ความพึงพอใจของลูกค้าต่อคุณภาพบริการขนส่งพัสดุภัณฑ์ของบริษัท ชัยพัฒนาขนส่งเชียงใหม่ จำกัด

Abstract

The study on “Customer Satisfaction Towards Service Quality of Package Delivery Service of Chaipattana Transport Chiang Mai Company Limited” was conducted by drawing a comparison between expectation, satisfaction, and five dimensions of service quality: reliability, assurance, tangibility, empathy and responsiveness with the aim to examine the customer satisfaction towards package delivery service quality of the studied company. Results of the study shall benefit for the prospective guideline to improve the package delivery service quality of the studied company. This study paid the focus to three sections of package delivery services: the package consolidation service section; the package transport section; the freight transport section; and the package delivery service section. The IPA (importance-performance analysis) technique was applied in order to analyze customer’s expectation and satisfaction. Samples included 288,286 customers who came to take package delivery service at the office of Chaipattana Transport Chiang Mai Co., Ltd as the point of origin to send their packages to different places of destination in Thailand. Sample size of this study were determined to the total of 382 samples who used to take a service at the studied company for at least once in the last six months. Questionnaires were used as the tool to collect data; then, data obtained were analyzed by the descriptive statistics: frequency, percentage, and mean. The finding presented that most respondents were male in the age between 30-39 years old and had educational background in bachelor’s degrees. They worked as employee and company officer and earned monthly income at the average amount of 10,001-15,000 Baht. Products to be delivered were mostly found in garment or clothing category; followed by dried food. In average, quantity of products to be delivered in each time was 5.1-10 Kilograms and frequency of taking the package delivery service was 2-5 times a month. The most common place of destination where they often asked the company to delivery their packages to was Chiang Rai. Regarding the study on level of importance of service quality dimensions affecting the package delivery service quality of Chaipattana Transport Chiang Mai Co., Ltd., the finding indicated that the service quality dimensions being rated at the highest level of importance were reliability, responsiveness and empathy, respectively; while the service quality dimension being rated at high level of importance was tangibility. Regarding the study on level of customer satisfaction on service quality dimensions of the studied company, the findings indicated that all service quality dimensions were rated at high level of satisfaction. Their highest satisfaction was given to reliability dimension; followed by assurance, empathy, responsiveness, and tangibility, respectively. According to the IPA (Importance-performance analysis) technique, results of the analysis on customer expectation, customer satisfaction, and five dimensions of service quality: reliability, assurance, tangibility, empathy, and responsiveness were presented as follows. In an overall view, each attribute that the samples rated their expectation and satisfaction on was ranked in Quadrant B, which signified an attribute that the customers paid high level of importance on and the service provider could respond it well. When classifying places of destination to five provinces, attributes enlisted in Quadrant B, which signified an attribute of which levels of importance and satisfaction were higher than mean value; or in another word, an attribute that the customer paid high level of importance on and the service provider could respond it well, were punctuality of package delivery as promised or promoted; accuracy of service billing; correct and reliable services offered by staff; to make customers feel safe when receiving services; staff being polite with customers; staff having good knowledge on services and being able to provide advice and respond to customer’s inquiries correctly; staff appearing in well and polite dress; staff providing good services to customers consistently; punctuality of service hours as informed; good attention of the company’s staff to each customer; to have a staff who really understood the customer’s needs; the company taking customer’s benefits as its priority; convenient service hours to customers; sincere assistance of the staff being provided to customers when they needed; staff providing clear information on when the customers could receive a certain service such as special events, shipping time, and appointment of package receipt at destination; and staff being keen to serve the customers immediately.