Service Quality and Service Marketing Strategies That Affect the Trust and Service Decision of Customers of Veterinary Hospitals in Phetchaburi Province

Abstract

             The objective of this research were to study; 1) service quality, service marketing strategy, trust and service decisions, 2) service quality that affects trust and service decisions, 3) service marketing strategies that affect trust and service decisions, 4) trust that affects service decisions and 5) service quality and service marketing strategies that affect the service decision of customers of veterinary hospitals in Phetchaburi province with trust as a mediator variable. The sample group used in this research was 323 customers or former veterinary hospitals in Phetchaburi province using convenient random sampling technique. The instruments used for data collection consisted of a questionnaire with the reliability value of 0.87. The statistics use for data analysis were frequency, percentage, mean, standard deviation, simple and multiple regression analysis.

 The research results were as follows: 1) service quality, service marketing strategy, trust and service decisions were averaged at a high level. 2) service quality has a positive influence on trust, statistically significant at the .01 level. The predictive efficiency of 89.6 percent and service quality has a positive influence on service decision, statistically significant at the .01 level. The predictive efficiency of 86.9 percent. 3) Service marketing strategies have a positive influence on trust, statistically significant at the .01 level. The predictive efficiency of 90.2 percent and service marketing strategies have a positive influence on service  decision, statistically significant at the .01 level. The predictive efficiency of 84.3 percent. 4) trust has a positive influence on service decisions, statistically significant at the .01 level. The predictive efficiency of 91.8 percent. and 5) service quality and service marketing strategies had a positive influence on the service decision of customers of veterinary hospitals in Phetchaburi Province, with trust being a partial mediator variable, statistically significant at the .01 level.