SERVICE QUALITY OF STANDARD AUTOBODY REPAIR AND PAINTING SERVICE CENTER IN NONTHABURI PROVICE

Abstract

The purpose of this research were to 1) study the service marketing mix factors and other factors affecting the service quality of the standard Auto body and Painting Repair Service Center. 2) study the problem and obstacles affecting the service quality. and 3) study the quality in service provided of Auto body and Painting Service Center in Nonthaburi Province. The population is those who have used the service of Service Center in Nonthaburi. There are many and do not know the exact number. The samples were 400 persons. Instrument used to collect the data was questionnaires. Statistics used in the research were percentage, mean, standard deviation, t-test and Regression Analysis.

The study found that the seven of service marketing mix factors are as product/service, price, place, promotion, personnel, process and physical aspects in overall was at a high level of an effect on the service quality. The variance (R2) of service quality was 28.10% as statistically significant at the .05 level. Other factors that affected the quality of service at a high level. The variance (R2) of service quality was 2.50% as statistically significant at the .05 level. The problem and obstacles affecting service quality were personnel time and location and equipment in overall the average was low level. The result of the analysis of acceptance in service quality standards of Auto body and Painting Service Center in Nonthaburi were accepted at a significant level of .05