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Abstract

This independent study aimed at exploring customer satisfaction towards service quality of V.N. Auto Body Company Limited, Chiang Mai Province. Data were collected from 340 customers of V.N. Auto Body Company Limited via questionnaires, which were gathered and then analyzed using descriptive statistics composing of frequency, percentage, and mean, as well as inferential statistics composing of paired t-test. The results of the study could be summarized as followed: Based upon the findings, most respondents were males, aged between 31-40 years old, married and graduated with High Vocational Certificates or Diplomas. Most of them worked for private companies, earning approximately 25,001 – 35,000 Baht per month. They used passenger cars for no more than 7 passengers such as Sedans. The most common brand they used was Toyota. They heard of V.N. Auto Body Company Limited from the referral of their insurance companies. In the past 12 months, they came to V.N. Auto Body Company Limited mostly for Body Paint Service. They usually came to V.N. Auto Body Company Limited 1 – 2 times per year, spending approximately 5,001 – 15,000 Baht for each visit. Their insurance companies played the most important role in their decision to select V.N. Auto Body Company Limited. And the most important reason for them to choose V.N. Auto Body Company Limited was the good reputation.

From the study of customer satisfaction towards service quality of V.N. Auto Body Company Limited, it was found that, overall, the respondents were delighted with the service quality. To be more specific, it was found that the respondents were delighted with Assurance and Reliability. In addition, they were satisfied with Empathy and Responsiveness. However, they were unsatisfied with Tangibles. For each service quality, the highest-averaged sub-factors were as followed: For Assurance, it was that the employees were knowledgeable in providing customers information regarding engine fixing, body fixing, body painting and other services. For Reliability, it was that the employees were honest and trustworthy with customers’ personal information. For Empathy, it was that the employees offered prompt and pleasant service in case of emergencies or complaints. For the Responsiveness, it was that the employees could deliver the customers’ car after business hours (after 5 PM) to any places designated by the customers such as their homes or their offices. And for Tangibles, it was that there were detailed and reliable documents for customers for the service.