Innovation factors and customer relationship management factors that Affected Users Satisfaction of The Provincial Electricity Authority of Suphan Buri Province

Abstract

              The objectives of this research were to study 1) the opinion level of innovation factor and customer relationship management factor, 2) users’satisfaction towards the Provincial Electricity Authority, Suphan Buri province, and 3) the relationship between innovation factor, customer relationship management factor and users’ satisfaction of the Provincial Electricity Authority, Suphan Buri province. The sample size consisted of 400 users of the Provincial Electricity Authority in Suphan Buri province to whom were being selected based on accidental sampling. The research instrument was questionnaires. The statistics used for analysis were frequency, percentage, mean, standard deviation, and multiple regression. The research results showed that the overall opinion level of innovation factor, customer relationship management factor, and users’ satisfaction were at the high level. The hypothesis testing found that innovation factors on product innovation, process innovation, and service innovation affect users’ satisfaction of the Provincial Electricity Authority in Suphan Buri province at a predictive power of 52.40  percent, and customer relationship management factor consisting of corporate vision, technology, information, and personnel aspects affect users’ satisfaction of the Provincial Electricity Authority in Suphan Buri province at a predictive power of 64.00 percent with a statistical significant level at 0.05.