ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของ ร้านโชควัฒนาฟาร์มาซี จังหวัดพะเยา

Abstract

This independent study aimed to explore customer satisfaction towards services marketing mix of Chokwatthana pharmacy, Phayao province. The data were compiled from 400 questionnaires distributed to customers of Chokwatthana pharmacy, Phayao province. The given data were then analyzed by using descriptive statistics consisted of a frequency, a percentage, and a mean. The research results were summarized as follows. It was found from the study that most respondents were female aging between 21 to 30 years old. Most of them were single, graduated with Bachelor’s Degrees or above, and worked as government officers. Their average income was 40,001 to 60,000 Baht per month. They usually visited Chokwatthana pharmacy, Phayao province, less than once in a month. They usually came to the store on a weekday during 2.01pm to 5.00pm. Most of them purchased medicine. Their average spending was 101 to 500 Baht per visit. They themselves were the ones with the most influence over the decision to purchase. Most of them knew about Chokwatthana pharmacy, Phayao province, by themselves or by seeing the store front. The reason for purchasing from Chokwatthana pharmacy, Phayao province, was because there was a pharmacist giving advice during service hours. They came back to purchase from Chokwatthana pharmacy, Phayao province, because they want more medicine. Regarding the importance level of the services marketing mix of Chokwatthana pharmacy, Phayao province, it was found that the importance level of the services marketing mix factors with the high significant levels were People, Product, Process, Place, Price and Physical Evidence; whereas the services marketing mix factors with the medium significant level was Promotion, respectively. According to the study, the customer satisfaction level towards services marketing mix of Chokwatthana pharmacy, Phayao province, it was found that the services marketing mix factors with the high significant level were Product, Process and People; while the services marketing mix factors with the medium significant level were Physical Evidence, Price, Promotion and Place, respectively.