ความพึงพอใจของลูกค้าที่มีต่อส่วนประสมการตลาดบริการของร้านฝ้าย เบเกอรี่ สาขาสวนดอก

Abstract

The purpose of this research was to study customer satisfaction towards service marketing mix of Fai Bakery Suan Dok Branch using Importance-Performance Analysis; IPA. We collected data from 356 representative samples who are currently being customers of Fai Bakery Suan Dok Branch with the Convenience Sampling method along with applying questionnaire as a data collection tool. In addition, the descriptive statistics were used to analyze data which are frequency, percentage, average, standard deviation, and IPA. The result indicated that 77.25% of representative sample chose Fai Bakery Suan Dok Branch due to the taste of food, beverage, and bakery. A representative sample placed the highest importance of marketing mix to product, price, and process followed by place, promotion, and physical evidence. Also, the overview result also revealed that the highest satisfaction level with marketing mix was price and process followed by product, distribution channel, promotion, people, and physical evidence. Furthermore, the IPA analysis result showed that Fai Bakery Suan Dok Branch should urgently amend and improve in aspects of beverage taste, reasonable price with taste, discount providing, service enthusiasm, and suitable lighting to meet customer’s satisfaction.