ประสบการณ์การใช้บริการของลูกค้าโรงพยาบาลสัตว์เล็ก คณะสัตวแพทยศาสตร์ มหาวิทยาลัยเชียงใหม่

Abstract

This independent study aims to study the customer experience and pain points when customers engaged with services at Small Animal Hospital, Faculty of Veterinary Medicine, Chiang Mai University. A total of 2 0 0cases were studied by non-participant observation method during obtained services in the general medicine, exotic animal medicine, pet vaccinations, and emergency. The study was observed from 08.00a.m. to 08.00p.m.at front stage of the hospital. The Customer Journey concepts were used to analyze the customer service experience and pain points towards at the front stageof Small Animal Hospital that divided into 5 steps, started from Small Animal Hospital arrival, queue waiting time, entering the examination room, exiting the examination room and leaving the Small Animal Hospital. Each touchpoint of service, the pain point was expressed as a negative experience. The results of this study showed that; 1) Step of Arriving to Small Animal Hospital, found the positive experience: the customers were happy, confidence and friendly at 19% and negative experience; the customers expressed worry at 5.5% and average time from arrival to waiting for examination room was 3 minutes 2) Step of Waiting time for entering examination room, positive experience, the customers were happy, friendly and communicated with other customers at 14% and negative experience, the customers expressed worry at 10.5% and average waiting time was 32 minutes 3) Step of Entering the examination room, positive experience, the customers was happy, confidence and friendly at 11. 5% and negative experience, the customers have difficulty to take sick pets into the examination room (the sick pets refused to walk, squirmed) at 3% and the customers entered the correct examination room at 93.5% 4) Step of Exit the examination room, positive experience, the customers were happy and no worries at 26% and negative experience, the customer expressed worry at 15.5% and average time from exit the examination room to exit the Small Animal Hospital are 36 minutes and 5) Step of Exit the Small Animal Hospital, positive experience, the customers were happy and no worry at 34.5% and negative experience, the customer expressed worry at 7.5% and average total time were 87 minutes. In summary, it was found that the positive customer experience was more than negative customer experience. However, it was found that the customers encountered a long waiting times in service.