Quality factors that influence satisfaction of the football association of Thailand under patronage of his majesty the king facebook fanpage followers

Abstract

The study aims to explore how the different quality dimensions affect the social media users’ satisfaction and to study quality factors that influence user satisfaction of FA Thailand Facebook fan page followers. The research was designed as quantitative study. Non-Probability Sampling (Accidental or Haphazard Sampling) was used in this study. The sample of this research is 400 who were FA Thailand Facebook fan page follower. The majority of them were male, which accounted for 332 persons and 68 respondents were female. We used a web survey tool and online surveys were created as web forms with a database to store the answers and statistical software to provide analytics. Most respondents for 196 of them were between 26 – 33 years old. The results showed that the service quality of FA Thailand Facebook fan page was perceived as “Agree” (X̄ = 3.59), the information quality of FA Thailand Facebook fan page was perceived as “general” (X̄ = 3.40) and the system quality of FA Thailand Facebook fan page was perceived as “general” (X̄ = 3.42). The results showed that information quality has the strongest influence on user satisfaction toward the use of FA Thailand Facebook fan page, followed by service quality and system quality respectively, with statistical significance at the level of 0.05.