การสำรวจความสัมพันธ์ระหว่างคุณภาพบริการที่มีผลต่อความพึงพอใจของลูกค้าและการบอกต่อ : กรณีศึกษาสำนักงานอุตสาหกรรมจังหวัดเชียงใหม่

Abstract

This research on exploring the relationship of service quality customer, satisfaction and advocacy: case study in Chiangmai provincial industry office was carried out with six primary purposes - 1) to research the service quality that influences the satisfaction corporate users 2) to research the service quality that influences the corporate advocacy users 3) to research the satisfaction that influences the corporate advocacy users 4) to research the differences of demographic characteristics that influence the service quality corporate users 5) to research the differences of demographic characteristics that influences the satisfaction corporate users 6) to research the differences of demographic characteristics that influence the corporate advocacy users. The purposive sampling method was used. The four hundred samples were collected from SME operators who used Chiangmai Provincial Industry Office services. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple linear regression. The results of this study showed that the quality of services affects the customer's satisfaction, namely responding to service recipients' trust and understanding as well as familiarity with the recipients. It has a positive influence on the satisfaction of users of corporate services. The greatest influence is understanding and familiarity with the recipients. The quality of service affects the communication of the customers' word-of-mouth, namely the concrete aspects of the service, responding to service recipients' trust, and understanding and familiarity with the recipient. It has a positive influence on word-of-mouth communication. The concrete aspects of the service have the greatest influence. Users' satisfaction affects communication by word of mouth, namely equitable service, on-time service, and progressive service. Progressive service has the strongest influence. It has a positive influence on word-of-mouth communication. Demographic factors that affect the perception of different quality services are the different levels of education and monthly income levels, which will affect the perception of different quality services. The higher the level of education or monthly income, the higher the emphasis on the quality of service provided by the level. Demographic factors affecting service satisfaction vary, including education, career, and income levels, in which different monthly income affects different satisfaction. According to the study, demographic factors it does not affect communication with different wording. Therefore, service providers need to focus on quality factors, such as providing services with speed and reducing the waiting time to contact basic matters. It can adapt to changes in the technological world, such as communications, internet traffic, or online platforms. Including training to develop the potential of staff and satisfaction factors, progressive service delivery positively affects word-of-mouth communication. Therefore, it should focus on a fast and timely equitable service model. In addition, there must always be corrections and improvements in the service to satisfy the user. The quality of service will be impacted by the demographics, the intensity of combat, and the various monthly income levels because those with high monthly income will focus on investing. It must give priority, provide services to investors, and make the service effective. Furthermore, establish as many possibilities as possible for customer satisfaction based on the requirements and objectives of the service users to raise awareness about the level of service recipients.