Guidelines for service quality management to enhance customer confidence: A case study of a motorcycle sales and maintenance company in Bang Kruai District, Nonthaburi Province
Keywords:
management, quality of service, confidenceAbstract
The objective of this research were: 1. to investigate the level of service quality and the issues regarding lack of customer confidence, 2. to compare opinions on service quality and customer confidence, categorized by personal factors. This study employed a mixed-methods approach, utilizing both qualitative and quantitative methodologies. The key informants consisted of 6 service-related personnel, including customer service receptionists, chief mechanics, maintenance technicians, finance staff, and the branch manager. The sample comprised 350 customers. The research instruments included questionnaires and in-depth interviews. Data were analyzed using descriptive statistics and a comparative analysis based on demographic factors. The research findings revealed that the overall service quality management of the motorcycle dealership and maintenance center in Bang Kruai District, Nonthaburi Province was rated at the highest level, at 91.40 percent. When considering individual dimensions, the highest-rated aspect was tangibles, at 92.00 percent. Followed by responsiveness, at 91.60 percent. Conversely, reliability received the lowest mean score, at 89.80 percent. Regarding customer confidence, the results indicated that the overall confidence level was also at the highest level, at 90.40 percent. Analysis of specific dimensions showed that word-of-mouth behavior received the highest rating, at 93.00 percent. Followed by trust in service, at 91.60 percent and emotional attachment, at 89.80 percent. The dimension with the lowest mean score was repurchase intention, at 89.60 percent. Statistically significant at the 0.05 level. This resulted from service delays and a lack of service continuity. The comparative analysis of opinions toward service quality and customer confidence categorized by personal factors showed that while customers maintained the highest level of confidence and satisfaction, factors such as service consistency and speed remained critical areas where customers with varying backgrounds held differing expectations and perceptions of service quality. These factors significantly influence service priorities and require improvement to foster long-term repeat purchases.
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