Behavior and Satisfaction of Customers Using the Services at Phu Kham Place, Loei Rajabhat University

Abstract

This research objective were to study the behavior and satisfaction of customers who use Phu Kham place services and to compare their satisfaction in using Phu Kham services classified by personal factors. The sample group consisted of 151 customers who came to use Phu Kham Place service, using a questionnaire as a tool for collecting data. The statistics used in the analysis include percentage, mean, standard deviation, t-test and F-test.

The research results found that most of the customers who use the service are female, age range of 20 – 30 years, Bachelor's degree level, students, monthly income less than 10,000 baht and Loei Province residents. The reason for using Phu Kham Place service is cheap rooms. They stay 1 night, check-in during 4:00 PM to 8:00 PM, choose to use a single bed room type, stay alone, reserve by the mselves (Walk in) and stay for the first time. As for satisfaction in using Phu Kham Place services, it found that overall satisfaction was at a high level. Especially, place is the most average, followed by the staff, the physical evidence, the rooms, the price, the process and the promotion respectively. In addition, the results of the comparative analysis of the satisfaction of customers who use Phu Kham Place service, It was found that customers’ satisfaction with different genders, ages, education levels, occupations, monthly incomes and domiciles is not significantly different and when comparing each dimension, it was found that customers from different domiciles had different satisfaction in using Phu Kham Place service in terms of staff and physical evidence with significantly different of .05.