Chatchadaporn T

2551
2551

2551
. (2551).
. .. (). :
. : .

400

2
2
3
2
1.
25-35 /
10,000 10,001 -20,000
2.

3.

4.

Call Center
1 1
50

5.
1 .05
6.
1 .01
7.
0.01
8.
-
0.01
9.
0.05
10.
0.01

0.01
0.05
SERVICE QUALITY AND SERVICE USERS SATISFACTION TOWARDS SERVICES AT

HUA LAMPONG RAILWAY STATION
AN ABSTRACT
BY
CHATCHADAPORN THONGCHAY
Presented in Partial Fulfillment of the Requirements for the

Master of Business Administration Degree in Marketing
at Srinakharinwirot University
October 2008
Chatchadaporn Thongchay. (2008). Service Quality and Service Users Satisfaction towards
Services at Hua Lampong Railway Station. Masters Project, M.B.A. (Marketing.)
Bangkok: The Graduate School, Srinakharinwirot University. Project Advisor:
Associate Professor Supada Sirikudta.
The research is aimed to study service users satisfaction towards marketing mix and
service users behavioral trend at Hua Lampong Railway Station. The study is conducted by
method of Survey research. Data gathering is completed through questionnaires. Sample
size of the research is based upon 400 service users who have used services at Hua
Lampong Railway Station. The SPSS for windows is utilized for data processing. Descriptive
statistics are brought to describe the character of sample group. The comparative of two
groups mean of independent variables by the t-test, the comparative of variance of more than
two groups means by one-way ANOVA, pair differences analyzed by using Least Significant
Difference (LSD) or Dunnett T3, and the correlation of two independent variables by Pearson
product moment correlation coefficient are applied as the statistical analysis tools.
The findings are as follows:
1. Demographic Data: Most service users are female, between 25 and 35 years of
age, holding bachelor degree, company employees, having average monthly income less
than 10,000 baht and between 10,001 and 20,000 baht, and single status.
2. Services Quality: The overall services quality at Hua Lampong Railway Station is
at moderate level. Considering by category in overall areas such as prompt services,
convenience, staff competency, safety, general conditions, and services, service users are
satisfied with the services quality at moderate level.
3. Satisfaction: Overall service users satisfaction towards marketing mix is at
neutral level. Considering by category in overall areas such as product, process, distribution
channel, marketing promotion and information providing, personal, price, and physical
evidence, service users are satisfied at neutral level.
4. Service Users Behavior towards Services at Hua Lampong Railway Station: Most
service users receive information from the station call center. The reason of service usage at
Hua Lampong Railway Station is low cost. Frequency of service usage in the past one year is
from the lowest usage at 1 time to the highest usage at 50 times. Service users trend to
revisit in the future at good level. Service users trend to recommend others to use the
services at the station at moderate level. Service users trend to tell others about the services
at the station at moderate level.
5. The difference in service users age influences the difference in service users
behavior towards services at Hua Lampong Railway Station in category of frequency of
service usage in the past one year with statistical significantce at .05 levels.
6. The difference in service users occupation and income influences the difference
in service users behavior towards services at Hua Lampong Railway Station in category of
frequency of service usage in the past one year with statistical significance at .01 level.
7. The correlation between service quality at Hua Lampong Railway Station and
service users behavior at Hua Lampong Railway Station is at low level in positive direction
with statistical significance at .01 level.
8. The correlation between service quality at Hua Lampong Railway Station and
service users behavior at Hua Lampong Railway Station in category of taking a short time for
each stop is at low level in positive direction with statistical significance at .01 level.
9. The correlation between service quality of Hua Lampong Railway Station and
service users behavior at Hua Lampong Railway Station in category of overall rapidness is at
low level in positive direction with statistical significance at .05 level.
10. The correlation between service users behavioral trend at Hua Lampong Railway
Station and service users behavior at Hua Lampong Railway Station in category of future
revisit is at moderate level in positive direction with statistical significance at .01 level.
Moreover, the correlation between service users behavioral trend at Hua Lampong Railway
Station and service users behavior at Hua Lampong Railway Station in category of
recommending others to use services is at moderate level in positive direction with statistical
significance at .01 level. Whereas the correlation between service users behavioral trend at
Hua Lampong Railway Station and service users behavior at Hua Lampong Railway Station
in category of telling others about the services of the station is at low level in negative
direction with statistical significance at .05 level.
..
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71
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Dunnetts T3 ...............................
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23

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25 ......
74
74
75
77
77
78
79
80
81
89
99
101
1
2
3
4
5
6
7
12
16
20
21
23
25
30
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139
140
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(.. 2544) 85
- 200

.. 2541

13
6 20 ..2541

2

1.
2.
3.

4.
1.

2.

95% ( .
2545 : 25-26) 385 15 400
(Convenience Sampling)

400
1. (Independent variables)
1. (Demographic)
1.1

1.2
25
25 35
36 45
46 55
56
1.3

1.4
/ /
/
/
/
.....................................................
1.5
10,000
10,001 20,000
20,001 30,000
30,001 40,000
40,001
1.6

/
/ /
2.
2.1

-
2.2

2.3

2.4

2.5

3.
3.1

3.2

3.3

3.4

3.5

3.6

3.7

2. (Dependent variables)

1.
2.

3.

3.1.1
3.1.2
3.1.3
3.1.4
3.1.5
4.

- - ,
- - -
-
5.

(Independent Variable)
(Dependent Variable)
-
-
-
-
-
-
-
- ,
1.

2.
3.

4.
:

1.
2.
3.
4.
5.
6.
7.

( . 2541 : 105-109)
1.

(Emotional)

2.

10
5

3. (Education)

4.

5.

6. (Social and Economic Status)

""

(. 2546: 607)
(2546: 431) (Services)

(2546: 18)
(Intangible Good)

4
11
1.
2.
3.
4.

(2543: 20)
()

(Lovelock. 1996: 50) 3

1. (High Contract Service)

2. (Medium Contract Service)

(Self Service)
3. (Low Contract Service)

12
(Dimensions of service Quality)

1
""
1
1
(Product Mix)

13

(Gap) 5
2
1.
"" ""

2. (Specifications)

"" ""

""
3.

""

4.

5.
"" 4
14
4
1. (Intangibility)
(Armstrong ;& Kotler. 2003: G7)

1.1 (Place)

1.2 (People)

1.3 (Equipment)

1.4 (Communication Material)

1.5 (Symbols)

1.6 (Price)
2. (Inseparability)


3. (Variability Service Variability)
(Armstrong ;&
Kotler. 2003: G7)
15
2
3.1

3.2

4. (Perish ability)
(Etzel, Walker ;& Stanton. 2001: G-9)

(Expectation: Ex)
(Experience:
Ep)
(
Zeithaml ;&Bitner. 1996)
1. Ex > Ep
2. Ex = Ep

3. Ex < Ep

(Focus group)
()

16
2
: . (2541). . 88.

1. / (Product / Service)

/
(Services Product Development)

17

2. (Price)

(Pricing in Services Product)

2.1
2.2 3
2.2.1
2.2.2
2.2.3
18
3. (Place)
(Service Distribution)

4. (Promotion)

(The Services Marketing Promotion)

4.1
4.2

4.3

19
5. (People)
2
5.1

5.2

6. (Physical Evidence)

7. (Process)

(2541 : 340)
(Managing Competitive Differentiation)
20
1.
(Product)
6.
(Physical Evidence)
7.
(Process)
2.
(Price)
(TQM)
(Customers
ti f ti )
5.
(People)
3.
4.
(Promotion)
3 (Marketing Tools Services)

: ; (2541) . 34-36.
/

(Marketing Mix) 4PS

(1) (Product) (2) (Price) (3) (Place) (4)
(Promotion) (5)
(People) (Employees) (Selection) (Training)
(Motivation)
21

(6) (Physical Evidence
and Presentation) [Total Quality Management (TQM)]
(CustomerValue Proposition) (7)
(Process)
(Customer Satisfaction) 4
(1)
(Product)
(7)
(Process)
(2)
(Price)
(3)
(Place)
(TQM)
(Customer's satisfaction)
(4)
(Promotion)
(6)
(Physical evidence and

presentation)
(5) (People)
(Employees)
4 (Marketing Tools for Services)
22
7

( ; . 2541: 81)
1. (Customer Value)

2. (Cost to Customer)

3. (Convenience)

4. (Communication)

5. (Caring)

6. (Completion)

7. (Comfort)

23
1.
2.
3.
4.
5.
6.
7.
1.
2.
3.
4.
5.
6.
(Product)
(Price)
(Place)
(Promotion)
(People)
(Process)
(Physical
Evidence)
(Customer Value)
(Cost to Customer)
(Convenience)
(Communication)
(Caring)
(Completion)
7. (Comfort)
5
: . (2541). . 82.
7

1. ()
2.
3. ( )
4.

24
( ; . 2546: 7; Kotler. 2003)

(Customer Satisfaction)

(2546: 90 - 93) (Customer

Satisfaction)
(Kotler. 2003: 61)

(Value Added)
(Manufacturing) (Marketing)
(Total Quality) (Competitive Differentiation)
(Cost) (Price)
(Product Competitive Differentiation)

(1) (Product Differentiation) (2) (Services
Differentiation) (3) (Personal Differentiation) (4)
(Image Differentiation) (Customer Added Value)
(Total Customer Value)

25
(Utility)

4 (Product Value) (Service Value)
(Personnel Value) (Image Value) 4

(1) (Product Differentiation) (2) (Services
Differentiation) (3) (Personal Differentiation) (4)
(Image Differentiation) (Customer Added Value)
(Total Customer Value)

(Utility)

4 (Product Value)
(Service Value) (Personal Value) (Image Value)
4

(Product Differentiation)
(Services Differentiation)
(Personal Differentiation)
(Image Differentiation)
((Total Customer Value)
(Product Value)
(Service Value)
(Personnel Value)
(Image Value)
26
6 (Customer Added Value) :

(Total Customer Values)
(Tools for Tracking and Measuring
Customer Satisfaction)
(Marketing Concept)

(1) ()
(2)
(R&D)
(3)

4
1. (Complaint and Suggestion Systems)

2. (Customer Satisfaction Systems)

2.1 (Rating Customer Satisfaction)

2.2
2.3
(Problem Analysis)
2.4
(Product
Performance Rating)
27
2.5 (Repurchase Intention)

3. (Ghost Shopping)

4. (Lost Customer Analysis)

IBM

(Consumer Behavior Defined)

(2525 : 537)

( . 2537 : 6; Skinner. 1990: 147)

. ( . 2537: 6; E. Engel & Paul 1994: 3)

)

()

28
2
2
1. (Internal variables)
2. (External variables)
(Basic determinants)
(Environmental determinants or Influences)

(Endogenous variables)
(Exogenous variables)

1. (Types of basic variables)
4
1.1 (Consumers need)
1.2 (Motives)
1.3 (Personality)
1.4 (Awareness
3 (Perception) (Attitudes)
(Learning)
29
(Needs)

(Motives)

(Personality)

(Awareness)

(Awareness)
3
Perception) (Attitudes) (Learning)
(Perception)
5
(Learning)

(Attitudes)
2. (Relationship Between Basic

Determinant)

(Analysis Consumer Behavior)

30
(Marketing
Strategies)

(Offering 4 Ps)
( .
2543: 22)
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-

-
-
-
-
-
31
John Dewey
(Problem Solving)

1. (Needs Recognition)
(Desired State of Affairs)
(Actual State of Affairs)
(Problem)
(Solution)
2. (Search for Information)
(
)
3. (Pre-purchase Alternative Evaluation)
4. (Purchase)
5. (Consumption)
6. (Post-Purchase Alternative Evaluation)
7. (Divestment)
32
5
..2453

25 ..2459
120
500
4

..2533

-

160 ..
-

9,150.-

-

33
-

..2503

/

2541

13
6 20 ..2541

2

, , , , ,
, ,
,, , ...

2

1,000

3 2541
34
(2546)
-
-
400

(t-Test Independent)
(One Way Analysis of Variance) Least
Significant Difference (LSD) SPSS for Windows
Version 10

-

(2543 : 87)
:

35

(2543 : 111)
:

, 5,000
,

BTS

:

36

(Services)
(2546:431)

(Managing Competitive Differentiation)
(2541 : 340)
(Customer based brand equity)
. (2542 : 144)

(Stimulus)

(2541 : 128)

. ( . 2528: 138
139; Tolbert. 1974)
(Drive) (2538 : 55)

(Tom Reilly.1996:31)

1.
2.
3.
4.
1.

400

95%
5 % ( . 2545 : 25-26)
2
n= z 2
4e
38
n
Z 95 %
Z1 - /2 Z.975 = 1.96
e
5 % (e = 0.05)
2
(
1.96 )
n=
2
4(0.05)
= 384.16 385
385 15
400

400
2.
(Questionnaire)
3
1
(Close-Ended response question) 6
(Open-ended response question)
2 (Dichotomous question) 2
1 (Nominal scale)
(Multiple choices question) 5 ( 2-7)

39
2 (Ordinal Scale)
.. 2544 15
65
5
=
=
65 15
5
10

25
25 - 35
36 - 45
46 - 55
56
3 (Ordinal scale)
1)
2)
3)
4 (Nominal scale)
1) /
2) /
3)
4) /
5) ...............
5 (Ordinal Scale)

183 (. 2548 http:// www.mol.go.th.statisticol.htm (online) )
183 x 26 = 4,758 5,000
5,000 55,000
40
55,000 5,000
5
= 10,000
10,000
5
1. 10,000
2. 10.001-20,000
3. 20,001-30,000
4. 30,001-40,000
5. 40,000
6 (Nominal scale)
1)
2) /
3) /
2
15 ( 7-21)
(Interval Scale) 5

41

( . 2537: 29)
=
=
51
5
=
0.8

4.21 - 5.00
3.41 - 4.20
2.61 - 3.40
1.81 - 2.60
1.00 - 1.80
3
18 ( 22-39)
(Multiple Choice Questions)
(Interval Scale) 5

5

( . 2537: 29)
42
=
51
5
=
0.8
4.21 - 5.00
3.41 - 4.20
2.61 - 3.40
1.81 - 2.60
1.00 - 1.80
4 3 (40-42)
40 - 42
2 ( 40- 41)
40
(Nominal scale)
1)
2)
3)
4) Call Center
5)
41
(Nominal scale)
1)
2)
3)
4)
43
42 1
(Ratio Scale
5
3 (43-45)
43 - 45
3 Semantic differential scale
(Interval scale) 5

____:____:____:____:____
5 4 3 2 1
( . 2538 : 8-11)
4.21 5.00
3.41 4.20
2.61 3.40
1.81 2.60
1.00 1.80
44

1.

2.
3.

4.
5. (Content
validity)
6. (Try out)
40
( - Coefficient ) Cronbach ( .
2545: 449)
0 1 1

= 0.821
= 0.845
= 0.767
= 0.854
= 0.910
45
= 0.812
= 0.833
= 0.820
= 0.789
= 0.896
= 0.824
= 0.782
3.

2
3.1 (Primary data)
400

3.2 (Secondary data)

46
4.

1. (Editing)
2. (Coding)
3.
SPSS (Statistic Package for Social Sciences)
4. 1

5. 2 3

5
Semantic Differential Scale 1
5 Interval Data
6. 3

7.

5 Semantic Differential Scale
1 5 Bipolar Adjective

Interval Data
47
1. (Descriptive statistic)
1.1 (Percentage) ( . 2545: 36)
P
P
f
n
= f x100
n
1.2 (Mean X) ( . 2545: 39)
x
n
x
X =
n

1.3 (Standard Deviation S.D.)

( . 2545: 38)
S .D. =
S.D.
x2
( x) 2
n
n x 2 ( x) 2
n(n - 1)
48
2. (Reliability of the test)

(-Coefficient) (Cronbach)( . 2546: 43)
k covariance / variance
1 + (k 1) covariance / variance
Cronbach's alpha: =
k
convariance
variance
3. (Inferential statistic)
3.1
Independent t-test 2
1 2 ( . 2544: 178) 1
t
1
2 S12 S22
t=
X1 X 2
S12 S 22
+
n1 n2
S12 S 22
+
n1 n 2
df =
2
2
S12
S 22

n1 + n 2
n1 1
n21
49
2 S12 = S22
t
(n
df
= n
t
1
2
S12
S 22
n1
n2
df
X 1 X 2
2
1) S 2 (n1 1) S 2 1
1
n1 + n 2 2
n
1
1
+
n
2
+ n2 2
T-distribution
1
2
1
2
1
2
( n1 + n2 - 2)
3.2 F-test (One Way

Analysis of Variance) ( . 2545 : 293)
(One-way Analysis of Variance)
(B)
df
k-1
SS
MS
SS ( B )
MS ( B ) =
(W)
n-k
SS (W )
(T)
n-1
SS (T )
MS (W ) =
F
SS ( B )
k 1
MS ( B )
SS (W )
MS (W )
nk
50
F
df
k
n
SS ( B )
SS (W )
MS ( B )
MS (W )
MS ( B )
MS (W )
F-distribution
(k-1) (n-k)
(Between Sum of Squares)

(Within Sum of Squares)
(Mean Square between groups)

(Mean Square within groups)
Homogeneity of Variances
ANOVA(F) Brown-Forsythe(B)
Brown-forsythe (B) (Hartung. 2001 : 300)

B
MSB
MSW
MSW =
B
MSB
MSW
K
n
N
Si 2
Brown-forsythe
Brown-forsythe
51

Fishers Least Significant Difference (LSD)
Dunnett T3 ( .2545: 332-333)
LSD ( .2545 : 332-333)

LSD =
1 /2; n k
MSE
1
n
+
i
1
n
t1/2; n k t-test
95%
MSE ( MS w )
i
n
i
nj
Dunnett T3 (Keppel.1982: 153-155)

Dunnett test
Critical values of the Dunnett test

Fishers Least Significant Difference (LSD) (
. 2545 : 333)
52
LSD
ni n j
t 1 /2; n k
nj
1
1
+
ni n j
t-test
95%
= n k
( MS (W ) )
MSE
t 1 /2; n k
3.3 (Pearson
Correlation Coefficient) ( . 2544 : 310-311)
r xy
r xy
x
y
x2
y2
xy
n
Product
n xy ( x)( y)
n x 2

( x )2 n y 2 ( y )2
X
Y
x
y
x y
Moment
53
-1 r 1 r
1) r x y
2) r x y
3) r 1 x y

4) r 1 x y

5) r = 0 x y
6) r 0 x y
( . 2542: 508) (r)
0.01 - 0.20
0.21 - 0.40
0.41 - 0.60
0.61 - 0.80
0.81 - 1.00
S.D.
n
t
df
SS
MS
F-Ratio
F-Prop. ,p
r
H0
H1
*
**
(Standard Deviation)
t-distribution
(Degree of freedom)
(Sum of Square)
(Mean of Square)
F-distribution
(Null Hypothesis)
(Alternative Hypothesis)
.05
.01
55
7

1

2
3
6
7
1

2
3

4
56
1
()
1 ()
()
172
228
400
43.00
57.00
100.00
25
25 35
36 45
46 55
56
84
156
84
64
12
400
21.00
39.00
21.00
16.00
3.00
100.00
148
200
52
400
37.00
50.00
13.00
100.00
1.
2.
3.
57
1 ()
()
72
72
148
100
8
400
18.00
18.00
37.00
25.00
2.00
100.00
112
112
68
60
48
400
28.00
28.00
17.00
15.00
12.00
100.00
204
164
32
400
51.00
41.00
8.00
100.00
4.
/
/
/

5.
10,000
10,001 20,000
20,001 30,000
30,001 40,000
40,000
6.
/
//
1
400
228
57.00 172 43.00
25-35 156
39.00 25 36-45 84
21.00 46-55 64 16.00 56
12 3.00
58

200 50.00 148
37.00 52
13.00
/
148 37.00 / 100
25.00 / 72 18.00
8 2.00
10,000
10,001-20,000 112 28.00
20,001 30,000 68 17.00 30,001 40,000
60 15.00 40,000 48
12.00
204
51.00 / 164 41.00
// 32 8.00
2
1.
2.
3. -
S.D.
3.08
3.15
3.11
.914
1.025
.883
3.11
.730
59
2 ()
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
S.D.
3.20
3.33
3.31
3.22
.788
.869
.892
.652
3.31
3.20
.892
.950
3.50
3.33
.855
.705
3.07
.963
3.05
3.34
.900
.952
3.15
.733
2.84 .957
2.84 .858
2.38 .979
2.68 .788
3.12 .557
2
400
60
3.12

3.11

3.15, 3.11 3.08

3.22

3.33, 3.31, 3.20
3.33

3.50

3.31 3.20

3.15
61

3.34, 3.07 3.05

2.68

2.84

2.38
3

3

1.
2.
3.
4.
5.
S.D.
2.77
2.73
2.72
2.74
1.166
.959
1.107
.909
3.01
2.83
2.92
.879
.961
.833
62
3 ()
6.
7.
8.
9 .
10.
11.
12.
13.

14.
15.

16.
17.
18.

3.12
3.21
3.16
.910
.841
.801
2.74
2.84
2.79
2.79
.946
.870
.899
.806.
3.33
3.11
2.185
.949
3.00
1.050
3.14
1.083
3.15
3.18
3.16
1.082
.933
.934
3.06
3.06
3.12
3.08
.927
.836
.829
.781
2.98
.665
63
3
400
2.98

2.74

2.77, 2.73 2.72

2.92

3.01 2.83

3.16

3.12 3.21

2.79

2.84, 2.79 2.74
64

3.14

3.33, 3.11 2.83

3.16

3.18
3.15

3.08

3.12
3.06
65
4
()
4 ()

1.
Call Center

2.
()
68
44
88
128
72
400
17.00
11.00
22.00
32.00
18.00
100.00
232
120
32
16
400
58.00
30.00
8.00
4.00
100.00
4
400

Call Center 128 32
88 22 72 18
68 17 44 11

232 58.00
120 30 32 8 16
4
66
Min
Max
S.D.
50
7.81
8.692
5
400
1
1 50 8.692
5

6
1.
3.66
2.
3.27
3.
3.28
S.D.
.993
.916
1.002
67
1.
3.66
2.
3.27
3.
3.28
6
1.

2.
3.
-
4.

5.
6.
95
25
62
72
8
138
400
68

400

Digital

7

1

1.1
H0 :
H1 :
Independent t-test
95% (H0) .05

69
Levene's test for Equality of Variances

F
Sig.
9.815
.251

1 Sig. .251 .05
(H0) (H1) 1
0.05
8
t test for Equality of Means
8.42
7.35
S.D.
10.561
6.947
t
1.151
df
398
p
.251
8
Independent t-test
1 Probability (p) .251 .05
(H0) (H1)
1
.05
70
1.2
H0 :
H1 :
(One
Way Analysis of Variance : One Way ANOVA) Brown-Forsythe
95% (H0) prop. (p) .05
ANOVA
Brown-Forsythe
(H0) (H1)
(Multiple Comparison) Least Significant Difference
(LSD) Dunnetts T3 .05

9
1
** 0.01
Levene
Statistic
5.946**
df1 df2
4
Sig.
395 .000

1 Sig. .000 .01
(H0) (H1) 2
0.01
1
Brown-Forsythe
71
10 1
Brown-Forsythe
Statistic
1
3.269*
* .05
df1
4
df2
182.569
Sig.
.013
10 Sig. 0.013
0.05 (H0) (H1)
1 0.05

Dunnett T3
11
1 DunnettsT3
25
26 35
9.00
5.85
36 45
9.33
46 55
8.56
56
10.33
25
9.00
-
26 35
36 45
46 55
56
5.85
3.154
(.247)
-
9.33
-.333
(1.00)
-3.487*
(.013)
-
8.56
.438
(1.00)
-2.716
(.184)
.771
(1.00)
-
10.33
-1.333
(1.00)
-4.487
(.414)
.771
(1.00)
-1.771
(.996)
-
* .05
72
11
1 Dunnetts T3
26-35
1 36-45
0.05 ( Sig. 0.013 < 0.05 ) 3.487

1.3
H0 :
H1 :
(One Way
Analysis of Variance : One Way ANOVA) Brown-Forsythe
95% (H0) prop. (p) .05
ANOVA
Brown-Forsythe
(H0) (H1)
(Multiple Comparison) Least Significant
Difference (LSD) Dunnetts T3 .05

12
1
** 0.01
Levene
Statistic
15.089*
df1 df2
2
Sig.
397 .000
73

1 Sig. .000 .01
(H0) (H1) 2
0.01
1
Brown-Forsythe
13 1
Brown-Forsythe
Statistic
1
2.895
* .05
df1
df2
Sig.
159.055
.058
13 Sig.
0.58 0.05 (H0) (H1)

1.4
H0 :
H1 :
(One Way
95% (H0) prop. (p) .05
ANOVA
Brown-Forsythe
(H0) (H1)
74

14
1
** 0.01
Levene
Statistic
7.084**
df1 df2
4
Sig.
395 .000

1 Sig. .000 .01
(H0) (H1) 1
2 0.01
1
Brown-Forsythe
15
Statistic
1
6.761**
** 0.01
df1
4
df2
Sig.
202.145 .000
15 Sig. .000
0.01 (H0) (H1)
1
0.01
Dunnett
T3
75
16
1 Dunnetts T3
X
/
9.83
5.59
9.88
1.50
9.83
/
/
8.17
5.59
8.17
1.667
(.985)
-
4239
(.097)
2.572
(.107)
-.047
(1.00)
-1.713
(.828)
8.333**
(.000)
6.667**
(.000)
-4.285**
(.000)
4.095**
(.000)
8.380**
(.000)
9.88
1.50
* * .01
16
1
Dunnetts T3

1
0.01 ( Sig. 0.000 < 0.01 ) 8.333
76

1 0.01 (
Sig. 0.000 < 0.01 ) 6.667
/
1 /
0.000 ( Sig. 0.000 < 0.01 ) 4.285
/
1
0.000 ( Sig. 0.000 < 0.01 ) 4.095

1
0.000 ( Sig. 0.000 < 0.01 ) 8.380
1.5
H0 :
H1 :
(One Way
95% (H0) prop. (p) .05
ANOVA
Brown-Forsythe
(H0) (H1)

77
17
Levene
Statistic
1
13.510**
** 0.01
df1 df2
Sig.
.000
395

1 Sig. .000 .01
(H0) (H1) 1
2 0.01
1
Brown-Forsythe
18 1
Brown-Forsythe
Statistic
1
5.843**
* 0.01
df1
df2
Sig.
269.332
.000
18 Sig. 0.000
0.01 (H0) (H1)
1 0.01

Dunnett T3
78
19
1 Dunnetts T3
10,001
20,000
30,001
40,001
10,000 20,000 30,000 40,000
8.57
5.96
7.24
11.87
6.08
X
8.57
2.607
1.336
-3.295
2.488
10,000
(.238)
(.982)
(.458)
(.392)
10,001
5.96
-1.271
-5.902**
-.119
20,000
(.912)
(.001)
(1.000)
20,001
-4.631
1.152
30,000
7.24
(.058)
(.973)
30,001
5.783*
40,000 11.87
(.003)
40,001
6.08
* 0.01
** 0.05
19
1
Dunnetts T3
10,001 20,000
1
30,001- 40,000 0.01 ( Sig. 0.001 < 0.01 ) 5.902
30,001 40,000
1 40,001
0.01 ( Sig. 0.003 < 0.01 ) 5.902
79
1.6
H0 :
H1 :
(One Way
95% (H0) prop. (p) .05
ANOVA
Brown-Forsythe
(H0) (H1)
(Multiple Comparison) Least Significant Difference (LSD)
Dunnetts T3 .05

20
Levene Statistic
3
1.612
df1
df2
Sig.
396
.186

1 Sig. .186 .05
2
1 Sig. .186 .05
(H0) (H1) 1
2 0.05
80
21
SS
df
164.626
3
29976.934 396
30141.560 399
MS
54.875
75.699
FFRatio Prop
.725
.538
21
One Way ANOVA
(H0) (H1)
1
.05
2
H0 :
H1 :
(Pearson
product moment correlation coefficient) 95% (H0)
.05
81
22

1.
2.
3.
4.
5.

6.

7.
8.
9.
n
400
400
400
-.038 .443
.163** .001
.165** .001
400
.127*
.011
400
.032
.525
400
.112*
.025
400
.086
.087
400
.098
.051
400
.165** .001
400
.111*
400
400
-.057
.097
.026
.253
.054
-
82
22 ()
10.

11.
12.
13.
14.
15.
r
p
400
.162** .001
400
-.005
.918
400
.087
.084
400
.106*
.034
400
.081
.107
400
.116*
.021
400
.214** .000
400
400
.163** .001
.136** .007
* 0.05
** 0.01
83
22

(Pearson product moment correlation coefficient)

1 Probability (p) .007
.01 (H0) (H1)

1
.05
1

1 Probability (p)
.011 .05 (H0) (H1)

1
.05
1

1
Probability (p) .443 .05 (H0)
(H1)
1 .05
1
(H1)
1
84
.01
1
-

(H0) (H1) -

1 .01
-
1

1 Probability (p)
.051 .05 (H0) (H1)

1
.05

1 Probability (p) .525 .05 (H0)
(H1)
1
.05

1
(H1)

1 .05
85
1

1 Probability (p)
.087
.05 (H0) (H1)

1
.05

1
(H1)
1
.05

1
(H1)
1
.01
1

1
(H1)

1 .05
86
1
(H1)
1 .05

1 Probability (p)
.034 .05 (H0) (H1)

1 .05
1

(H0) (H1)

1 .01
1
(H1)
1 .05
87

(H0) (H1)

1 .05
1
(H1)

1 .01
1
(H1)
1 .05
1
(H1)
1
.01
1
1
88
(H1)
1
.01

1
3

H0 :

H1 :

(Pearson product moment correlation coefficient) 95%
(H0) .05
89
23

1.
400 -.100*
.045
2.
400 -.106*
.034
3.
4.
5.
6.
400
400
.054
-.058
.283
.245
400
400
400
.025
.060
.048
.615
.233
.341
400 .125*
.012
.180
.033
7. 400 .067
400 .107*
90
23 ()
8.
400
.007
.134**
400
400
-.077
-.075
.124
.135
400
-.087
.081
400
-.087
.083
400
-.104*
.038
400
-.072
.153
400
.056
.262
400
-.013
.789
9 .
11.
12.
13.
14.
15.
91
23 ()
16.
17.
400
.009
.859
18.
400
.064
.199
400
.063
.210
400
-.034 .503
400 .102* .041
* 0.05
** 0.01
23

(Pearson product moment correlation
coefficient)
1
92
(H1)

1 .05

(H0) (H1)

1
.05

1
(H1)
1
.05
1

(H0) (H1)

1 .05

1
93

(H0) (H1)
1
.05

(H0) (H1)

1
.05

(H0) (H1)

1 .05

(H0) (H1)
1
.05
94

(H0) (H1)

1 .05

1

(H0) (H1)
1
.05
1

(H0) (H1)

1 .05

.05 (H0) (H1)
95

1
.05

1

(H0) (H1)

1 .01

1

(H0) (H1)
1
.05

(H0) (H1)

1 .05
96

(H0) (H1)

1 .05
1

(H0) (H1)

1 .05

.05 (H0) (H1)
1 .05

1 Probability (p)
.083 .05 (H0) (H1)

1
.05
97

.05 (H0) (H1)

1 .05

.05 (H0) (H1)
1 .05

(H0) (H1)

1 .05

1
(H1)

1 .05
98

.05 (H0) (H1)
1 .05

(H0) (H1)
1 .05

1

(H0) (H1)

1 .05
4

H0 :
H1 :
99

(Pearson product moment correlation coefficient) 95%
(H0) .05
24

r
p
1.
400
.405**
.000
400
.189**
.000
2.
3.
400 -.122* .015
* .05
* * .01
24

(Pearson product moment correlation coefficient)

(H1)
1

.01 (r) 0.405
100

(H1)
1

.01 (r) 0.189
1


(H1)
1

.01 (r) -0.122
1

101
25
1

(
)
t-test
ANOVA
ANOVA
ANOVA
ANOVA
ANOVA
Pearson
correlation
Pearson
correlation
Pearson
correlation
102

1.

2.
3.

4.

103

1.

2.
3.

4.

400
104

400

(Questionnaire) 6
1
(Open-ended response question) 6
2 (Dichotomous choices) (Multiple choices)
2
15 ( 7-21)
(Interval Scale) 5
3
18 ( 22-39)
(Interval Scale) 5
4 3 (4042) (Multiple Choice Questions)
2 ( 40- 41) 42 3
(Ratio Scale)
5
3 (43-45) Semantic differential scale
(Interval scale) 5
105

2
3.1 (Primary data)
400
3.1.1

3.1.2
3.2 (Secondary data)

1. (Editing)
2. (Coding)
3.
SPSS (Statistic Package for Social Sciences)
4. 1

5. 2 3

5
Semantic Differential Scale 1
5 Interval Data
6. 3

106
7.

5 Semantic Differential Scale
1 5 Bipolar Adjective

Interval Data

1. (Descriptive statistic)
1.1
1 2
( 40- 41) 4 (Frequency)
(Percentage)
1.2

2,3,4 ( 3) 5
(Mean) (Standard Deviation)
2. (Inferential statistic)
2.2 (Inferential statistics)
2.2.1 1

2.2.1.1 t-test (Independent t-test)
2
2.2.1.2 (Oneway ANOVA) 2

2.2.2 2

107
(Pearson Product Moment Correlation

Coefficient) 2
2.2.3. 3

(Pearson Product
Moment Correlation Coefficient) 2
2.2.4 4

(Pearson Product Moment Correlation
Coefficient) 2
t-test (Independent t-test)

1.
(One-way
ANOVA)
2.
3.
4.
5.
6.

(Pearson Product Moment Correlation Coefficient)
7.
8.

9.
108
1
57.00 25-35
39.00 50 /
37.00 10,000 10,001-20,000
28.00 51.00
2

3.12

3.11

-
3.15, 3.11 3.08

3.22

3.33, 3.31, 3.20
109

3.33

3.50

3.31 3.20

3.15

3.34, 3.07 3.05

2.68

2.84

2.38
110
3

2.98

2.74

2.77, 2.73 2.72

2.92

3.01 2.83

3.16

3.12 3.21

2.79
111

2.84, 2.79 2.74

3.14

3.33, 3.11 2.83

3.16

3.18
3.15

3.08

3.12
3.06
112

Call Center 128 32
88 22 72 18
68 17 44 11

232 58.00
120 30 32 8 16
4
5

1.
3.66
2.
3.27
3.
3.28
6

400

Digital

113
1.1

1
.05
1.2

1 0.01
1.3

1 .05
1.4

1 0.01
/
1 /
/ ,
114
1

1.5

1 0.01
10,001 20,000
1 30,001- 40,000
30,001 40,000
1 40,001
1.6

1 .05

.05

1
.05
115
1
.05
1
.01
-
1
.01

1
.05

1 .05

1 .05

1
.05

1
.05

1 .01
116

1
.05
1
.05

1
.05

1
.01

1 .05

1 .05

1

.01

1 .05
117
1
.01

1 .01
3

.05

1 .05

1
.05

1 .05

1
.05
118

1 .05

1 .05

1 .05

1 .05

1 1
.05

1
.05

119
1
.01

1 .05

1 .05

.05

1 .05

1 .05

1
.05

1
.05

1 .05
120

1 .05

1
.05

1
.05

1
.05

1 .05
4
0.01

0.01
121

.05

1

1

1
56
1 36-45 , 25 , 46-55 ,
26-35 (2541 : 105-109)

/
1 , /
, / ,
(2541 : 105-109)

122
30,001-40,000
1
10,000 , 20,001- 30,000 , 40,001 10,001-20,000
(2541 : 105109)

, -

123

(2543 : 87)
:

124
(
; . 2541: 81)
1. (Customer Value)

2. (Cost to Customer)
3. (Convenience)
4. (Communication)

5. (Caring)

6. (Completion)
7. (Comfort)

4

125

(2541 : 128)

(2538 : 55)
(Drive)
(Tom Reilly.1996:31)

1. 25-35
/ 10,000
10,001-20,000

2.

126
3.

Digital
1.

2.

3.

4.

128
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Engel, James F. Roger D. Blackwell ;& Paul W. Miniard. (1993). Consumer behavior. 7th ed. Fort
Worth : The Dryden Press, Inc
Etzel, Michael., Bruce J Walker ;& William J.Stanton. (1997). Marketing International ed. New
York : Mcgrew-Hill,Inc.
Kotler, Philip. (2000). Marketing Management.11 th ed. New Jersey: Prentice-Hall, 2004.
Kotler, Philip ;& Gary Armstrong, Principles of Marketing. 9th Ed. New Jersey: Prentice-Hall,
Inc., 2001.
Shiffman Leon G.; Leslie Lazar Kanuk ;& Leslie Lazar. (1994) Consumer Behavior. 5th Ed. New Jersey:
Prentice-Hall.
133
:
1 :
X [ ]
1.
[ ] 1.
[ ] 2.
2.
[ ] 1. 25
[ ] 2. 25-35
[ ] 3. 36-45
[ ] 5. 56
3.
[ ] 1.
[ ] 3.
4.
[ ] 1.
[ ] 2. /
[ ] 3. /
[ ] 4. /
[ ] 5. .........
5.
[ ] 1. 10,000
[ ] 3. 20,001-30,000
[ ] 5. 40,000
6.
[ ] 1.
[ ] 3. //
[ ] 4. 46 -55
[ ] 2.
[ ] 2. 10,001-20,000
[ ] 4. 30,001-40,000
[ ] 2. /
134
2
X [ ]
1.
2.
3. -
4.
5.
6.
7.
8.
9.
(1)
(2)
(3)
(4)
(5)
135
10.
11.
12.
13.
14.
15.
(1)
(2)
(3)
(4)
(5)
136
3
X
1.
2.
3.
4.
5.
6.
7.
8.
9 .
10.
11.
12.
(1)
(2)
(3)
(4)
(5)
137
13.
14.
15.
16.
17.
18.
(1)
(2)
(3)
(4)
(5)
138
4
1.
1)
3)
5) ........
2.
1)
3)
2)
4) Call Center
2)
4)
3. 1 _____
5
4.
____:____:____:____:____
5 4 3 2 1
5.
____:____:____:____:____
5 4 3 2 1
6.
____:____:____:____:____
5 4 3 2 1
6
7. ..................................................................................................
139
140
1.
2. .
142
.. 2538
.. 2541
.. 2551

29 2523
91/145 . . .
. 10200
.. 2003
( -)

()
()

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2551

SERVICE QUALITY AND SERVICE USERS SATISFACTION TOWARDS SERVICES AT

Presented in Partial Fulfillment of the Requirements for the

6. (Social and Economic Status)

(Lovelock. 1996: 50) 3

2. (Medium Contract Service)

(Dimensions of service Quality)

(Services Product Development)

3 (Marketing Tools Services)

(Marketing Mix) 4PS

(Physical evidence and

4 (Marketing Tools for Services)

( ; . 2546: 7; Kotler. 2003)

(2546: 90 - 93) (Customer

(Product Competitive Differentiation)

(Product Competitive Differentiation)

((Total Customer Value)

6 (Customer Added Value) :

2.5 (Repurchase Intention)

4. (Lost Customer Analysis)

(Consumer Behavior Defined)

. ( . 2537: 6; E. Engel & Paul 1994: 3)

2. (Relationship Between Basic

(Analysis Consumer Behavior)

1.2 (Mean X) ( . 2545: 39)

1.3 (Standard Deviation S.D.)

2. (Reliability of the test)

3.2 F-test (One Way

(Between Sum of Squares)

(Mean Square between groups)

Dunnett T3 (Keppel.1982: 153-155)

Levene's test for Equality of Variances

Levene's test for Equality of Variances

t test for Equality of Means

Levene's test for Equality of Variances

Levene's test for Equality of Variances

Difference (LSD) Dunnetts T3 .05

Levene's test for Equality of Variances

Levene's test for Equality of Variances

Levene's test for Equality of Variances

400 .102* .041

Probability (p) .000 .01 (H0)

Probability (p) .000 .01 (H0)

Probability (p) .015 .01 (H0)

(Pearson Product Moment Correlation

t-test (Independent t-test)

. (2543). SPSS for Widows 7-10:

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