Service Quality from Consumer's Point of View Towards Purchase Decision of Scientific Glassware (Case Study: Nk Laboratory (Thailand) Co. Ltd)

Abstract

This research aims to analyze service quality from consumer’s point of view that affects the purchase intention of scientific glassware, a case study of NK Laboratory (Thailand) Co., Ltd. The research methodology is quantitative research by distributing questionnaires in order to collect the data from 396 customers using products and services of NK Laboratory (Thailand) Co., Ltd. Statistical tools used to analyze data are frequency distribution, percentage, average, standard deviation, and multiple linear regression. The results showed that the majority of the samples were female (208 persons), aged between 20-30 years of age (171 persons), with a doctoral degree (227 persons), professors / educational personnel (170 persons) and earning 15,000 - 30,000 baht (104 persons). The results of hypothesis testing showed that service quality in the dimension of reliability, empathy, and assurance had a positive effect on the purchase intention of scientific glassware of NK Laboratory (Thailand) Co., Ltd. However, service quality in the dimension of tangibility and responsiveness did not affect to the purchase intention of scientific glassware of NK Laboratory (Thailand) Co., Suggestion for NK Laboratory (Thailand) Co. is that the company should focus and promote service quality in the dimension of reliability, empathy, and assurance in order to increase purchase decision.