ความพึงพอใจที่มีต่อส่วนประสมการตลาดของลูกค้าที่ใช้บริการห้างหุ้นส่วนจำกัดโตการไฟฟ้า

Abstract

The purpose of this study was to study customer expectation and satisfaction towards marketing mix of Tokanfaifah Limited Partnership. Samples of this study were specified to 261 customers of Tokanfaifah Limited Partnership. Questionnaires were used as the tool to collect data. The given data then analyzed by descriptive statistics, including frequency, percentage, mean and Importance-Performance Analysis: IPA The finding presented that most respondents were male, aged between 20-34 years old, marital status, they were business owners or self-employed. The highest level of education is bachelor's degree or equivalent. Their average monthly income was 5,000-15,000 Baht. The element of marketing mix which they had highest expectation with were Process, People, Product, Place and Price, respectively. After that the element of marketing mix which they had high expectation with were Physical Evident and Promotion, respectively. The element of marketing mix which they had high satisfaction with were Physical Evident, Place, Product, Process and Price, respectively. After that, the element of marketing mix which they had moderate satisfaction with were People and Promotion, respectively. According to the results of IPA analysis (Importance-Performance Analysis), elements found in Quadrant A (Concentrate Here), which is a factor that is very important to customer. But service providers are still unable to adequately meet the needs of customers. Therefore, it should be improved quickly. and develop first. There are a total of 8 sub-factors, including that the store has enough products to meet the demand, customers can negotiate prices, product prices can be flexible according to the quantity purchased, the staff who was knowledgeable on the certain product, understood the problems and was able to provide basic solutions, the number of staff is sufficient to provide services, the rapid service process from the beginning to the end, and lastly, providing advice on appropriate solutions.