ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของ บริษัทเทพมงคลเมล็ดพันธุ์ จำกัด อำเภอพยัคฆภูมิพิสัย จังหวัดมหาสารคาม

Abstract

This Independent Study aimed to study customer satisfaction for Service Marketing Mix of Thepmongkol Seed Co., Ltd., Phayakkhaphum Phisai District. Maha Sarakham Province. By using the Service Marketing Mix concept which consisting of Product and Services, Price, Place or distribution channels, Promotion, People, Process and Physical Evident. The data was collected from 220 customers of Thepmongkol Seed Co., Ltd. and analyzed by using Descriptive Statistics. The study found that most of the respondents were male, aged 41 – 45 years old and graduated in bachelor degree level. The position level in the business organization were plantation owners or small farmers who were not members of any agricultural group and other private business owners who were not affiliated with agriculture. Current, monthly income was between 15,001 - 30,000 baht and had a main role in making decision of seeds purchase. Most of the respondents information about the cooperation or organization was domiciled in the Northeast. Mostly were farmers and use the seeds for themselves. The investment in each production cycle was 7,000 – 10,000 baht . There were 3-4 crop cycles per year. No registered capital of the business . The budget for purchasing seeds per year by cooperation or organization was 2,000 – 10,000 baht. The respondents were satisfied with the Service Marketing Mix. Overall, all aspects at the highest level which were People, followed by Product and Services, Place or distribution channels, Physical Evident, Process, Price and Promotion, respectively. Customer satisfaction with the Service Marketing Mix in Product and Services aspect with the highest average of the top 3 were, the seeds were up to standard and quality, for example, the standardized yield not mutate and had a germination rate of not less than 90 percent, followed by a variety of species to choose from / provided advice on different types of seeds according to customer needs / The company had been certified for Thai Agricultural standard TAS 9001 - 2013 and the Certification of Quality Management System Standard for Good Agricultural Practices for food crops ( GAP Crops) B.E. 2555 , which can build a great credibility for customers. Customer satisfaction with the Service Marketing Mix in Price aspect with the highest average top 3 were, the price of seeds being stable according to the contract/agreement, followed by that the price was reasonable for the quality and the special discounts were offered when purchase with cash, respectively. Customer satisfaction with the Service Marketing Mix in Place or distribution channels aspect with the highest averages top 3 were, the products were distributed correctly according to the order, followed by the accuracy of seed delivery according to the order and the customer received the products on schedule / on time, respectively. Customer satisfaction with the Service Marketing Mix in Promotion aspect with highest average of the top 3 were, the varieties channels to notify new products and prices of seeds to customers by using phone, line application, favorite page, email and website, followed by free technical training programs for those selected in the "Kaset Tai, not poor" project, and the publicized about the timing of planting plans according to different seasons, respectively Customer satisfaction with the Service Marketing Mix in People aspect with the highest average top 3 were, the politeness and friendliness of the staff, followed by the honesty and sincerity of the staff and staff can provide clear answer to customer’s questions, respectively. Customer satisfaction with the Service Marketing Mix in Process aspect with the highest averages top 3 were, the instructions that provided for customers to understand the order processing well, followed by the suggestion to join the "Kaset Tai, not poor" project, assisted the customers from filling application, selecting process and attending the training in the project. And site visits to help solve various problems for customers, respectively. Customer satisfaction with the Service Marketing Mix in Physical Evident aspect with the highest averages top 3 were, the unique of the nameplate, logo and brand of the Company, followed by the cultivation area, experimental plot, and study tour for farmers and interested parties, and the company had decorated and set up a place for cusmers to learn from the real atmosphere of the farm used for cultivation. / There were equipments and appliances in cultivation for interested customer to learn and practice, respectively.