate opening and closing hours (10:00 a.m. to 09:00 p.m.), the
cleanliness and lighting in the shop, and the greetings of employees. On the
other hand, they reported the lowest overall satisfaction with the membership
point collection and discount conditions, the communication of events and
promotions, and the color of product that met their needs.