Causal Model, Expectations and behaviors that Affect the Satisfaction of Using the Services of the National Science Museum Organization, Chiang Mai, Thailand

Abstract

This research examined the causal model, expectations, and behaviors that affect the satisfaction with the services of the National Science Museum Organization (NSMO), Chiang Mai, Thailand and analyzed the causal factors that affect the satisfaction with the services of NSMO. The population included the onsite and online NSMO service users. Data collection used a questionnaire. Following statistical analysis, results indicated that expectations have a significant positive effect on service users’ behaviors and a significant positive effect on satisfaction with service use. Moreover, the behaviors of service users do not have a significant positive effect on the satisfaction of using the services. Additionally, analysis of direct, indirect, and total effects indicated that satisfaction with service use is directly affected by expectations, and the behaviors of service users are directly affected by expectations, whereas satisfaction with the services is not directly affected by service users’ behaviors nor indirectly affected by expectations.