ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาด บริการของโรงแรมริมปิง วิลเลจ อำเภอเมืองเชียงใหม่

Abstract

This study aimed to examine customer satisfaction towards service marketing mix of Rimping Village Hotel, Mueang Chiang Mai district. Data collection was completed by the use of questionnaires distributed to 348 foreign customers of the Rimping Village Hotel, who were in the age of 18 years old or over and able to communicate in English language. Statistics being used to analyze data included frequency, percentage, and mean. The findings presented that most customers were male in the age of 30-39 years old. They worked as private company employee and earned monthly income at the average of more than US$ 5,000. Most of them resided in Asian countries and it was their first time to visit Chiang Mai as well as to stay at Rimping Village Hotel. They mostly stayed in Superior type of room and learned about the hotel from the Internet. The results of the study on customer satisfaction towards service marketing mix of Rimping Village Hotel, Mueang Chiang Mai district presented that all factors of satisfaction were ranked at higher level than those of expectation as follows: people, process, physical evidence and presentation, product, place, promotion, and price, respectively. Hereafters were shown the top elements of each factor that were ranked at the highest level. In people factor, it was sufficient number of staff in charge. In process factor, it was rapid and effective services. In physical evidence and presentation factor, it was hotel’s cleanliness and maintenance. In product factor, it was the Wi-Fi service to access the internet. In place factor, it was the location nearby shopping malls, markets, shopping area, and restaurants. In promotion factor, it was the availability of brochure/leaflet to promote the hotel. In price factor, it was the room rate, of which breakfast was included.