ความพึงพอใจของลูกค้าที่มีต่อส่วนประสมทางการตลาดของบริษัทน้ำแข็งทองธานี จำกัด

Abstract

This study aims to examine customer satisfaction with the marketing mix of Thong Tanee Ice Company Limited. Data were collected from 439 customers in 2021 using a questionnaire. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as Importance-Performance Analysis (IPA) and inferential statistics, such as the Chi-Square test and Independent t-test. The findings from the IPA technique suggest that the company should improve the behavior of ice delivery drivers, particularly in terms of politeness and manners, which customers rated as highly important but were less satisfied with. Additionally, the company should maintain standards related to its reputation, product safety, and consistency of service. Less critical factors can be deferred, while resources should be reallocated from giveaways and standard pricing to more crucial customer needs. Customer satisfaction analysis revealed that both business customers and individual consumers prioritized product quality and reliable delivery. However, business customers emphasized credibility and standardized service, while individual consumers focused on safety, cleanliness, and attractive marketing promotions. The study provides strategic marketing recommendations for Thong Tanee Ice Company Limited to develop strategies tailored to the needs of each customer segment, effectively enhancing satisfaction and brand loyalty.