ความพึงพอใจของผู้ใช้รถยนต์ต่อการบริการของสถานีบริการก๊าซปิโตรเลียมเหลว บริษัท เชียงใหม่ เค.เค.ปิโตรเลียม จำกัด

Abstract

This study aimed at examining car user satisfaction towards services of Chiang Mai K.K. Petroleum Company Limited Liquefied Petroleum Gas Station. Data were collected by the questionnaires distributed to 420 customers. Data obtained were analyzed by the descriptive statistics i.e. frequency, percentage, and mean. Hereafter were presented summary of the study. The findings showed that most customers were male in the age of 31-40 years old with Bachelor’s degree and self-employed. Their average monthly income was 30,001 baht or higher. The majority used personal car and were the owner of the car. Most of them resided in Mae Hia sub-district area. In addition, the findings revealed that most of them came to the studied gas station at 14.01-18.00 hrs. at once a week. In each time, they spent over 400 Baht in cash. The majority knew about the studied gas station and decided to take services from it by themselves. Normally, when they needed of the gas, they chose Chiang Mai K.K. Petroleum Company Limited Liquefied Petroleum Gas Station as the first choice. Besides gas up, most respondents took other services i.e. toilet service, pump up service, drinking service, and engine oil service. They took these additional services from the studied gas station because they trusted/were assured to its brand (PTT). Regarding the study on car user satisfaction towards services of Chiang Mai K.K. Petroleum Company Limited Liquefied Petroleum Gas Station, the results suggested that marketing mix factors affecting their satisfaction at the highest level were people and place factors. Product, process, and physical evidence factors respectively affected their satisfaction at high level; while promotion factor affected their satisfaction at moderate level. Hereafter were shown the top elements of each factor affecting the decision to take services from Chiang Mai K.K. Petroleum Company Limited Liquefied Petroleum Gas Station at the highest level. 1) In price factor, it was the cheap rate of product. 2) In place factor, it was the convenient location to access. 3) In people factor, they the cheerful staff who spoke to customers politely and the sufficient number of staff-in-charge. 4) In physical evidence factor, it was the cleanliness and the orderliness at the gas station.