ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของ เค.ที. เพลส จังหวัดเชียงใหม่

Abstract

This study aimed to examine customer satisfaction towards services marketing mix of K.T. Place, Chiang Mai province. Questionnaires were used as the tool to collect data from population of 95 student customers of K.T. Place as the studied population. Data obtained were analyzed by the use of descriptive statistics and inference, including frequency, percentage and mean. Summary of the study was presented as follows. The findings revealed that most respondents were male in the age of 23-25 years old. They were studying in areas of Humanities and Social Sciences. They were from the Faculty of Humanities, Faculty of Architecture, Faculty of Education, Faculty of Social Sciences, Faculty of Fine Arts, Faculty of Business Administration, Faculty of Economics, Faculty of Mass Communication, Faculty of Political Sciences and Public Administration and Faculty of Law. They were the 3rd year students and got monthly allowance (excluding room rental allowance) at the amount of 4,001 – 5,000 Baht. They had stayed there for over 6 months. Number of person sharing the room with them was 2 – 3 persons and the room rate was 2,001 – 3,500 Baht. They rented an air-conditioning room equipped with electric appliances. Person influencing their decision to rent a room at K.T. Place, Chiang Mai province the most was the respondents themselves. Source of information where they learned about K.T. Place, Chiang Mai province from was also referred to the respondents themselves. The results of the study on level of customer satisfaction towards services marketing mix of K.T. Place, Chiang Mai province presented hereafter. The customers ranked their satisfaction at high level towards the marketing mix factors namely place, product, people and physical evidence and presentation. In the meanwhile, the customers ranked their satisfaction at moderate level towards the marketing mix factors namely service process, price and promotion, respectively. Hereafter were shown the sub-factors that were ranked at the highest level of satisfaction. In place factor, the highest level of satisfaction was the convenient location of T.K. Place for transportation. In product factor, the highest level of satisfaction was the fame and being well-known of K.T. Place. In people factor, the highest level of satisfaction was the staff who provided services to all customers equally. In physical evidence and presentation factor, the highest level of satisfaction was the sign of K.T. Place was prominent for eye-catching. In service process, the highest level of satisfaction was the invoice system. In price factor, the highest level of satisfaction was the deposit of damage insurance, costing at the same amoutn of room rental rate for a month. In promotion factor, the highest level of satisfaction was the establishment of good relation between K.T. Place and its residents through activities.