ความพึงพอใจของผู้ใช้ไฟฟ้าต่อส่วนประสมการตลาดบริการ ของการไฟฟ้าส่วนภูมิภาคอำเภอพร้าว จังหวัดเชียงใหม่

Abstract

The purposes of this independent study were to study the customer satisfaction towards services marketing mix of Provincial Electricity Authority Phrao District, Chiang Mai Province, Using a sample of 376 people who has households in Phrao District. This independent study uses questionnaires for collecting data, and descriptive statistics consisting of frequency, percentage, mean and critical analysis and satisfaction for analyzing data. The study found that the most respondents were female, aged 41-50 years, householder status. The education levels of the most respondents were primary school degree, use meter 5 amp, working as famers with monthly income of the family was not exceeded 10,000 Baht and their electricity bill was not exceed 500 Bath a month. According to the study regarding the service marketing mix factors, found that overall factors that need attention include product factor (Sub-factor corrected power outages in service 24 hours a day) and people factor (Sub-factors staff has the expertise to solve power outages, staff can solve the power outages problem quickly, the front desk staff answer questions and explain clearly, staff can explain the extreme electricity bill and solve the problem, and spot bill agent has a thoroughness of the work.) The factors related to importance and satisfied with the products and service are place factor and the physical evidence factor. The factor is not to focus too much are price factor and promotion factor.