THE SERVICE MARKETING MIX AND SERVICE QUALITY AFFECTS ON CUSTOMER SATISFACTION OF THE PRISON CAR CARE IN THAILAND
Keywords:
Service Marketing Mix, Service Quality, Customer SatisfactionAbstract
The objectives of this research are: (1) to examine the level of opinions regarding the service marketing mix (7P’s), service quality, and customer satisfaction of prison car wash services in Thailand; (2) to test the effects of the service marketing mix and service quality on customer satisfaction; and (3)to study the relationships among these variables. The sample group consisted of 270 customers who used prison car wash services in Thailand. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, correlation analysis, and multiple regression analysis.
The research findings indicate that customers’ overall opinions of the service marketing mix and service quality are at a high level. The factors with the highest mean scores are price and responsiveness to service recipients, respectively. In addition, all dimensions of the service marketing mix and service quality show positive relationships with customer satisfaction and have a positive impact on achieving satisfaction-related performance goals among users of prison car care services in Thailand. The results of this study can be applied as guidelines for developing and improving car care business operations, particularly in pricing strategies and responsiveness to service recipients, in order to enhance service quality and increase customer satisfaction. Furthermore, the findings can support strategic planning and management policy formulation that align with the needs of service users.
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