ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการ ดร.แทน คลินิก จังหวัดเชียงใหม่

Abstract

The study on customer satisfaction towards service marketing mix of doctor tan clinic, Chiang Mai province. The objective is to study customer satisfaction towards service marketing mix of doctor tan clinic, Chiang Mai province. Using the concept of creating customer satisfaction Concepts and theories of the service marketing mix Concepts about consumer behavior and concepts about satisfaction analysis The sample group is 320 people who have used the services of doctor tan clinic, Chiang Mai Province from 1 September 2022 - 1 September 2023, analyzed using descriptive statistics, consisting of frequency, Percentage, Mean and analyze data at the level of importance and satisfaction level (Importance Performance Analysis: IPA) The results of the study found that most of the respondents were female, aged between 21 - 30 years, single status, working as employees of a private company. Bachelor's degree, income 20,001 - 40,000 baht, frequency of using the services of Dr. Tan Clinic, Chiang Mai Province, once a month to add vitamins to the skin, such as soft and smooth skin formula. Formula for adjusting skin color with sun protection Formula to flush out toxins in the body The date for using the service is uncertain from 3:01 p.m. - 5:00 p.m. The cost of using the service is 3,001 - 6,000, paid via the online system. Contact to reserve services through online media channels such as Facebook, Line, get to know from recommended staff. Choose to use the service because of the store's reputation. and the quality of the product is good the person who has the most influence on using the service is yourself, and the social media that has the most influence on using the service is Tiktok. The top three service marketing mix factors that respondents give importance to are the place aspect, followed by the process aspect, promotion aspect and the first 3 perceptions are the place aspect, followed by the price aspect and product aspect. When analyzed according to the Importance Performance Analysis: IPA technique, it was found that there are factors that are in the quadrant. A has 15 factors, Quadrant B has 12 factors, Quadrant C has 14 factors, and Quadrant D has 19 factors.