ความพึงพอใจของผู้ใช้บริการชาวไทยที่มีต่อส่วนประสมการตลาดบริการของโรงแรมบ้านก๋งชัย จังหวัดระยอง

Abstract

This study aimed to investigate satisfaction and problem of Thai customers towards services of Baan Kong Chai Hotel, Rayong province. Data were gathered from the sample group, which was specified to 368 Thai customers of Baan Kong Chai Hotel, Rayong province. Questionnaires were used as the tool to collect data. Data were analyzed by the use of statistics, including frequency, percentage, and means and test concerning a difference between means of expectation and service perception. Hereafter were shown the studied results. Most customers were female, aged of 30-39 years old, married/domestic partnership, graduated in bachelor’s degree, worked as officer/employee of private company, earned average monthly income at the amount of 20,001-30,000 Baht and resided in the western region. The results of the study on importance and satisfaction of the customers towards 7 factors presented as follows. (1) In product or service factor, the customers paid an importance on full facilities in the room such as refrigerator, air conditioner, water heater, and etc. and satisfied with variety of food. (2) In price factor, the customers paid an importance on room rate, in which breakfast was included and satisfied with reasonable price. (3) In place factor, the customers paid an importance on hotel location where situated near tourist spots and on beachside and satisfied with convenient location for transportation. (4) In promotion factor, the customers paid an importance on and satisfied with advertisement on Internet. (5) In people factor, the customers paid an importance on staff who was polite and friendly and satisfied with staff who was polite and friendly as well as sufficient numbers of staff to serve customers. (6) In process factor, the customers paid an importance on accurate and prompt service as needed and satisfied with rapid check-in and check-out processes. (7) In physical evidence and presentation, the customers paid an importance on convenient and safe parking space and satisfied with cleanliness of restroom. The comparative analysis between level of importance and level of satisfaction as done by the IPA (Importance-Performance Analysis model) showed elements that needed to be improved urgently as follows. In product factor, there were 3 elements to be urgently improved: (1) appropriate room size (2) variety of room characters and types and (3) full facilities in the room such as refrigerator, air conditioner, water heater, and etc. In physical environment factor, there were 2 elements to be urgently improved: (1) convenient and safe parking space and (2) brightness inside the room. In promotion factor, there was one element to be urgently improved: availability of special promotion package such as discount.