ความพึงพอใจของลูกค้าต่อคุณภาพบริการของ ห้างหุ้นส่วน จำกัด ฉัตรกมลการช่าง

Abstract

This independent research aims to study customer satisfaction with the service quality of CHATKAMON KRANCHANG LTD., PART. Data were collected from a sample of 222 people by questionnaire, which was divided into 55 corporate customers and 167 retail customers. The concept of SERVQUAL service quality in 5 areas was applied. Data were analyzed using descriptive statistics including frequency, mean percentage, and importance and satisfaction analysis by IPA (Importance-Performance Analysis). The results revealed that most corporate clients were male, aged 40-49 years old, possessed a bachelor's degree, and were business owners with average monthly sales of at least 500,000 baht. Their businesses have been operating for an average of 12 years. Most of them used scaffolding installation services on average 2 times a year and have been using the service for 5 years. Most brand recognition was through recommendations from friends or acquaintances. The reason for using the service from CHATKAMON KRANCHANG LTD., PART. was the expertise of their technicians. The majority of retail customers were male, aged 40-49 years old, possessed a bachelor's degree, and were contractors/technicians with an average monthly income of 20,000 - 40,000 baht. Most use the metal sheet roof installation service once a year and have been using the service for 5 years. Most brand recognition was through recommendations from friends or acquaintances. The reason for using the service from CHATKAMON KRANCHANG LTD., PART. was a negotiable price. When analyzing the level of importance and satisfaction with IPA techniques among corporate customers, it was revealed that Quadrant A required attention in two areas: confidence and appearance which were crucial to customers and were not being adequately concerned. Quadrant B must stimulate satisfaction with products and services. One aspect is customer response. Quadrant D included very good products and services, but customers did not value two aspects: trustworthiness and attentiveness. For retail customers, it revealed that Quadrant A required attention in two areas: confidence and appearance which were crucial to customers and were not being adequately concerned. Quadrant B must stimulate satisfaction with products and services. One aspect is customer response. Quadrant D included outstanding products and services, but customers did not value two aspects: trustworthiness and attentiveness.