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Publication
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| Research Title |
APPROACHES TO IMPROVE THE SERVICE QUALITY OF CUSTOMER SERVICE CENTER OF TT&T (PUBLIC) CO., LTD., KHON KAEN PROVINCE |
| Date of Distribution |
19 September 2015 |
| Conference |
| Title of the Conference |
The National and International Conference on Business Management and Innovation 2015 |
| Organiser |
Graduate Study in Management (MBA) Khon Kaen University |
| Conference Place |
Sunthorn-Araya Arunanonchai Building, 123 Mitraphap Road, Tumbol Nai Muang, Amphur Muang, Khon Kaen 40002 |
| Province/State |
Khon Kaen |
| Conference Date |
19 September 2015 |
| To |
20 September 2015 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
2 |
| Page |
408-416 |
| Editors/edition/publisher |
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| Abstract |
This independent study aims to analyze the environment of management, demographic data, customer behaviors, their levels of satisfaction, and factors promoting customer return, as well as to offer service quality development guidelines for the TT&T Public Company Limited Customer Service Center in Khon Kaen Province. This survey research has used a questionnaire as the research instrument and judgement sampling has been adopted to collect 400 samples. The collected data has been analyzed using percentage, mean, standard deviation, t-test, one-way ANOVA and Spearman’s rank correlation coefficient. The researcher has found that the company is able to adapt to both external and internal environment well. According to the demographic data of customers at the TT&T Public Company Limited Customer Service Center in Khon Kaen Province, most customers are female, aged 25-40, with a bachelor degree. Most of them are individual customers who work as private company officers with an average monthly income of 9,000-15,000 baht. Regarding the customer behaviors, the customers themselves are decision makers and they mostly use the landline bill payment service because the customer service center is near their residence/workplace. The overall satisfaction with the service is at the high level. The customers of different genders, age groups, levels of education, types, business/careers and income levels share the same level of satisfaction as there is a statistically significant difference at 0.05. The findings have been used to develop the TOWS Matrix, including attracting customers and advertising as an S-T strategy and decreasing service line steps as a W-O strategy. After the implementation of these strategies, it is expected that the TT&T Public Company Limited Customer Service Center in Khon Kaen Province will be able to provide services that conform to customer behaviors and that give customers complete satisfaction, while the customer service center itself will continue to function and achieve its full potential.
Keywords: service quality, landline, consumer behavior, customer satisfaction
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| Type of Presentation |
Poster |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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