รหัสดีโอไอ 10.14457/NU.res.2018.4
Title An Investigate the Service Quality and Customer Satisfaction: The Case of Home and Residence in Bangkok and its Vicinity
Creator Nilubon Sivabrovornvatana
Publisher คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร
Publication Year 2018
Keyword Marketing Mix ,Home ,Residence
Abstract This research aims to study the level of opinions on the marketing mix of home and residential customers, as well as investigate the 4P weight on marketing mix elements. The weight of the observed variables on the marketing mix elements was studied. The population is residential customers in housing estates and condominiums in Bangkok and its vicinities. The study used 500 samples with random sampling. The instrument used was a five-level questionnaire with a validity of 0.50 and a reliability of 0.976. The statistics used were percentage, mean, standard deviation and component analysis. The study identified four elements of the marketing mix, including mean variance of the marketing mix of 77.23% with the eigen-value of 3.09%. The mean KMO of 0.842 was statistically significant with the chi-square of 125.36, p value of 0.000. Each component contains the weight from high to low showing as follows: product, price, place, and promotion, respectively. When considering each component, it was found that the product component, the most weighted variables were a central lighting system and a drain system, along with a cleaning system. For the price component, the most weighted variables were interest rate, and home and banking fees for loan applications. For the place component had the most weighted variable of employees' service and sales staff, along with office/corporate office hours. Finally, for the promotion component, the most weighted variables were after-sales service, discounts, and maintenance, respectively.
Language ENG
URL Website http://www.bec.nu.ac.th/becic2018/
Website title BECIC2018
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บรรณานุกรม

Nilubon Sivabrovornvatana, (2018) An Investigate the Service Quality and Customer Satisfaction: The Case of Home and Residence in Bangkok and its Vicinity. คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร:ม.ป.ท.
Nilubon Sivabrovornvatana, 2018. An Investigate the Service Quality and Customer Satisfaction: The Case of Home and Residence in Bangkok and its Vicinity. ม.ป.ท.:คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร;
Nilubon Sivabrovornvatana, An Investigate the Service Quality and Customer Satisfaction: The Case of Home and Residence in Bangkok and its Vicinity. ม.ป.ท.:คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร, 2018. Print.