Customers’ Attitudes Affecting Their Satisfaction and Word of Mouth Communication: A Case Study of Lakchang Tambon Administrative Organization, Changklang District, Nakhon Si Thammarat

Abstract

The subjects of this research on “Customers’ attitudes affecting their satisfaction and word-of-mouth communication regarding services offered by Lakchang Tambon Administrative Organization, Changklang District, Nakhon Si Thammarat” were chosen by means of non-probability and convenience sampling
methods. Research questionnaires were distributed to 400 participants, and the data collected were analyzed with the Statistical Package for Social Sciences (SPSS)
for values, frequency distribution, percentage mean and standard deviation. Also used in data analysis were T-test, One-way ANOVA and Multiple Regression analysis.

The results of this study reveal that
1. Customers’ satisfaction towards overall services offered by Lakchang Tambon Administrative Organization is at a high level (Mean = 3.52). The subject’s satisfaction towards the quality of services is very high and can be classified, according to their degree of satisfaction, as follows: The “first come, first served”
principle (Mean = 3.64) ranks the highest, followed by “equal service without prejudice” principle (Mean =3.61), while “customers’ feedback” (e.g. in the forms of a comment box or comment cards) ranks the lowest (Mean = 3.41). Customers’
satisfaction towards the services is not different, with statistical significance, among customers with different demographic profiles (gender, age, marital status, education,
career, average monthly salary and types of service received).

2. Customers’ word-of-mouth communication (positive speaking) regarding the services by Lakchang Tambon Administrative Organization is at a moderate level (Mean = 3.31). Their word-of-mouth communication (positive speaking) can
be illustrated (by degree) as follows: The highest is positive speaking in the neighborhood about behaviors of officers at Lakchang SAO (Mean = 3.37). This is followed respectively by positive speaking in the neighborhood about Lakchang
SAO’s promotion of local participation in festive events (Mean = 3.36) and the local’s ability to correct the inaccurate information about Lakchang SAO (Mean = 3.19). It is also found that the level of word-of-mouth communication (positive
speaking) is not different, with statistical significance, among customers with different demographic profiles (gender, age, marital status, career, average monthly salary and types of service received), except for education.

3. Customers’ word-of-mouth communication (word-of-mouth) regarding the services by Lakchang Tambon Administrative Organization is also at a moderate level (Mean = 3.40). Their word-of-mouth communication (word-of-mouth) can be
illustrated (by degree) as follows: The highest is the local’s ability to provide information about the range of services offered by Lakchang SAO (e.g. services for tax payers, mobile units for elderly living sustenance) (Mean = 3.48). This is followed
respectively by the local’s constant positive speaking about Lakchang SAO (Mean = 3.42) and the local’s ability to convey their satisfaction about Lakchang SAO to those in hesitation (Mean = 3.35). In this area, Researcher finds that the level of
word-of-mouth communication (word-of-mouth) is not different, with statistical significance, among customers with different demographic profiles (gender, age, education, career, average monthly salary and types of service received), except for marital status.

4. Except for the factor of venue, other customers’ attitudinal factors (staff, working procedures, facilities and public relations) can forecast, with statistical significance, customers’ level of satisfaction towards the services by Lakchang Tambon Administrative Organization.

5. Except for the factors of venue and facilities, other customers’ attitudinal factors (staff, working procedures and public relations) cannot forecast, with statistical significance, customers’ word-of-mouth communication (positive speaking and word-of-mouth) regarding the services by Lakchang Tambon Administrative Organization.

From the research findings, it can be concluded that Lakchang Tambon Administrative Organization, Changklang District, Nakhon Si Thammarat should develop its quality of service to raise customers’ satisfaction in the following 4 aspects: staff, working procedures, facilities and public relations. This effort will in the end influence the increase in customers’ satisfaction. In addition, the improvement of venue and facilities will have a positive impact on word-of-mouth communication (positive speaking and word-of-mouth).