ความพึงพอใจของลูกค้าชาวไทยที่มีต่อคุณภาพการบริการของ เดอะ วาย เรสซิเดนซ์ อำเภอเมือง จังหวัดเชียงใหม่

Abstract

The objective of this research was to study Thai customers’ satisfaction towards services provided by The Y Residents Chiangmai and to analyze Thai customers’ satisfaction on service quality of The Y Residents, Chiangmai base on different staying purposes which were business and traveling. The study of Thai customer satisfaction based on Quantitative Research. The population that has been studied were the Thai customers who have stayed in The Y Residents Chiangmai and the sample data were random picked specifically on some groups which made 400 persons. The research methodology was done using questionnaire papers, the group was broken down into the following mentioned criteria which were 200 persons for traveling purpose and the other 200 persons for business purpose. The statistics were analyzed from frequency, percentage, rating scale, mean and S.D. Hypothesis testing using inferential statistics on the 2 groups was done by t-testing.

The results of this research study showed the equal number of male and female customers. Mainly were working-class young adults in their 21-40 years old, mostly were married with the highest education level of a bachelor degree. They were working for corporate companies, earning a monthly income of 10,001-20,000 baht. Most of the customers stayed in The Y Residents Chiangmai with a duration of 2-3 nights. They were from the central region and find out about The Y Residents Chiangmai from word of mouth of friends/relatives/acquaintances. Booking and enquiries were mainly done through Call Center and over the phone, the most selected room option was Deluxe . The result of visiting purposes were are for business and traveling also shown equivalent.

The research results of Thai customers satisfaction on service quality provided by The Y Residents Chiangmai showed that the tangible service aspect was rated most satisfied in terms of room accommodated and cleanliness such as towels, bedsheets, pillow cases and toiletries to name a few. The customers were highly satisfied and trusted in hygiene provided. The services were rated highly satisfied as they were prompt and efficient for example the check in/check out process. The safety wise was also rated highly satisfied as the buildings are equipped with trustable safety equipments Staffs and personnels were polite, mindful and knowledgeable; rated as highly satisfied.