อิทธิพลของคุณภาพการบริการที่ส่งผลต่อความพึงพอใจของผู้รับบริการสำนักงานคลังจังหวัดนครพนม

Orachon Riabchalee; Pattama Suriyakul Na Ayudhya; Nattanan Saksamrit

Authors

Orachon Riabchalee Graduation School, Kasetsart University, Bangkok, Thailand.
Pattama Suriyakul Na Ayudhya Department of Business Administration, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Bangkok, Thailand.
Nattanan Saksamrit Department of Business Administration, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Bangkok, Thailand.

Keywords:

Service Quality, Customer Satisfaction, Provincial Comptroller Office

Abstract

This study, entitled “The Influence of Service Quality on Service Recipients’ Satisfaction at the Nakhon Phanom Provincial Comptroller Office,” aimed to (1) examine the levels of service quality and service recipients satisfaction and (2) analyze the influence of service quality on customer satisfaction within the framework that explains the relationship between service process and service outcomes. A quantitative research design was employed. Data were collected using a structured questionnaire from 400 service recipients and representatives of public sector agencies who had contacted the Provincial Comptroller Office. The data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that the overall level of service quality was at the highest level (𝑥̄ = 4.73, S.D. = 0.445), and overall service recipients’ satisfaction was also at the highest level (𝑥̄ = 4.70, S.D. = 0.458). The results of hypothesis testing indicated that service quality had a statistically significant positive influence on service recipients’ satisfaction at the .05 level. The regression model explained 83.4% of the variance in service recipients’ satisfaction (Adjusted R² = .834, p < .05). Among the five dimensions of service quality, empathy and assurance were the strongest predictors of service recipients’ satisfaction. The findings suggest that enhancing service processes, particularly in terms of understanding service recipients and strengthening staff competence and reliability, plays a crucial role in improving service recipients’ satisfaction in provincial public financial management offices.

References

Aday, L. A., & Andersen, R. M. (1978). A framework for the study of access to medical care. Health Services Research, 9(3), 208–220.

Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2021). An assessment of the use of partial least squares structural equation modeling in hospitality research. International Journal of Contemporary Hospitality Management, 33(1), 291–310. https://doi.org/10.1108/IJCHM-12-2019-0985

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66.

Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585

Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.

Osborne, S. P. (2006). The new public governance? Public Management Review, 8(3), 377–387.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Prentice, C., Lopes, S. D., & Wang, X. (2022). The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty. Journal of Retailing and Consumer Services, 64, 102755. https://doi.org/10.1016/j.jretconser.2021.102755

Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions on customer satisfaction and loyalty. The TQM Journal, 32(3), 543–558.

https://doi.org/10.1108/TQM-07-2019-0187

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill.

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Free Press.