ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการ ของลีลาวดีรีสอร์ท อำเภอแจ้ห่ม จังหวัดลำปาง

Abstract

The study on customer satisfaction towards service marketing mix of leelawadee resort, chae hom district, lampang province aims. The objective is to study customer satisfaction towards service marketing mix of leelawadee resort, chae hom district, lampang province. Sample of customers using the service based on the number of Leelawadee Resort users this year in 2022, 379 samples were selected and descriptive statistics and analytical techniques were IPA (Importance-Performance Analysis: IPA) used to analyze the data The results of the study found that most were female, between 21 - 30 years old, single, and employees of private companies. Bachelor's degree level, income 10,001 - 20,000-baht, purpose of stay is to travel and relax. Frequency of stay was found to be 1 time/year in January - March. The channel for receiving information is word of mouth. Most choose the Standard room priced at 500 baht. Factors in the marketing mix of services that respondents give Acknowledge the first three are Place aspect Second is Promotion aspect and Physical Evidence aspect, and the first three priorities are the Process, followed by the People aspect, Price aspect, and the Promotion aspect. And analyzed according to the Importance Performance Analysis: IPA technique, it was found that Quadrant A that requires urgent attention and correction are as follows: Product aspect, namely Wi-Fi internet service and bathroom cleanliness. Price aspect includes room rates including breakfast. Place aspect include being located in a location that is convenient for travel. Promotion aspect includes placing advertisements to promote the resort through the resort's Facebook page. People aspect include employees who are neatly dressed, polite and friendly. In terms of creating and Physical Evidence aspect, including the beauty of the decoration of the residential building.