ความพึงพอใจของลูกค้าต่อคุณภาพการบริการของคลินิกกระดูกและข้อ หมอพจน์ จังหวัดเชียงใหม่

Abstract

The study entitled “Customer Satisfaction Towards Service Quality of Doctor Poj Orthopedic Clinic, Chiang Mai Province” aimed to examine customer satisfaction towards the service quality of the studied clinic. Samples were specified to 400 customers of Doctor Poj Orthopedic Clinic, Chiang Mai province. Data obtained were analyzed by the Descriptive Statistics: frequency, percentage, mean, and standard deviation, the Inferential Statistics, and the Importance-Performance Analysis: IPA. The findings showed that most respondents were married female in the age of 41-60 years old with education background in high school level. They worked as an entrepreneur/general worker and earned an income at the amount of 10,000-30,000 Baht. They were the repeat customer of the studied clinic. Most of them had visited the studied clinic for 2-3 times. The communication channel introducing them to get to know the studied clinic was the word-of-mouth made by their acquaintance. They decided to use services at Doctor Poj Orthopedic Clinic because of the satisfied services that the medical doctors and the nurses provided. Regarding the study on customer behavior, the results suggested that they would recommend the studied clinic to others. The findings also revealed that the overall levels of Importance-Performance and the customer satisfaction towards service quality of Doctor Poj Orthopedic Clinic, Chiang Mai province were rated at the highest level with 4.47 average scores in total. According to the IPA technique, the comparative study between levels of importance and customer satisfaction towards service quality of Doctor Poj Orthopedic Clinic presented that reliability, responsiveness, assurance, and empathy attributes were listed in the Quadrant B, which implied that the studied clinic could responded to the customer satisfaction positively. In addition, these four mentioned attributes were rated at thigh level of importance. However, tangibles attribute was listed in the Quadrant C, which implied that the studied clinic responded to the customer satisfaction at low level. The respondents also rated this attribute at low level of importance. Nevertheless, it was possible for the clinic to delay the improvement for this attribute because the customers did not pay their concern on it. According to the study on level of impact and service quality of the studied clinic among customers in different statuses (a group of repeat customers and a group of new customers), the findings presented that the difference between the customers in different statuses was not observed at the 0.05 statistical significance.