PUBLIC RELATIONS STRATEGIES AND DEVELOPMENT OF AFTER-SALES SERVICE TECHNIQUES BY THE COMPUTER ENRPRENEURS IN PHITSANULOK

Abstract

This study public relations strategies and the developments of after-sales service techniques by the computer enterpreneurs in Phitsanulok. The samples of this study are the computer business owners who have registered with Phitsanulok Office Commercial, Affairs. Purposive Sampling method was applied with 76 subjects and the data were collected by using of questionnaire. The statistics used for data analysis were percentage mean and standard deviation. T-test, F-test, Least Significant Difference (LSD) test and Multiple Correlation Coefficient were employed to test hypothesis in the study.

The Comparison of opinions on the use of management techniques were found that 1) in regards to personnel factors, entrepreneurs with different ages had different public relations strategy and development of after-sales service techniques. Product, price, location, marketing promotion Personnel in providing services and the service process aspect is different; and 2) in regards to servicing behavior, the entrepreneurs with different Entrepreneurs with different frequency of services have public relations strategies and develop after sales service techniques in terms of price, location, marketing promotion. Personnel in service provision and service process were different.

The multiple coefficient analysis between opinions the use of management techniques and planning management relationship and influence on public relations strategies and the development of after-sales service techniques of computer distribution and repair operators in Phitsanulok province. Statistical significance level .05 and with coefficient of prediction (R²= .133).