ความพึงพอใจของผู้ใช้รถบรรทุกแบรนด์ Hino ต่อส่วนประสมการตลาดของศูนย์บริการบำรุงรักษา บริษัท เชียงแสงลำปางจำกัด

Abstract

The objective of this study was to examine the satisfaction of users of Hino brand trucks with the marketing mix factors affecting the service and maintenance centers of Chiangsang Lampang Company Limited. A sample of 331 participants was randomly selected using questionnaires as the data collection tool. The study employed statistical analysis techniques including frequency, percentage, mean, standard deviation, and IPA (Importance-Performance Analysis) Matrix.The findings revealed that the majority of the sample were male, aged between 41 and 50 years, and business owners who personally use the trucks for service. Overall, all marketing mix factors significantly influenced the service provision with highest mean scores in the physical attributes factor and perceived performance factor. The IPA Matrix analysis indicated that some factors were deemed important by the sample, but their perceived performance was low, suggesting a need for urgent improvement. These factors fell into Quadrants A (Concentrate Here) and included clear display of spare part prices, reasonable pricing aligned with service quality, convenient service center location, experienced and knowledgeable mechanics, clear notification and appointment processes, user-friendly service procedures, and clear service signage such as preand post-service points, payment area, customer waiting area, and restroom facilities.