ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของภัตตาคารเจี่ยท้งเฮง จังหวัดเชียงใหม่

Abstract

This study aimed to examine customer satisfaction towards services marketing mix of Jiatongheng restaurant, Chiang Mai province. Data was collected by the distribution of questionnaires to 400 customers of the studied restaurant. The data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. Hereafter were shown the summary of studied results. The findings presented that most respondents were female in the age of 31-40 years old and married. They carried bachelor’s degree as the highest level of education and were self-employed. They earned an average of monthly income at 40,001-60,000 Baht. They mostly took services from Fah Haam branch of Jiatongheng restaurant at the frequency of once a week on Monday – Friday during 18.01-22.00 hrs. They usually dinned in the restaurant and spent 1-2 hours there. Person recommending them and influencing their decision making to take a meal at the studied restaurant was mostly their family members. In each time, they dinned in at the studied restaurant with 4-6 people and ordered their favorite menu in fried dishes. They spent around 1,000-2,000 Baht in each time of having a meal at Jiatongheng restaurant. Occasion in visiting the studied restaurant was uncertain. Source of information where they learned about the studied restaurant was the recommendation from family members or relatives. Reason of using services at Jiatongheng restaurant was its good taste. According to the study on level of importance of service marketing mix of Jiatongheng restaurant, Chiang Mai province, the results suggested that the customers rated all following factors at high level of importance: product, service process, price, physical evidence and presentation, promotion, people, and place, respectively. According to the study on customer satisfactions towards service marketing mix of Jiatongheng restaurant, Chiang Mai province, the results suggested that the customers rated factors namely price, products and physical evidence at high level of satisfaction. In the meanwhile factors namely people, service process, place, and promotion were rated at moderate level of satisfaction. According to the IPA (Importance-Performance Analysis Model) analysis, the branches of the studied restaurant were divided. The results revealed that for Sri Donchai branch, sub-factors that were found in Quadrant A included the beauty of food appearance, the media advertisement such as radio, magazine, billboard, and etc., the special discount coupon for regular customers, the membership application to get more privileges, the greetings and reception to customers upon their arrival, the repetition of orders to prevent a mistake, the friendly and beautiful atmosphere, and the attractive and appetizing-look figures of food in the menu. For Fah Haam branch, sub-factors that were found in Quadrant A included the consistency of food quality, the media advertisement such as radio, magazine, billboard, and etc., the membership application to get more privileges, the greetings and reception to customers upon their arrival, and the attractive and appetizing-look figures of food in the menu.