ปัจจัยที่ส่งผลต่อความพึงใจในการให้บริการร้านสวัสดิการทหารอากาศดอนเมือง

Abstract

This research aimed to: 1) examine the level of customer satisfaction with the services of the Royal Thai Air Force Welfare Store, Don Mueang; 2) identify service quality factors influencing customer satisfaction; 3) determine marketing mix factors influencing customer satisfaction; and (4) identify welfare store image factors influencing customer satisfaction. A quantitative research design was employed, using a questionnaire as the data collection instrument administered to 397 customers of the Royal Thai Air Force Welfare Store, Don Mueang. The statistical methods applied included frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that: (1) the overall level of customer satisfaction was rated at a high level; (2) service quality dimensions namely reliability, assurance, tangibles, empathy, and responsiveness collectively accounted for 54.63% of the variance in customer satisfaction; (3) marketing mix factors  comprising product and service, price, place, promotion, people, process, and physical evidence  collectively explained 63.60% of the variance in customer satisfaction; and (4) welfare store image dimensions  encompassing corporate image, brand image, and service image  accounted for 55.30% of the variance in customer satisfaction.