การให้บริการอินเตอร์เน็ตของร้านค้าบริเวณถนนนิมมานเหมินทร์ อำเภอเมืองเชียงใหม่ จังหวัดเชียงใหม่

Abstract

This Independent Study entitled “The Provision of Internet Service Stores on Nimmanhemin Road, Mueang Chiang Mai District, Chiang Mai Province” has the objectives of investigating the selection and evaluation of the quality of Internet services and analyzing and comparing the data to identify different issues so that the results could be used for the strategic plan for Internet services in the future. The research population consisted of 60 Internet service stores on Nimmanhemin Road, most of which were located on Soi 9, Soi 11 and Soi 13. The stores had capacities to take a maximum of 40 clients and opted for the services of TOT 3BB and True Online respectively. In the recent 1-3 years, the speed was around 6-10 MB. Internet services were considered significant to the service quality of the stores. Most of the stores provided Internet services for approximately 3 years. Their main purposes were to satisfy the clients followed by for their own use. Some stores had conducted a data survey before deciding to have the Internet service, but some had not. The information they searched came from the Internet, TV, radio and people respectively. The data was compared and the decision was made afterward. However, some stores made the decision by themselves or had other people help them make the decision. The reasons for choosing the services was because of the good quality, inexpensive cost and reasonable or suitable investment. The Internet service providers could respond to their clients’ expectations, while the stores were satisfied with the service and would likely recommend it to other. providers could respond to their clients’ expectations, while the stores were satisfied with the service and would likely recommend it to other. The results of the quality assessment based on 5 categories of SERVQUAL showed that only one category ranked at a high level (3.60), which was the category about tangibles of the service while the rest were ranked at a moderate level. Analysis of the store size showed a statistical significance of the difference in terms of tangibles. The comparison of quality and duration of service a showed statistical significance of the difference in two categories: tangibles and reliability. A comparative analysis of the quality of the Internet service providers showed no difference in all aspects.