ความพึงพอใจของลูกค้าที่มีต่อส่วนประสมการตลาดบริการ ของร้านอาหารแพศรีวิชัยอำเภอนครชัยศรี จังหวัดนครปฐม

Abstract

The purpose of this independent study was to study Customer Satisfaction Towards Service Marketing Mix Factors of Pae Srivichai Restaurant, Amphoe Nakon Chai Si, Changwat Nakhon Pathom. Questionnaires were used as the tool to collect data from 200 customers who dined at Pae srivichai Restaurant, Amphoe Nakornchaisri, Nakornphathom Province, by quota sampling method. The samples was divided into 2 groups, 100 samples were customer who dined at Pae Srivichai Restaurant less than once a month and 100 samples were customers who dined at Pae Srivichai Restaurant. The data were analyzed by using frequency, percentage and mean. The results indicated that most respondents were female aged between 31-40 years old, with Bachelor’s degree. They live in Bangkok. They were mostly private company employees earning average monthly income at the amount of 10,001-30,000 Baht. They took service on holiday during 6.01 p.m. – 9.00 p.m. They knew Pae Srivichai Restaurant by introducing. The respondents went to Pae Srivichai Restaurant as a group of 1-5 people. They took order by reading from the menu, spent between 1,001-2,000 Baht. It was found that the respondents paid the first on sub factors of all service marketing mix factors were as follows. In product factor, the highest important was for the clean food, In price factors, the highest importance was for the appropriateness of quality and price. In place factor, the highest importance was for the adequacy of the tables and the customers. In promotion factor, the highest importance was for the price reduction. In people factor, the attendants gave correct service. In process factor, the cashiers worked correctly and quickly. In physical evidence factor, the toilets were clean. All service marketing mix factors that the respondents ranked their satisfaction at the first level were shown hereafter. In product factor, the highest satisfaction was the clean food. In price factor, the highest satisfaction was for the clear price description. In place factor, the highest satisfaction was for the convenient parking at the restaurant. In promotion factor, the highest satisfaction was for the food guidance by service staffs. In people factor, the staffs worked correctly. In process factor, the highest satisfaction was the appropriateness of setting the table. In physical evidence factor The highest satisfaction was the good ventilation system. According to the Importance-Performance Analysis : IPA, the findings presented that sub-factors, as found in Quadrant A : the sub-factors that were urgently needed to get improved, were the interior decoration, the cleanliness of the restaurant, the clearity of fascia for seeing, the standard of the work system, caring service staffs, the rapidness in service, the appropriateness of the service time and the enthusiasm of staff to serve customers, respectively. These mentioned sub-factors were found in Physical Evidence factor. According to the Importance-Performance Analysis : IPA, the results of the study were classified according to the customers who dined at Pae Srivichai Restaurant less than once a month. The finding presented that sub-factors, as found in Quadrant A : the sub-factors that were urgently needed to get improved, were the clearity of fascia for seeing, the interior decoration, the safety, the rapidness in service, the standard of the work system, and the greeting and welcoming guests, respectively. These mentioned sub-factors were found in Physical Evidence and Process factors. According to the Important-Performance Analysis : IPA, the results of the study were classified according to the customers who dined at Pae Srivichai Restaurant once a month. The findings presented that sub-factors, as found in Quadrant A : the sub-factors that were urgently needed to get improved, were the cleanliness of the restaurant, the good personality of staffs, the standard of the work system, caring service staffs, giving coupons to the customers, the enthusiasm of staff to serve customers, the reduction in the price and the rapidness in service, respectively. These mention sub-factors were found in people factor.