ความพึงพอใจของผู้เช่าแผงลอยต่อส่วนประสมการตลาดบริการของตลาดประตูก้อม จังหวัดเชียงใหม่

Abstract

This independent study aims to study tenant satisfaction towards service marketing mix of Pratukom market in Chiang Mai province as well as the importance level of service marketing mix factors towards tenant in Pratukom market, Chiang Mai. The extent of service marketing mix consists of product, price, place, promotion, people, process of service and physical evidence. The population used for this research is 128 tenants who rent stalls nearby market building and have a right to make a decision on making a contract of stall rental at Pratukom market, Chiang Mai. Questionnaires are used as the research tool to collect data from 128 tenants. The data is then analyzed by descriptive statistics, consisting of frequency, percentage, mean and standard deviation. The data is also compared the importance and satisfaction of tenants towards service of Pratukom market in Chiang Mai using IPA (Importance Performance Analysis) method. The study found that most of respondents were female; were in the ages more than 50 years old; earned an average monthly income of 10,001 – 20,000 baht; rented stalls for selling prepared/cooked foods, which is ready to eat without further preparation, as well as for selling desserts and beverages. They also rented the stalls having average width of 2.01 - 4.00 meters with more than 10 years of lease agreement term. The decision on stall rental was made by tenants themselves. An average rental fee was about 1,501 – 3,000 baht per month. Overall, the respondents rated for the importance of service marketing mix factors towards tenant in Pratukom market in Chiang Mai at high level. Factors with highest average importance level are place, physical evidence, product, price and process of service, respectively. Factors with moderate average importance level are people (staffs/employees giving service) and promotion, respectively. However, the respondents rated for satisfaction towards service marketing mix factors of Pratukom market in Chiang Mai at moderate level. Factors with high average satisfaction level are place, physical evidence, and product, respectively. Factors with moderate average satisfaction level are price, process of service, people (staffs/employees giving service) and promotion, respectively. According to IPA analysis, importance level and satisfaction level of each sub-factor at intersected coordinate (3.63, 3.39) showed that most of sub-factors were in Quadrant B, which means that service providers can respond well to factors which are rated by customers at high level.