ความพึงพอใจของผู้ประกอบการในจังหวัดเชียงใหม่ต่อส่วนประสมการตลาดบริการของอีมอลของบริษัทตลาดดอทคอมจำกัด

Abstract

This independent study aimed at investigating satisfaction of entrepreneurs in Chiang Mai province towards Services Marketing Mix of E-Mall of Tarad Dot Com Company Limited. The findings revealed that respondents were female in the age of 31-40 years old with Bachelor’s degree and launched online shop as their part-time job. They were business owner/entrepreneur, of which the amounts of circulation were found at lesser than 10,000 THB and over than 100,001 THB. Their business was classified in the lifestyle category. Their membership had been activated for 2 years and their shop had not been registered for the electronic commercial registration. The objective of attaching their shop to the online shopping website was to expand its distribution channel. They had launched only one online shop. Beyond promoting their shop through www.tarad.com, they had done it on www.facebook.com. Based upon the IPA analysis on service marketing mix, the results presented that the factors of product and service process were classified in Quadrant B, the factors of place, promotion and physical evidence were classified in Quadrant C and the factor of price was classified in Quadrant D. In the meanwhile, the people factor, especially for privacy and individual service aspects, was classified in Quadrant A – denoting the service attributes that were important to customers; but did not respond to them adequately. Consequently, Tarad Dot Com Company Limited needed to urgently perform improvement to this factor. Hereafter were shown the elements being classified in Quadrant A. In an aspect of ready online shopping website, the elements included having practical website functions as needed and being flexible to any adjustment according to customer need. In an aspect service provider, the elements included having understandable manual, circulating news to users via email message, and offering free-trail of ready online shopping webpage. In an aspect of people, the elements included having skillful staff to provide the online shopping service, being offered accurate services by its staff, being suggested for the selection of right package from its staff and having sufficient numbers of staff to serve customers. The elements also included the convenience and rapidness in making contact to officer and service provider, the single standard service being offered to all customers, the improvement of after-sales services being done at all times, the anti-virus and firewall security systems, the announcement of privacy policy to customers, the record of customer usage in each website, the appropriate function and facilities being provided to customers in each package, and the availability to be in contact with service provider when the assistance was needed at 24-hours.