Factors affecting of Customer service used of PTT Station in Phayao Province

Abstract

This research aims were 1) to study the factors affecting customer decision making on PTT gas station selection in Phayao province, 2) to study the behavior of the consumers, 3) to compare factors affecting the customers decision making, and 4) to study the relation of factors affecting the decision of the customers. This study was used the survey questionnaires to collect data from 380 customers of PTT gas station selection in Phayao province. In addition, the data were statistically analyzed using percentage, mean, standard deviation, t-test, one-way ANOVA (F-test), and Multiple regression.

          The results were revealed that the factors affecting customer decision making on PTT gas station selection in Phayao province, the overall factor was high level with the highest level of the product factor, inferior on factors of high-level were the distribution channels, the service process, the physical and service models, the staff service, the price, and the marketing promotion respectively.Mostly, customers frequency had an add fuel one time per week with the amount of 500–1000 Baht per time, most of which added diesel fuel. The comparison classified by gender, age, education level, and monthly income were no different. The factors affecting related to the decision of customers, it was found that the product factor affected the frequency of adding fuel in statistically significant difference at a 0.01 confidence level with a regression coefficient of 0.284, the price factor affected the amount of money each time in statistically significant difference at a 0.01 confidence level with a regression coefficient of 0.312, and the product factor affected the type of fuel in statistically significant difference at a 0.01 confidence level with a regression coefficient of 0.245.