ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของโรงกลึงตี๋สัมพันธ์การช่าง จังหวัดพิษณุโลก

Abstract

This independent study aimed to examine customer satisfaction towards services marketing mix of Tisampankanchang Machine Shop, Phitsanulok province. Data were collected by the distribution of questionnaires to 270 samples in according to the Quota Sampling method. Data analysis was, then, done by the use of descriptive statistics, consisting of frequency, percentage and mean. According to the study on general information of respondents, the findings presented that most of them were male in the age of 31-40 years old with high school or vocation certificate level of education and resided in Mueang Phitsanulok district. They earned monthly income at the amount of 10,001-20,000 Baht in average and mostly worked as agriculturalist. In general, they owned the power to make decision to receive services from the studied shop. They learned about services of Tisampankanchang Machine Shop, Phitsanulok province through viral marketing. In a year, the frequency in receiving services from the mentioned shop was 6-10 times. They had been the customer of the shop for 1 – 3 years with the reason of its convenient location where located near their accommodation or workplace. They frequently came to the shop for lathe works and spent about 1,001-5,000 Baht in each time.

The findings on customer satisfaction towards services marketing mix of Tisampankanchange Machine Shop, Phitsanulok province presented that all following factors were respectively ranked at impressive level of satisfaction: place, promotion, process, price, product, people and physical evidence. Hereafter were in orderly shown the top five sub-services marketing mix factors influencing the decision making of customers: skill of mechanic, availability of telephone correspondence, accurate financial statement, visible and explicit sign of the shop, and polite and friendly welcome of staff.