ความพึงพอใจของผู้ใช้บริการสินเชื่อเช่าซื้อรถจักรยานยนต์ของห้างหุ้นส่วนจำกัดเล็กพาณิชย์ (9999) จังหวัดเชียงใหม่

Abstract

This independent study aimed to explore customer satisfaction towards hire purchase services on motorcycles of Lekphanich (9999) Limited Partnership, Chiang Mai Province. The data were gathered from 300 questionnaires distributed to customers who used hire purchase services when purchasing motorcycles from this establishment. The given data were then analyzed by using descriptive statistics consisted of a frequency, a percentage, a mean and independent t-test. The research results were summarized as follows. Based on the findings, the majority of the respondents were married, male customers aged between 31 and 40. Their highest level of education was below a high school diploma. Their occupation was in agriculture and craftsmanship with an average monthly income ranged between 15,001 and 20,000 baht. Their approved credit line for hire purchases on motorcycles with Lekphanich (9999) Limited Partnership was between 15,001 and 20,000 baht. The number of motorcycles they already owned was one while the number of motorcycles purchased from Lekphanich (9999) Limited Partnership, Chiang Mai Province was 2. Their reason for purchasing motorcycles with Lekphanich (9999) Limited Partnership was for their own personal use. There were 36 installment payments on their motorcycle leasing agreement with Lekphanich (9999) Limited Partnership. These customers had financed their motorcycle purchases through Lekphanich (9999) Limited Partnership before. Besides this company, they had financed their similar purchases through Niyom Phanich Limited in Chiang Mai Province. Recommendations from their relatives and friends played an important role as a main source of information regarding Lekphanich (9999) Limited Partnership, Chiang Mai. Their purchase decision on motorcycles with this company was solely made by them as they were not externally influenced by others. The reason they chose to purchase motorcycles from this company was because of its long reputation and its reliability. Customers also stated that they would return to use the same services from this company in the future. They would definitely recommend this company to their friends and family. According to the study, customer satisfaction towards services marketing mix on motorcycle hire purchases at Lekphanich (9999) Limited Partnership, Chiang Mai Province at a high level was Price and Product. The services marketing mix factors affecting customer satisfaction at a medium level were Place, Promotion, People, Process, and Physical Evidence respectively. The sub factors for services marketing mix affecting satisfaction of customers at Lekphanich (9999) Limited Partnership, Chiang Mai Province with the highest average were as followed. For Price, the highest average was for the reasonable interest rate comparing to other financial service companies. For Product, the highest average was for the long reputation and the reliability of the company. For Place, the highest average was for the accessibility of the location by the customers to obtain the services. For Promotion, the highest average was for the promotional gifts given to customers during festivals such as during a New Year’s festival and when the company had their booths at the fairs. For People, the highest average was for the human relation skill the finance department staff used to interact with customers. For Process, the highest average was for the appropriate amount of documents required to determine customers’ creditworthiness for hire purchases. For Physical Evidence, the highest average was for the pleasant atmosphere of the building and the service area. Both the interior and the exterior of the building painted with cooler color tones created a more welcoming environment for customers. As a result of independent t-test, there was a 0.05 significant difference in three sub factors for new customers and recent customers. Those sub factors were the ability to provide the model that suit customer need, displaying latest motorcycle models in the showroom regularly, and the skillful of leasing staffs.