EFFECTING FACTORS OF CUSTOMER SATISFACTION ON READY-MIX CONCRETE SERVICE USING STATISTICAL ANALYSIS APPROACHES: A CASE STUDY OF AN ABC COMPANY

Abstract

The objectives of this research were to analyze the factors affecting customers’ satisfaction in ready-mixed concrete service by using statistical approach, and to investigate satisfaction levels of customers for an ABC company in Phitsanulok province. The questionnaires used to collect the data were designed by using the Likert scale. The sample in this research was 120 customers ordering ready-mixed concrete. The acceptable sample size considered in this research was calculated by using Taro Yamane’s formula with 95% confidence interval. The data collected were analyzed by using both descriptive and inferential statistics including frequency, percentage, mean, standard deviation, and Chi-Square test. The results indicated that the factors on age, educational level, types of customers, and customer’s income were statistically significant with 95% confidence interval to select the service, excepted the factor on gender. In term of customer satisfaction, the analytical results showed that the highest level of customer satisfaction was the price of ready-mixed concrete. However, the lowest level of customer satisfaction was the service of mixed-concrete distribution to the customers.