Factors Affecting User Satisfaction in the Legal Service Business. Case Study: Attorney's Office in the Area of Khon Kaen Municipality, Mueang District, Khon Kaen Province

Abstract

This research aimed to 1) examine customer satisfaction with the legal service businesses, and 2) investigate the factors of the marketing mix that influence customer satisfaction in legal service businesses, with a case study of law firms located in the Khon Kaen Municipality, Mueang District, Khon Kaen Province. The research employed a quantitative approach. The sample consisted of 400 individuals who had previously used legal services from law firms in the Khon Kaen Municipality, selected through a non-probability sampling method. The research instrument was a questionnaire. Data analysis was conducted using statistical software, including descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics such as t-test, F-test, and multiple regression analysis. The findings revealed that 1) customers of law firms in the Khon Kaen Municipality reported a high to very high level of satisfaction, placing the greatest importance on reputation, credibility, service quality, attentiveness and expertise of personnel, and the promptness of service delivery. However, location and convenience of facilities remained areas that required improvement. And 2) Four key factors were found to significantly influence customer satisfaction (1) marketing promotion and location, which had the greatest influence and included convenience of travel, parking availability, advertising, promotional activities, and payment terms; (2) physical environment, including suitability of space, cleanliness, and available facilities; (3) product and service pricing, covering company credibility, fairness of price relative to service quality, and continuous service improvement; and (4) personnel, referring to courteous service, expertise, professional advice, confidentiality of client information, and team responsibility. In contrast, the process factor did not significantly influence customer satisfaction.