CONTENTS
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TABLE OF CONTENTS
LIST OF TABLES
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LIST OF FIGURES
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ABBREVIATIONS
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Chapter - 1
Chapter - 2
INTRODUCTION
1.1 Rationale of the Study
2
1.2 Research Questions of the Study
4
1.3 Objectives of the Study
4
1.4 Scopes and Method of the Study
5
1.5 Organization of the Study
5
THEORECTICAL BACKGROUND
2.1 Concept of Customer Satisfaction
6
2.2 Concept of Customer Loyalty
7
2.3 Importance of Customer Satisfaction and Customer
9
Loyalty in the 21st Century
2.4 Affecting Factors on Customer Satisfaction
9
2.5 Background Theories
13
2.6 Previous Studies
14
2.7 Conceptual Framework of the Study
18
Working Definitions
REFERENCES
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LIST OF FIGURES
Figure No
Description
Figure (2.1) The Impact of Marketing Mix on Customer Satisfaction in
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Haidilao Hotpot
Figure (2.2) The Effect of Food Quality, Price Fairness, and Physical
16
Environment on Customer Satisfaction in Fast Food
Restaurant Industry
Figure (2.3) The Effect of Price and Product Quality towards Customer
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Satisfaction and Customer Loyalty on Madura Batik
Figure (2.4)
How Price, Promotion, Product Reliability, Brand Image,
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Health Concern, and Perceived Value on Customer Satisfaction
and Loyalty towards Tea Beverage in Bangkok
Figure (2.5)
Conceptual Framework of the Study
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