คุณภาพบริการตามมุมมองของผู้ใช้บริการของห้างหุ้นส่วนจำกัด เชียงใหม่ วีวี แอร์ แอนด์ เซอร์วิส

Abstract

This independent study aims to focus on the service quality as perceived by Customers of Chiang Mai V.V. Air and Services Limited Partnership, by collecting the data from 120 customers. This study used a questionnaire as a tool, which consists of 5 dimensions of service quality: tangibles, reliability, responsiveness, assurance and empathy. Then analyze the data by using descriptive statistics such as frequency, percentage and mean, as well as reference statistic t-test and IPA (Importance-Performance Analysis) method. The results showed that most of the respondents in this study were male, aged between 36 - 45 years, marital status, and most of them work as employees of private companies, which have average income in the range of 15,000 - 30,000 baht. Moreover, the purpose of using the service is home use with a frequency of using the service twice a year. Furthermore, most users know Chiang Mai V.V. Air and Service Limited Partnership through word of mouth. The category of service use is mainly maintenance and maintenance work. Considering the responsiveness of service quality dimension had the highest mean of expectations at 4.36 and the highest mean of perception at 4.59. In contrast, the tangibility dimension had the lowest mean of expectations at 4.09 and the lowest mean of perception at 4.35 compared to the rest of the service quality dimensions. Additionally, the overall service quality perception mean was 4.50, which was higher than the average service quality expectation of 4.25. Furthermore, the difference between perception and expectation of service quality at 0.25 was statistically significant at the 0.05 level, where the empathy dimension had the highest mean difference in service quality at 0.3. After analyzed by using the mean of the intersection of the graph via IPA method, showed that there were 3 issue rank in the Quadrant A (Concentrate Here), which came from 2 dimension of service quality: The overall service quality in assurance dimension among both the enterprise and household users. Moreover, Employee behavior that makes customers have confidence in service. In this regard, the empathy dimension of the shop has to follow up with customers after every service. Therefore, Service providers should focus on improving the aforementioned topics to further improve service quality.