ความพึงพอใจของผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อส่วนประสมการตลาดของน้ำมันแก๊สโซฮอล์ อี85

Abstract

This independent study aimed to examine levels of importance and satisfaction of customers in Amphoe Mueang Chiang Mai towards marketing mix of gasohol E85. Questionnaires were used to collect data from 300 consumers in Amphoe Mueang Chiang Mai who used gasohol E85 within a month. Hereafter were shown the summary. The majority of respondents were male in the age of 31-40 years old and single. Their monthly income was 15,001-20,000 Baht and education background was bachelor’s degree. They worked as private company employee and used the car, of which the engine was modified and equipped with ECU device to support the use of gasohol E85. They used 1,501-1,800 CC personal sedan, fueling up with gasohol E85, with less than 3 years of engine life. In general, they fueled their cars with gasohol E85 during weekday (Monday-Friday) at the average frequency of 2-5 times per month. In each time, they spent 1,001-1,500 Baht for gasohol E85 and paid in cash. They frequently took gasohol E85 service from Bangchak Gas Station with the reason of its convenient location where was near their residence. The studied results on the satisfaction of customers in Amphoe Mueang Chiang Mai towards marketing mix of gasohol E85, according to the Importance-Performance Analysis (IPA), presented that there was 1 element out of the total of 25 elements ranked in Quadrant A (the service attributes that had high level of importance; but low level of satisfaction). That element was from product factor. In order to increase customer’s satisfaction, that element was needed urgent improvement as it was important to the customers in Amphoe Mueang Chiang Mai; but without sufficient response. There were 14 elements: 11 elements from product factor and 3 elements from price factor ranked in Quadrant B (the service attributes that had high level of importance and high level of satisfaction). There were 8 elements: 2 elements from place factor and 6 elements from promotion factor ranked in Quadrant C (the service attributes that had low level of importance and low level of satisfaction). There were 2 elements from place factor ranked in Quadrant D (the service attributes that had low level of importance; but high level of satisfaction). The studied results on the satisfaction of customers in Amphoe Mueang Chiang Mai who were classified in a group of customer with personal car being modified and equipped with ECU device to support the use of gasohol E85, according to the Importance-Performance Analysis (IPA), presented that there was 1 element out of the total of 25 elements ranked in Quadrant A (the service attributes that had high level of importance; but low level of satisfaction). That element was from product factor. There were 15 elements: 11 elements from product factor, 3 elements from price factor, and 1 element from place factor ranked in Quadrant B (the service attributes that had high level of importance and high level of satisfaction). There were 8 elements: 2 elements from place factor and 6 elements from promotion factor ranked in Quadrant C (the service attributes that had low level of importance and low level of satisfaction). There was 1 element from place factor ranked in Quadrant D (the service attributes that had low level of importance; but high level of satisfaction). The studied results on the satisfaction of customers in Amphoe Mueang Chiang Mai who were classified in a group of customer with personal car being designed for the use of gasohol E85, according to the Importance-Performance Analysis (IPA), presented that none of 25 elements ranked in Quadrant A (the service attributes that had high level of importance; but low level of satisfaction). There were 13 elements: 10 elements from product factor, 3 elements from price factor, and 1 element from place factor ranked in Quadrant B (the service attributes that had high level of importance and high level of satisfaction). There were 9 elements: 3 elements from place factor and 6 elements from promotion factor ranked in Quadrant C (the service attributes that had low level of importance and low level of satisfaction). There were 3 elements: 2 elements from product factor and 1 element from place factor ranked in Quadrant D (the service attributes that had low level of importance; but high level of satisfaction).