Service quality and the trustworthiness affecting the customer’s loyalty in using the service of Chom-in farm in Danchang District, Suphanburi

Abstract

          The objectives of this research was 1) to study the customer’s attitude toward Chom-in farm in Danchang District, Suphanburi and 2) to study the service quality and the trustworthiness affecting the customers’ loyalty in using the service of the farm. The employed sample group consisted of 400 customers who used to use the service of the farm. The specific sampling was adopted by selecting only tourists who voluntarily offered the information. The tool for gathering data was a questionnaire. The statistics used for analyzing data ware means (), standard deviation (S.D.) and the multiple linear regression analysis (MRA) at the significance of 0.05. The research results revealed that the level of the attitude concerning the service quality, the trustworthiness and the loyalty was generally high. In addition, the hypothesis test results demonstrated that the service quality of the room were sufficient and there were variety of food options and the well-managed security system affected the customer’s loyalty in using the farm’s services. For the trustworthiness, the farm could do what it had promised to the customers in specified time. Customer’s feedback and complaints were neatly treated and their problems were immediately solved. The room reservation and payment systems were accurate and reliable. With effective management, the farm could provide services in accordance with its vision and mission which influenced the customer’s loyalty in the farm’s services.