ความพึงพอใจของลูกค้าที่มีต่อคุณภาพการบริการของบริษัท โฮมมีคิช จำกัด

Abstract

This study aimed to determine customer satisfaction through the comparison of customer perception and expectation towards service quality of Homikitch Company Limited, the interior design and furniture manufacturing business. Population of this study included the customers of Homikitch Company Limited. The total of 190 samples, consisting of 100 Thais and 90 foreigners, were identified by the quota sampling method. Questionnaires were used as the tool to collect data. Data obtained were analyzed by the descriptive statistics i.e frequency, percentage, mean, and standard deviation. The inferential statistics i.e t-test for dependent samples was also applied to compare levels of customer perception and expectation towards service quality of Homikich Company Limited. Results of the study on general background of the samples presented that most of them were male, aged 30-40 years old, and earned monthly income in a range of 150,001-250,000 Baht. In a family, there were 4-6 members. They mostly ordered the kitchen furniture set with installation service within the budget of 100,001-300,000 Baht for a 5-15 square meter-kitchen of their private house. Results of the comparative study between levels of Thai customers’ expectation and their perception towards service quality of the studied company were presented as follows. In terms of responsiveness and assurance, levels of expectation and perception were differently observed at the .01 level of statistical significance: the level of perception was higher than the level of expectation. In terms of tangibles and reliability, level of perception was higher than the level of expectation at non-statistical significance level. In terms of attentiveness, level of expectation and level of perception were differently observed at the .01 level of statistical significance: the level of perception was lower than the level of expectation at the .01 level of statistical significance. Results of the comparative study between levels of foreign customers’ expectation and their perception towards service quality of the studied company were presented that levels of expectation and perception in all service quality approaches i.e tangibles, reliability, responsiveness, assurance, and attentiveness were differently observed at the .01 level of statistical significance: the level of perception was higher than the level of expectation.