ความพึงพอใจของผู้ใช้บริการต่อส่วนประสมการตลาดบริการล้างอัดฉีดรถยนต์ร้าน สุตีคาแคร์ อำเภอเมืองเชียงใหม่

Abstract

The purpose of this independent study was to study customers’ satisfaction towards service marketing mix of Suteecare Car Wash Service, Amphoe Mueang Chiang Mai. The questionnaire was used to collected data, and descriptive statistics as frequency, percentage and mean were used to analyze the data. The study revealed that the respondents were single women, age between 21 – 30 years, educated at bachelor degree level with a salary between 15,001 to 21,000 Baht, and were employed by private companies. Most respondents brought a car to use color washing vacuum service. The average price per one time was 201 – 400 Baht, and the respondents did not bring the car in certain time, the service would be used only one per month or less than a month. The respondents knew Suteecare Car Wash Service from familiar one. The reason that the respondents chose Suteecare Car Wash Service the most was the quality of cleanliness. The satisfaction toward Suteecare Car Wash Service was excellent, and the respondents would definitely use Suteecare Car Wash Service in the future, and would suggest Suteecare Car Wash Service to friend or familiar one. When analyzing the significant and satisfaction of marketing mixes according to X= 4.23 (Satisfaction) and Y = 4.06 (Significant level), it is found that the distributing factor, the marketing factor, and the personnel factor were in Quadrant D whereas the service process’s factor was in Quadrant C. The product factor, price factor , and physical evidence factor were in Quadrants A, which means that those sub-factors were significant toward customers, yet the customers did not receive enough satisfaction. Therefore, Suteecare Car Wash Service should be improved immediately. In conclusion, the marketing mixes that should be improved were as followed: The product factor that should be improved immediately was cleanliness of the car that should be washed thoroughly. The price factor that should be improved immediately was the price when compared to other car wash services.The place factor that should be maintained and improved was the location that should have enough parking lots, be safe, and be comfortable.The promotion factor that should be maintained and improved was using internet to advertise the service.The process factor that should be improved immediately was providing correctly and thoroughly information. The people factor that should be maintained and improved was the efficient and knowledgeable staffs who are able to suggest and answer customers’ questions. The physical evidence factor that should be improved immediately was turning on music within the shop.