การพัฒนาคุณภาพบริการของร้านฟาร์ม 9 จังหวัดเชียงใหม่

Abstract

This study aims to investigate the service quality development of Farm 9 stores in Chiang Mai through the Importance-Performance Analysis (IPA). The study focuses on customers who patronize Farm 9 stores located in eight branches with an average daily sales bill exceeding 150 bills. These branches include Namtong, Santai, Chaiprakarn, Hangdong, Hod, Prao, Sanpatong, and Chomthong, with a total sample size of 400 customers selected for convenience. Data was collected through a questionnaire, and statistical analysis, including frequency, percentage, mean, standard deviation, and IPA, was employed to assess the importance and performance of service quality aspects. The findings offer insights into areas requiring improvement to enhance customer satisfaction. The results revealed that. Overall, perceived importance and performance of service quality were rated high or very high, except for the Hod branch, which had moderate ratings in both importance and performance. The analysis revealed that the perception of service quality in terms of tangibility is high overall, with the Jomthong branch showing the need for improvement, particularly in service importance. The IPA analysis identified the Hod branch as a focal point for improvement, emphasizing aspects of tangibility and responsiveness. Therefore, enhancing service levels at the Hod branch is recommended to align with customer expectations and priorities.