ความพึงพอใจของนักท่องเที่ยวชาวไทยต่ออุตสาหกรรม การท่องเที่ยวในอำเภอหัวหิน จังหวัดประจวบคีรีขันธ์

Abstract

This independent study aimed at studying Members Satisfaction Towards Service Marketing Mix of Thai Otsuka Pharmaceutical Company Limited Saving and Credits Cooperative. Data were Cooperative ; then, all data obtained were analyzed by the use of descriptive statistic, consisting of frequency, percentage and mean ; and Importance-Performance Analysis. The findings showed that most member were female, who had age between 26- 35 years old, married, graduated of upper secondary school (Matayomsuksa 6 or Certificate of Vocational Education) income between 10,001- 20,000 baht per month. Almost all members were secondary members who had the age of working more than 11 years. They were share value not more than 30,000 baht, Deposit service 1,001- 5,000 baht per month, used loan service less than 30,000 baht per cycle, the age of membership between 2-5 years old. In the study found Service Marketing Mix total 7 factors were (1) Product factor (2) Price factor (3) Place factor (4) Promotion factor (5) People factor (6) Process factor (7) Physical Evidence factor that the factor that important to most members at the highest level was as following data Place factor, Process factor, Product factor, People factor, Price factor, Physical Evidence factor and Promotion factor. In the study found that the factor that satisfied to most customers at the highest level was as following data. For Price factor, Product factor, Process factor, People factor, Physical Evidence factor and Promotion factor. The analytical results on the Importance-Performance Analysis Model (IPA) found that there are sub-factors in Quadrant A, which should be improved urgently: In Product factor, aspects needed to be improved welfare for members. In People factor, aspect needed to be improved was the circulation of update information to member as done by the persons in charge of public relations.