การประเมินคุณภาพบริการและความภักดีของลูกค้า กรณีศึกษา บริษัท ขนส่งพัสดุเอกชนแห่งหนึ่ง ในจังหวัดเชียงใหม่

Abstract

The purposive sampling method was used. The four hundred samples were collected from the users of a private parcel delivery company in Chiang Mai province. The data were analyzed using frequency percentage mean standard deviation and multiple linear regression. The results of this study showed that the quality of services, giving service with confidence, understanding customers' need, and familiarity with customer affects customer satisfaction. It has a positive influence on the satisfaction of corporate service users. Giving service with confidence had the most substantial dimension influencing customer satisfaction, followed by understanding customers' needs and familiarity with customers, respectively. The service quality dimension, which highly impacts customer loyalty, was staff responsiveness, understanding customers' needs, familiarity with the customers, and giving service confidently, respectively. Customer satisfaction showed a positive influence on customer loyalty. Socioeconomic variables like gender and income level significantly differed in the level of perception of service quality received. Gender variables also significantly differed in the level of satisfaction.