ความพึงพอใจของลูกค้าต่อบริการหลังการขายของบริษัท เฉิงกง พีเค แมชชีน ทูลส์ จำกัด

Abstract

The purpose of this independent study was to examine customer satisfaction with the after-sales service of Cheng Kong PK Machine Tools Co., Ltd. Data were collected from 400 customers of the company using questionnaires, as the research tool. Data obtained were, then, analyzed using descriptive statistics i.e. frequency, percentage, mean, and Importance-Performance Analysis: IPA. The demographic profile of the respondents revealed that most of them were male, aged 41-50 years old and had an education background at the undergraduate level. They worked as employees and earned less than 10,000 THB per month. They visited the company twice a month mainly to purchase machine tools or spare parts. The results of the study on the importance of service quality factors indicated that the respondents gave the highest importance to assurance, followed by responsiveness, empathy, tangibility, and reliability, respectively. The results of the study on satisfaction with service quality factors showed that the respondents expressed the highest satisfaction with assurance, high satisfaction with reliability, responsiveness, and tangibility, and moderate satisfaction with empathy. The IPA (Importance-Performance Analysis) technique was used to assess the importance and satisfaction levels of five service quality factors of Cheng Kong PK Machine Tools Co., Ltd. The results showed that all the factors fell into Quadrant A (Concentrate Here), which means they were important to customers but did not meet their satisfaction. The factors that required improvement were responsiveness and empathy. The specific elements in Quadrant A that needed urgent attention were the appealing design of promotional materials, the accuracy and reliability of the services and problem-solving, the timely notification of product delivery, the assurance of customer satisfaction, and the attentiveness and understanding of the staff to customer needs.