ความพึงพอใจของลูกค้าที่มาท่องเที่ยวและใช้บริการที่ ภูโคลน คันทรีคลับ จังหวัดแม่ฮ่องสอน

Abstract

The purpose of this study was to investigate Customer Satisfaction towards Services Marketing of Phuklon Country Club, Mae Hong Son province. This study was based on The Service Marketing Mix from Philip Kotler (1997) which consists of Products and services, price, People, Place, Promotion, Physical environment And Process. In this study, a convenience sample of 400 usable questionnaires was gathered from Thai tourists that use the Spa service of Phuklon Country Club, Mae Hong Son province, from May to July, 2015. The Cronbach’s alpha coefficient for the Questionnaire value is 0.764, indicating good internal consistency and reliability among the items within each dimension.

Obtained data were analyzed for finding frequency, percentage, mean, standard deviation and inferential statistic such as One-Way ANOVA and Scheffe (Significant at 0.05). The result revealed that The study of satisfaction on the marketing mix factors found that respondents had an average satisfaction level was good in every sort respectively as Products and services, Process, People, price, Place, Promotion and Physical environment. When the test found that individual factors in the level of education, occupation and monthly income., and the different on behavior of using spa factors in the purpose of travel and the impression of travel influences the satisfaction level of respondents at significance level 0.05.