ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของบริษัทเชียงใหม่ดีเซล จำกัด

Abstract

This independent study aimed at exploring customer satisfaction towards service marketing mix of Chiang Mai Diesel Company Limited. Data collection was compiled from the distribution of questionnaires to 352 customers of Chiang Mai Diesel Company Limited. The given data were then analyzed by applying descriptive statistics composing of frequency distribution, percentage measurement, and mean calculation. Based upon the findings, majority of participants were married males aging between 31 - 40 years old with qualifications below Bachelor’s degree. Such participants were business owners with monthly income of 10,000 – 20,000 baht. Participants are aware about Chiang Mai Diesel Company Limited from friends or colleagues. The frequency of service usage were 2-5 times. The service obtained from Chiang Mai Diesel Company Limited was Diesel Injector repair. Participants obtained such service at Chiang Mai Diesel Company Limited during weekdays (Monday – Friday). Participants spent approximately 5,000 – 10,000 Baht on each visit. The main reason participants chose Chiang Mai Diesel Company Limited was the specialized skill in workmanship. According to the study, the service marketing mix factors, which customers obtained high satisfaction were process, place, people, product, physical evidence, and price respectively. The service marketing mix factor, which customers obtained medium satisfaction with was promotion. The sub-factors that were ranked at the highest ranking for each service marketing mix were as followed. In terms of product, the reputation in reparing diesel injection pump, injector and turbocharger ranked the highest. In terms of price, accurate appraisement ranked the highest. In terms of place, distribution channel convenience ranked the highest. In terms of promotion, detailed service description billboard ranked the highest. In terms of people, mechanics’ knowledge and skills ranked the highest. In terms of process, the use appropriate equipment ranked the highest. In terms of physical evidence, high technology machinery and equipment ranked the highest.