Development of Service Quality of PTT Gas Station in Mueang Roiet District, Roiet Province
Keywords:
Marketing Mix, Service Beyond Expectations, Service QualityAbstract
This research aims to study 1) To study 7Ps marketing mix factors and service beyond expectation strategy that influence the service quality of PTT gas stations in Mueng Distict, Roi-et Province. 2) To study marketing mix factors and service creation strategies beyond expectations that affect service quality of PTT gas stations in Mueang District Roi-ed. 3) To purpose the guidelines for developing the service of PTT gas stations in Mueang District Roi-ed. The samples were 400 of the users of PTT Gas Station in Mueang District Roi Et Province. The data were collected by using questionnaire and statistical used for data analyzing were frequency, mean and multiple regression analysis. The research found that variables that could predict the service quality of PTT gas stations in Mueang District, Roi-et Province were product, process, service, price, customer relationship management, staff, branding service and distribution channel. They can predict the quality of service of PTT gas stations in Mueang District Roi-ed. Overall in the same direction all 7 or 8 variables have the predictive power equal to (R2=.954) or 95.40 percent with statistical significance at 0.05.
References
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Zeithaml, V. A., and Bitner, M. J. (1996). Service Marketing: Customer Focus Across the Firm. 2nd edition. Massachusetts: McGraw-Hill.P. 75-99
Aow Jarng. (2014). The impact of brand value on purchasing decision behavior of consumers in Khon Kaen Province. Master of Science Thesis (Business Economics): Mahasarakham University. [In Thai].
Bhubase Kositakard. (2015). Marketing Mix Affecting Private Car Users Towards Using Petrol Stations in Mueang Lampang District. Master of Business Administration. Chiang Mai University. [In Thai].
Chaisompol Chowprasert. (2006). Service Marketing. 7th edition. Bangkok: SE-EDUCATION.
Chirattha Moayadee. (2013). CONSUMER BEHAVIOR IN CHOOSING PTT GAS STATIONS IN AMPHOE MUANG OF LAMPANG PROVINCE. Master of Business Administration Thesis: Nation University. [In Thai].
Department of Energy Business, Ministry of Energy. (2017). Gas station statistics. [Online] http://www.doeb.go.th/2017. [12 November 2018]. [In Thai].
Hair, J. F. Jr. Black, W. C., Babin, B. J. Anderson, R. E. and Tatham, R. L. (2006). Multivariate data analysis. 6th edition. New Jersey: Prentice Hall.
Jaijune, Natchaya. (2016). The Effect of Brand Image and Perceived Value on Consumer Decision to Purchase Dietary Supplement in Bangkok. Master of Business Administration Thesis, Graduate School, Bangkok University. [In Thai].
Jirayu Janthongkeaw. (2014). Community Attitude Towards Social Responsibility Activities of Khanom Gas Separation Plant, PTT Public Company Limited. Master of Business Independent study (Business Administration): Walailak University. [In Thai].
Jumpol Pandee. (2014). Front office service quality awareness of Provincial Electricity Authority: A case study of Big C, Phitsanulok Province. Master of Business Administration Thesis (Business Administration): Burapha University. [In Thai].
karnkes Keawthepha. (2012). Marketing Mix and Consumers Behavior Toward Gas Stations the three Borders Southern Part of Thailand. Independent Study, Master of Business Administration: Yala Rajabhat University. [In Thai].
Karnrawee Phitakphaisarnphakorn. (2007). The marketing factors that influence consumer behavior in the selection of gasoline service station in Bangkok. Master of Business Administration Thesis (Business Administration), St. John's University. [In Thai].
Kotler, Philip. (1997). Marketing Management: analysis, planning, implementation and Control upper Suddle River. New Jersey: Prentice Hall international.
List of participating stations, plus Singha drinking water. (2017). List of participating stations, plus Singha drinking water. [Online] www.PTTPIC.COM [23 April 2562]. [In Thai].
Narasri Vaivanijkul and Chusak Arunsri. (1995). Business Research Methodology. 6th edition. Bangkok: Chulalongkorn University Press. [In Thai].
Natcha Sopaporn and Preeda Chaiya. (2017). “The human resource competency and service quality of three-star Hotels in khonkaen”. Journal of Graduate School, Pitchayatat, 12 (1): January-June 2017. [In Thai].
Natlada Srikajorn. (2015). CUSTOMERS CHOICE OF GAS STATIONS IN THE BANGKOK METROPOLITAN AREA, THAILAND. Master of Business Administration : Thammasat University. [In Thai].
Nipon Charoensittiphan. (2013). Satisfaction people on the service quality of PTT Station : a case study PTT Station, Pak Kret district, Nonthaburi province. Master of Arts (Political Science) Thesis: Kasetsart University. [In Thai].
Oracha Bunsri. (2016). Guidelines for brand development and differentiation of Contemporary jewelry products in the category of Fiber Jewelry. Master of Business Administration Thesis (Business Administration): Burapha University. [In Thai].
Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry. (1988). “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality”. Journal of marketing, 64, Spring: 12-40.
Parasuraman, A., Zeithaml, V., Berry, L.L., (1985). “A conceptual model of service quality and its implications for future research”. Journal of Marketing, 49, Autumn, pp. 41-50.
PTT Public Company Limited. (2016). Annual Report 2016. Bangkok: PTT Public Company Limited. [In Thai].
PTT Public Company Limited. (2017). PTT launches service station Friendly Design 4 April 2017. [Online] https://autoinfo.co.th/mLtvV [12 October 2017]. [In Thai].
Siraprapa Nopchaiya. (2015). FACTORS AFFECTING CAFÉ AMAZON COFFEE PURCHASES AT PTT GAS STATIONS IN THE BANGKOK METROPOLITAN AREA, THAILAND. Master of Business Administration : Thammasat University. [In Thai].
Siriwan Serirat et al. (1998). Modern Marketing Management. Bangkok: Thira Film and sitex Company Limited. [In Thai].
Suda Koprapatpong. (2009). Factors Affecting the Decision-Making in Consuming at Gas Station Located on Asian Highway 41: Chumphon-Surat Thani. Master of Business Administration Thesis (Business Administration) Surat Thani Rajabhat University. [In Thai].
Suwanna Dokmaiklee and Yaowapa Pathomsirikul. (2015). “Marketing Strategies : Customer Relationship Management and Corporation Social Responsibility Affecting Customer’s Loyalty of the Mobile Telephone Networking Business in Bangkok Mettropolitan Area”. Journal of Graduate School of Commerece Burapha Review, 10 (2) : July-December 2015. [In Thai].
Zeithaml, V. A., and Bitner, M. J. (1996). Service Marketing: Customer Focus Across the Firm. 2nd edition. Massachusetts: McGraw-Hill.P. 75-99
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Published
2019-12-30
How to Cite
Suwunarungsi, S., Soonthornchai, A. P. D. P., & Chotechoei, A. P. D. N. (2019). Development of Service Quality of PTT Gas Station in Mueang Roiet District, Roiet Province. Journal for Developing the Social and Community, 6(2), 61–78. Retrieved from https://so03.tci-thaijo.org/index.php/rdirmu/article/view/233271
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