SERVICE QUALITY AFFECTING CUSTOMER ENGAGEMENT OF A TRADITIONAL BUILDING MATERIALS STORE: IN THE CASE OF MEEKARNCHAANG 3 IN SELAPHUM DISTRICT, ROI ET PROVINCE

Abstract

This research aimed to: 1) study the level of importance of service quality of traditional construction material stores, with a case study of Meekarnchang 3, Selaphum District, Roi Et Province; 2) study the level of customer engagement with the traditional construction material store, with a case study of Meekarnchang 3, Selaphum District, Roi Et Province; 3) compare customer engagement with the traditional construction material store, with a case study of Meekarnchang 3, Selaphum District, Roi Et Province, classified by personal factors; and 4) investigate the relationship and impact of service quality on customer engagement with the traditional construction material store, with a case study of Meekarnchang 3, Selaphum District, Roi Et Province. Data were collected from a sample of 400 respondents using a questionnaire. The data were analyzed using descriptive statistics and inferential statistics, including the independent-samples t-test, one-way analysis of variance (ANOVA), Pearson’s correlation coefficient, and multiple regression analysis. The results revealed that the overall service quality of the traditional construction material store, with a case study of Meekarnchang 3, Selaphum District, Roi Et Province, was at a high level (Mean = 4.04, SD = 0.42). The overall customer engagement with the traditional construction material store was also at a high level (Mean = 4.09, SD = 0.45). Service quality had a positive relationship with customer engagement with the traditional construction material store, with a moderate to high positive correlation (r = 0.627-0.771). Among the dimensions of service quality, reliability had the greatest impact on customer engagement (Beta = .331), followed by Tangibles (Beta = .230) and assurance (Beta = .206), respectively.

Keywords: Service Quality, Customer Engagement, Traditional Construction Material Store