Service quality and organizational image that affect services satisfaction of electricity consumers in Na Muen District Nan Province

Abstract

This research is a quantitative research. The objectives are 1) to study the perception of service quality, organizational image, and services satisfaction of electricity consumers in Na Muen District, Nan Province and 2) to test how service quality and organizational image that affect the services satisfaction of electricity consumers in Na Muen District, Nan Province. The sample group was 371 electricity consumers in Na Muen District, Nan Province. The research instruments was questionnaires. The statistics used in the research were mean, standard deviation, and multiple regression analysis. The results of the research revealed that 1) the level of opinions on service quality, organizational image, and service satisfaction of electricity consumers in Na Muen District, Nan Province was at a high level. 2) Service quality, including empathy, assurance, responsiveness, and tangibles affect the service satisfaction of electricity consumers at a statistically significant level of 0.05. The variable of service quality In terms of reliability did not affect the service satisfaction of electricity consumers in Na Muen District, Nan Province (Sig. = 0.063). For the variable of organizational image, including contact personal, corporative identity, physical environment, and service offering affected the services satisfaction of electricity consumers at a statistically significant level of 0.05. The variable of organizational image In terms of reputation did not affect the service satisfaction of electricity consumers in Na Muen District, Nan Province (Sig. = 0.229)