ความพึงพอใจของเกษตรกรต่อคุณภาพการให้บริการของบริษัท เอ็ม แปด เอ็ม จำกัด

Abstract

This independent research aims to study the satisfaction of farmers toward the service quality of M8M Company Limited. The sample group in this study was 400 farmers who sell fresh longans and the people who purchase longans for M8M Company Limited. The data were then analyzed by using Descriptive Statistics, which consists of Frequency, Percentage, Average. And Inferential Statistics by using the IPA analysis technique (Importance-Performance Analysis: IPA).

The results found that the general information of farmers who sell fresh longans and those who purchase longans for M8M Company Limited were mostly male, aged between 31 - 40 years old, in married status and had lower secondary school level in education. The majority of longans was grade AA. Most of the sales volume per year was more than 2,501 kilograms. The duration of being a customer was less than 1 year. Most of them sell longans to M8M Company Limited only. The reason was the price was fair. Most of the farmers had known about the company by driving passed the company's office. The results of the study regarding the importance level and satisfaction levels of farmers with the quality of services provided by M8M Company Limited overall were at a high level. And the results of the comparative analysis of the importance level and perception level of service quality in all 5 aspects using IPA (Importance-Performance Analysis) and categorized all the aspects into Quadrants found that the service quality of M8M Company Limited were, in terms of Tangibility, Assurance and Empathy, all of these 3 aspects were in Quadrant B. In terms of Responsiveness and Reliability, both aspects were in Quadrant C.

The results of the study regarding the importance level and satisfaction level of farmers with the quality of services of the 197 farmers classified by selling longans solely to M8M Company Limited found that the quality of service of M8M Company Limited were as, in term of Tangibility, Assurance and Reliability were in Quadrant C. In term of Responsiveness was in Quadrant B and in term of Empathy was in Quadrant A. The results of the studys regarding the importance level and satisfaction level of farmers with the quality of services of the 203 farmers classified by selling longans not only to M8M Company Limited found that the quality of service of M8M Company Limited were, in term of Empathy and Responsiveness were in Quadrant B, in term of Tangibility and Assurance were in Quadrant C and in term of Assurance was in Quadrant A.