ความพึงพอใจต่อส่วนประสมการตลาดบริการของ ผู้ใช้บริการหอพักลานนาพะเยา อำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to examine levels of importance and satisfaction of residents at Lanna Phayao Apartment, Amphoe Mueang Chiang Mai and questionnaires were used as the tool to collect data. Population of this study was specified to 160 residents of Lanna Phayao 1 and 2. The findings presented that most respondents were male (52.50%) in the age of less than 20 years old (52.50%) and single (95%). Their education background was bachelor’s degree (50%), their occupation was student (78.10%) and their monthly income was less than 10,000 Baht (84.40%). They rented a fan room at the studied apartment (84.40%). In a month, the range of room rate was between 2,501-3,000 Baht (68.10%) and the range of expenditure that they spent for the room was between 2,501-3,000 Baht (35%). Person influencing decision making to rent the room was the respondents themselves (71.30%). The majority had rented the current room for less than a year (71.90%). In an overview, their satisfaction towards Lanna Phayao Apartment, Amphoe Mueang Chiang Mai was ranked at high level (66.90%) and they would certainly recommend this apartment to acquaintance (55.00%). Based upon the study on an overview of residents of Lanna Phayao Apartment, Amphoe Mueang Chiang Mai, according to the Importance Performance Analysis (IPA), there were 9 out of 49 elements ranked in Quadrant A (service attributes that had high level of importance; but low level of satisfaction), which needed urgent improvements to increase customer’s satisfaction. Those elements were shown as follows. The product factor was the fully equipped facilities in a room: warm shower, fan, intercom, and etc. The price factor was the reasonable room rate and room insurance rate without room payment in advance: the room rate at 2,600 Baht shall require 2,600 Baht of insurance and 2,600 Baht of damage insurance, of which the total payment was 5,200 Baht, for example. The place factor was the convenient location to travel. The promotion factor was the availability of promotion such as special room rate at 2,000 Baht/room during semester break for the customers who wanted to extend their stay. The people factor was the prompt and accurate services as served by the apartment staff as well as the enthusiasm and the attention of the apartment staff. The process factor was the assistance to be provided as needed i.e assistance when forgetting a room key. The physical evidence and support factor was the safety in the apartment area. There were 18 elements ranked in Quadrant B (service attributes that had high level of importance and high level of satisfaction), 16 element ranked in Quadrant C (service attributes that had low level of importance and low level of satisfaction), and 6 elements ranked in Quadrant D (service attributes that had low level of importance; but high level of satisfaction). According to application of the Importance Performance Analysis (IPA) to those residents who stayed at Lanna Phayao Apartment 1, Amphoe Mueang Chiang Mai, there were 6 out of 49 elements ranked in Quadrant A, including the large area of en suit bathroom, the offer of promotion such as special room rate at 2,000 Baht/room during semester break for the customers who wanted to extend their stay, the staff who welcomed and greeted customers politely, gently, and friendly, the sufficient number of staff to serve customers, the assistance to be provided as needed i.e assistance when forgetting a room key, the physical evidence and support factor, and the safety in the apartment area. According to the application of the Importance Performance Analysis (IPA) to those residents who stayed at Lanna Phayao Apartment 2, Amphoe Mueang Chiang Mai, there were 5 out of 49 elements ranked in Quadrant A, including fully equipped facilities in a room: warm shower, fan, intercom, and etc., the reasonable room rate, the offer of promotion such as special room rate at 2,000 Baht/room during semester break for the customers who wanted to extend their stay, the assistance to be provided as needed i.e assistance when forgetting a room key, and the safety in the apartment area.