Factors of Service Quality Affecting The Decision Making To Use Services of Petrol Stations In Nakhon Phanom

Abstract

          This research aimed to study the factors of service quality affecting the decision making to use services of petrol stations in Nakhon Phanom. The samples of the study contained 400 service users of petrol stations in Nakhon Phanom. The questionnaires were used as the instrument for collecting data. The statistics, which were used for analyzing the data, consisted of frequency, percentage, standard deviation, and hypothesis testing with multiple regression at a statistical significance at 0.05.

          The findings of the research revealed that the respondents were mostly male, aged 21 – 30 years old with an education level of a bachelor’s degree, income of 10,001 – 20,000 baht and they have their own business/freelance careers.  For the part of service usage behavior, most responds have ever used the services of PTT Petrol Station, and they were satisfied with the services. Before making a decision to use the service, customers choose to receive information through personal sources, such as family members or friends. The reason for choosing to use the gas station service is the quality of the fuel. They used the services 1 – 2 times a week. Another service usage was toilet service. The average of filling petrol was 100 – 500 baht. The type of filled petrol was 91 octane gasoline. The results of hypothesis testing found that the factors of service quality affecting the decision making to use services of petrol stations in Nakhon Phanom consisted of 5 aspects: service concreteness, service reliability, service provider response, confidence, and attentiveness. These aspects influenced the decision making to use services of petrol stations in Nakhon Phanom with statistical significance at 0.05