ความพึงพอใจของผู้รับบริการที่มีต่อศูนย์บริการรถยนต์ในตำบลดอนจั่น จังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to study the satisfaction of customer to the automobile sales representative in the Don Jun District, Chiang Mai Province. The target group in this study was 140 customers who bought the automobile from Siam Nissan Chiang Mai Head Office (Don Jun). The research instruments was the satisfaction questionnaire which divided into 4 parts; customers’ general information, customers’ service using behaviors, customer satisfaction to the automobile sales representative in the Don Jun District, Chiang Mai Province, and the suggestion. The data was analyzed by using percentage, mean, and standard deviation and presented by table captions and comparison graph. The results of the study were concluded as follows: The customers were satisfied the automobile sales representative in the Don Jun District, Chiang Mai Province at high level. Considering minor satisfaction in descending found that the service factor, customers were satisfied at high level about the servers were throughout attention and sale serving at 4.21 of mean and 0.59 – 0.71 of standard deviation. The engine knowledge factor, customers were satisfied at high level about the servers could explain the instruction of automobile such as seat setting, gear, car checking at 4.01 of mean and 0.59 – 0.71 of standard deviation. After-sales service factor, customers were satisfied at high level about service speedy and action at 4.01 of mean and 0.61 – 0.69 of standard deviation.