ความพึงพอใจของลูกค้าที่มีต่อส่วนประสมการตลาดบริการ ของร้านเคที-ออพติค ในจังหวัดเชียงใหม่

Abstract

This study aimed to assess customer satisfaction with the marketing mix of KT-Optic in Chiang Mai. Data was collected from 206 respondents through a questionnaire, using quota sampling across nine branches: Central Chiang Mai Airport, Lotus Hang Dong Chiang Mai, Mali Place, At Curve Chiang Mai, Big C Hang Dong 2 Chiang Mai, Meechok Chiang Mai, Big C Extra Chiang Mai, Big C Don Chan Chiang Mai, and Lotus Chiang Mai. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to analyze the data. Inferential statistics, such as t-test, One-way ANOVA, and Scheffe’s method for pairwise comparisons, were also applied. The findings revealed that customers had a high level of satisfaction with KT-Optic's service marketing mix in Chiang Mai. The highest satisfaction was reported in the personnel category, where staff knowledge and expertise were highly valued, and service processes were smooth. In terms of products, customers were most satisfied with the free preliminary eye health check. Regarding price, convenience in payment through QR code scanning was the top factor. For distribution channels, customers appreciated the ease of access to the store. In terms of promotion, customers favored receiving complimentary items, such as lens tissues, microfiber cloths, and eyewear cleaning cloths. Lastly, in the physical environment, customers were most satisfied with the professional attire of the staff, which enhanced credibility. The comparison of customer satisfaction with KT-Optic's service marketing mix in Chiang Mai indicated that factors such as customer status, occupation, and income significantly influenced satisfaction at the 0.05 significance level.