ความพึงพอใจของอาสาสมัครชาวต่างชาติต่อส่วนประสมการตลาดบริการที่ห้างหุ้นส่วนจำกัด เอลลิแฟนท์ เนเจอร์ปาร์ค จังหวัดเชียงใหม่

Abstract

A study of satisfaction of foreign volunteers towards service marketing mix of Elephant Nature Park Limited Partnership, Chiang Mai Province. This study aimed to study the foreign volunteers' satisfaction with the service marketing mix at Elephant Nature Park in Chiang Mai Province. This study utilized the 7P’s service marketing mix framework, which includes product, price, place, promotion, people, process, and physical evidence. The sample group is 227 foreign volunteers who will provide services at Elephant Nature Park, Mae Taeng District, Chiang Mai Province in the Weekly Volunteer program. By analyzing descriptive statistics including frequency, percentage, mean, and using IPA (Importance-Performance Analysis: IPA). The results of the study found that most foreign volunteers are female, between 18 - 25 years old, and are students from the United Kingdom. Most have a high school education or equivalent and a monthly income not exceeding 3,000 USD. They are typically first-time participants who learned about Elephant Nature Park through word-of-mouth recommendations. They participate in the service with friends and apply for a volunteer program through your travel agencies. Their primary motivations for joining include gaining new experiences and will recommend Elephant Nature Park's Weekly Volunteer program to others. The study results found that foreign volunteers had high expectation and satisfaction with the overall marketing mix of services. By using the Importance-Performance Analysis (IPA) technique, it showed that the average the level of expectation and satisfaction with the service marketing mix after joining the program had an average expectation level of 4.17, which was at a high level, and an average satisfaction level of 4.31, which was at a high level. Most of the factors are in Quadrant B, indicating that the provider can effectively meet volunteer expectations in highly anticipated program areas, including product, people, and physical evidence. However, Quadrant C means program is low quality or does not meet volunteer expectations, allowing the provider to postpone improvement efforts, including price, promotion, and process. In addition, the factor that requires attention due to its high expectation but low satisfaction (Quadrant A) is place.