พฤติกรรมการใช้บริการที่ส่งผลต่อความพึงพอใจ ร้านทำเล็บเฌอแตม อำเภอเมือง จังหวัดสุราษฎร์ธานี

Adison Dokyaem; Pornsulee Sutthaso; Sangrawee Witoonpan; Suwaphat Khongyot; Teerapon Nakcharin; Muenpaer Mankong; Chittarnat Phonphichai; Weerayut Wanmat; Panthip Thongkhumhyu; Rattanaporn Kawseesai; Panta Chuleethongrerk

Authors

Adison Dokyaem Faculty of Management Sciences, Suratthani Rajabhat University
Pornsulee Sutthaso Faculty of Management Sciences, Suratthani Rajabhat University
Sangrawee Witoonpan Faculty of Management Sciences, Suratthani Rajabhat University
Suwaphat Khongyot Faculty of Management Sciences, Suratthani Rajabhat University
Teerapon Nakcharin Faculty of Management Sciences, Suratthani Rajabhat University
Muenpaer Mankong Faculty of Management Sciences, Suratthani Rajabhat University
Chittarnat Phonphichai Faculty of Management Sciences, Suratthani Rajabhat University
Weerayut Wanmat Faculty of Management Sciences, Suratthani Rajabhat University
Panthip Thongkhumhyu Faculty of Management Sciences, Suratthani Rajabhat University
Rattanaporn Kawseesai Faculty of Management Sciences, Suratthani Rajabhat University
Panta Chuleethongrerk Faculty of Management Sciences, Suratthani Rajabhat University

Keywords:

Customer Satisfaction, Service Usage Behavior, Service Business

Abstract

This research aims to examine the service usage behavior of clients at Cher Tam Nail Salon in Mueang District, Surat Thani Province, and its influence on their satisfaction. This quantitative study collected data via a questionnaire from a sample of 119 clients of Cher Tam Nail Salon, who were selected through convenience sampling. Data were analyzed using descriptive statistics, including percentage, frequency, mean, and standard deviation, as well as inferential statistics, including Pearson's correlation coefficient, and multiple regression analysis.

The findings revealed that the majority of clients are local residents. They primarily prefer gel polish services, with an average frequency of 2–3 visits per month and an average expenditure of 201–400 THB per visit. Overall customer satisfaction was at the highest level. In terms of specific aspects, personnel received the highest mean satisfaction score, followed by price, location, gel nail design, sales promotion, and online advertising, respectively. Furthermore, the regression analysis indicated that spending behavior was a statistically significant positive predictor of customer satisfaction. The resulting prediction equation is Y = 4.803+0.186*Spending

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