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The research aimed to study and compare the factors which affected the satisfaction in the service of Thailand radio station in Ubon Ratchathani Province as classified by the 171 service recipients samples who were both business and public sectors. The research instrument was a questionnaire. Statistics used in data analysis were percentage, mean, standard deviation, multiple regression analysis and t-test.
According to the stepwise multiple regression analysis, the research found that care and attention, cost, and success in satisfaction of the needs could predict the satisfaction in the service by 42% (R2adj = .42) at the significance of .01. With the types of the service users compared, it was found that the users who were government officials, personnel of the business sector and the public gave a different priority to cost, and success at a statistical difference of .05 significance. No difference was found in the issue of care and attention.
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