customers' satisfaction of drugstore' service

CUSTOMERS’ SATISFACTION OF DRUGSTORE’ SERVICE

IN MUANG DISTRICT OF RAYONG PROVINCE

PANID KEERATIBUMRUNGPHONG

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFFILLMENT OF

THE REQUIREMENTS FOR THE MASTER DEGREE OF

BUSINESS ADMINISTERATION

GRADUATE SCHOOL OF COMMERCE

BURAPA UNIVERSITY

JULY 2016 COPYRIGHT OF BURAPHA UNIVERSITY

ACKNOWLEDGEMENT

Without the encouragement and support from many people and institutes,

this thesis cannot be accomplished. I hereby would like to take this opportunity to

express my deepest gratitude to all who have contributed to this study.

My profound gratitude is expressed to my beloved family for their love,

care, understanding, great sacrifice, and encouragement throughout my life.

I wish to express my profound gratitude to Dr. Supasit Lertbuasin,

my advisor and the chairman of my independent study committee, for his invariable

guidance, kindness and time devotion throughout the period of study. I am especially

grateful to Dr. Sawitree Bintasan Dr. Nont Sahayaand, Dr. Malai Kornkeawsomnuek

members of the independent study committee, for their constructive comments and

invaluable suggestions.

Finally, special acknowledge goes to my friend for providing me the

understanding of spss analysis. Sincere recognition also goes to the close friends

for their kindness and helpfulness.

Nevertheless, I am the only person who takes full responsibility for all

mistakes and ambiguities, which may remain in this study.

Panid Keeratibumrungphong

iv

56740017: MAJOR: BUSINESS ADMINISTRATION; M.B.A.

(BUSINESS ADMINISTRATION)

KEYWORDS: CUSTOMER SATISFACTION/ SERVICE QUALITY/

CUSTOMER RELATIONSHIP MANAGEMENT

PANID KEERATIBUMRUNGPHONG: CUSTOMERS’ SATISFACTION

OF DRUGSTORE’ SERVICE IN MUEANG DISTRICT OF RAYONG PROVINCE.

ADVISOR: SUPASIT LERTBUSIN, Ph.D. 74 P. 2015.

This research aims to study the customer relationship management, service

quality and customers’ satisfaction of drugstore in Muang district of Rayong province,

studied the customer relationship management affected to customers’ satisfaction of

drugstore in Muang district of Rayong province, and studied service quality affected

to customers’ satisfaction of drugstore in Muang district of Rayong province.

The population is the customer who purchased medicine or something from drugstore

in Muang district of Rayong province by convenience sampling, that sample size is

400 samples. Statistical analysis divided to 2 parts, first was descriptive statistics that

consist percentage, average, mean, standard deviation (SD). Next is inferential

statistics used multiple regression analysis.

However, the result founded that the most of respondent was a female who

was age between 25-34 years old, works a company employee, graduated Bachelor’s

degree and salary is 10,001-20,000 baht. They satisfied to service quality and

customer relationship management were high level.

Finally, the correlation between service quality and customer relationship

management have a positive influence to the customer satisfaction statistically

significant at the 0.01 level by regression coefficients are 0.391 and 0.122

respectively. That mean both factors were correlated with customer satisfaction.

For the other researcher interest to study about the customer satisfaction of Drugstore,

you should study the influence of choosing a drugstore on customer behavior to find

why a customer usually go to the same drugstore or study marketing strategy of

drugstore.

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CHAPTER 1

INTRODUCTION

Background of the problem

Medicine is one of the factors that play an important role in the daily life

of human beings. When a man’s illness, they will find a way to alleviate or cured

with methods. Some people may go to see the doctor, some people might buy some

medicines. With the faith of the individual, which ways of medicines use have two big

is the first patient to the doctor by a hospital or clinic and medical diagnosis. And treat

by the prescribing to get or buy some medicine. Sometimes to maintain themselves by

going out to buy them from pharmacy such as illness, insomnia, dizziness,

constipation, diarrhea, influenza, headache, abdominal pain, allergies.

Nowadays in Thailand, there are not enough for demand. According to the

use of such services, most patients are solving problems that mean many people who

like a self-treatment, especially when you are sick. So a practice about drug use on a

daily basis correctly, it is a necessary to help our lives go a blessing.

From medicines consumption data of the Ministry of public health, there are

Thai medicines expenses increased from a million in year 2000 from 36,506 million

to 98,375 million in average annual 2008, 15% per year which done the country’s

Thai drug spending accounted for 46.7% of the country’s health care expense.

That is higher than the developed economics over 2 times and tends to be more

exotic drugs from 46% to 65% in the same time, and also say that from a survey of

the Medical Department. I found that in the year 2010, Thai people eat all pills or

drugs approximately 47,000 million per year or 128 million per day.

From the statistics, the number of drug stores in the country since 2007-2013

found that the number of increase continuous. I found that during the year the number

of drug store 2012-2013 in the region does not increase the number of up at all

(7680 drug stores) maybe there is an increase in the number of lost and equally.

But in Bangkok, the most of increasing is mostly franchise, which in the year 2010

has a growth rate of Modern Trade Mart and 7-11 are due to increasing.

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In Rayong, researcher found that in year 2008 there are many drugstore,

it is called “ขย.1” and “ขย.2” where have 95 and 64 stores respectively

In 2013 there has 114 drugstore, after 3 years it is increasing to 162

drugstores (The Pharmacy Council).

From this data, it can be seen that some drugstore businesses are a highly

competitive and continuous development in order to survive. So it is the use of

various strategies for customers, both in terms of price from the decoration shop.

System services efficiently, cause to respond to the needs of the customers are

important when the customers get the goods or services meet the needs will be

satisfied, Muller said. (Muller, 1991, p. 23 cited in Phongvaranon, 2010, p. 23)

That is a quality goods only. Can’t help business, while care, counseling clients to

recover from the illness to help the business have the competition ability that how to

superior competitors due to. Thus the attention, the importance to study the needs of

customer the drugstore in Rayong.

Purpose of the research

1. To study customer relationship, service quality and customers’ satisfaction

for drugstore in Muang district of Rayong province.

2. To study customer relationship factor affect to customers’ satisfaction

for drugstore in Muang district of Rayong province

3. To study service quality factor affect to customers’ satisfaction for

drugstore in Muang district of Rayong province

Importance of study

1. To utilize the essential information for drugstore business to anyone who

interests investment.

2. To develop strategy for drugstore business in Muang district of Rayong

province.

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Limitation of the study

1. The study focused on people who has bought some medicine in Muang

district of Rayong province pharmacy only.

2. The customers’ satisfaction of drugstore’service in Muang district of

Rayong province, which is about servicing satisfaction. In the other hand this study

can’t be represent for all of drugstores in Thailand.

Definition of term

1. Customer Satisfaction: refer to the positive attitude of the people towards

something. A feeling or attitude of individuals towards work done in a positive way.

Happy party arising from the operation and the results are satisfactory. It makes a

happy, enthusiastic commitment to work. A demoralized and discouraged with

agencies that take pride in the success of the work done. And these things will affect

the efficiency and effectiveness of the work affects the progress and success of the

organization.

2. Customer: refer to people who entrance to purchase products or use

service in Muang district of the Rayong province pharmacy.

3. Drugstore: refer to establishments with medications and other items too,

such cosmetics. Miscellaneous goods, the seller may drink as who can pick up the

goods according to the needs of the user.

4. Service: refer to an activity or a process in one of the actions of a person

or organization to meet the needs of other people, happiness and comfort or

satisfaction from the result of the action by having its own specific characteristics.

Can’t touch and not be occupied as owner in the concrete and do not need to be

included with the product or any other product.

5. Service Quality: refer to an ability to meet the needs of the business.

Quality of service is the most important thing that will differentiate your business

beyond the competition. To offer a quality service that meets the expectations of

consumers as to what should be done. The patients will be satisfied if I get something

like. That included 5 dimensions

4

Reliability is defined as the ability to provide services to match the contract

given to recipients of services. Services, whenever it needs to be properly and get the

same result in every point of service. This consistency will make people feel that the

service is reliable and can trust.

Assurance is defined as the ability to build the confidence to come up with

the client. Service providers will need to demonstrate skills, knowledge. The ability to

serve and meet the needs of the client, with the gentle mannered good. Use effective

communication and to ensure that clients get the best service.

Tangibles are defined as the physical characteristics and the facilities

in place including location, personnel, equipment, tools, and materials used in

communication and symbols. As well as the environment that makes the client feel

cared for and caring attention from service providers. The service is offered to clients

to make a concrete recognition of the service.

Empathy is defined as “take care”, the ability to take care of patients,

according to the different needs of each person.

Responsiveness is the availability and willingness to serve which can meet

the needs of clients in a timely manner. The clients can access the service easy and

convenient service will distribute evenly to fast.

6. Customer relationship management: refer to how we manage, the

customer feels attached to the product, service, or our organization. When customers

layout are good with us, then that customer is not thought to be gone from our goods

or services. We have a client base constant eruptions. And bring stability to the

company.

Research Hypothesis

1. The customer relationship management factor affect to customers’

satisfaction for drugstore in Muang district of Rayong province.

2. The service quality factor affect to customers’satisfaction for drugstore

in Muang district of Rayong province.

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Conceptual framework

Figure 1-1 Conceptual framework

Customer relationship

management

(Swift, 2001)

Customers’ satisfaction of

drugstore’ service in

Muang district of Rayong

province

(Naumann & Giel, 1995)

Service Quality

(Parasuraman, Zeithaml, & Berry, 1988)

CHEAPTER 2

LITERATURE REVIEWS

In this research of the customers’ satisfaction of drugstore’ service in

Mueangdistrict of Rayong province. The researcher of this research will study

documents and related research to guide the study. Divided into parts, as follows:

1. Concept and theories of customer relationship management

2. Concept and theories of service quality

3.Concept and theories of satisfaction

4.Concept and theories of customer satisfaction

5.Concept of customer satisfaction and quality

6. Drugstore business

7. Related researches

Concept and theories of customer relationship management

Management process to build relationships with customers and provide

useful applied to your next sales.The organization is led by using CRM may be

within one or more departments, which may be to keep a history of customer care

department customer service by saving the customer reviews or information that

customers want more, which is what has changed recently.Is the impact of new

technologies, customer administration process.Is the use of technology in order

to collect a customer database in electronic format (computer storage) or telephone

information center (Call center) to support the work. Modern systems often have the

ability to store a lot of data about your customers and will be a tool in gathering all the

information Central for ease of.Use of the organization.The stored data can be useful

in various occasions, such as when a customer contacts with the Organization in the

last, what, is in contact with it, and how to resolve the issue of who is responsible for

the care of that customer.

Swift (2001)CRM can be defined as "Organizational methods for

understanding and influencing customer behavior through effective communication

that is meant to improve customer acquisition, customer retention and customer

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profitability,"the word "organization" is very important, since the CRM is the way

to be integrated into everything the company does, and must involve the entire

company.

Kalakota and Robinson (2001 cited in Al-Alawi, 2004) Clients or customers

do not care howcompanies collect data or how the data from different sources to be

combined to givethem what they want. They did not care that he would call the

wrong place. All clients are aware that they need great service and want it now.

Timely delivery of excellent service is the customer relationship management.

Bruce and Langdon (2002 cited in Al-Alawi, 2004) Managing relationships

with customers and make them happy as major issues to the organization. Focused on

our customers and give them what they want to, those organizations have to find a

way to get a better understanding of customer needs and requirements.This has led

many companies and business organizations to shift the focus from managing

customer management products.

Kotler (2003)Making all of valuable customer relationships, through the

Using of effective customer accounts information

Feinbery (2003 cited in Jafari, Zarrin, & Yazdanpanah, 2015) Customer

Relationship Management is a comprehensive strategy, and marketing technology

provider that processes and business activities integrated across the entire client base.

Ahmasebi (2012 cited in Jafari et al., 2015) Customer Relationship

Management is a comprehensive strategy. And processes that enable organizations

to attract, retain and train clients identify profitable by building and maintaining

long-term relationships with them.

The CRM Life cycle

Tiwana (2001 cited in Al-Alawi, 2004) Customer relationship management

cycle consists of three phases: phase evaluation process, planning phase and process

execution phase.All three stages of the cycle, also known as CRM, customer

acquisition, contract processing, customer service and after sales, respectively.

In this assessment was made of the acquisition of knowledge of the planning process

includes the creativity of the marketing process, while in the process of mapping the

interaction with the customer.

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CRM implementation process

The process of customer relationship management, in order to achieve this

goal which is a different view. One of all theories is the life cycle of CRM version

Kalakota (2001cited in Al-Alawi, 2004) which includes of three stages of

attractions and promotingmaintenance and support in all phases of the knowledge

and understandingof the relationship between the company and the customer.

This theory, in the United States where every step has different effects to customers.

So,communication strategies used by other organizations from each stage

are different, as shown in the table below(Sarafrazi & Memarzadeh, 2007)

Table 2-1 Customer relationship management processes and organizational attention

and strategies associated with them (Sarafrazi & Memarzadeh, 2007)

Processes Actions Focus center of

organizations

Strategies

Attraction Promoting the products and

services leadership

Distinguish Innovation

Promotion Improving the profitability of

existing customers

Separation Reducing

costsof service

to customer

Maintaining Customer retention for

their life

Adaptation According to

customer-

supplying

new goods

Another theory about the process of customer relationship management

is the Swift model. This process cycle includes the following steps:

1.Knowledge discovery: the customer characteristics analysis

and investment strategies are possible. The process of identifying customers,

classificationand the predictions of the organization customer

2.Interact with customers: customer relationship management, operations

and related information in a timely manner and provide products of the dialog

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3.Marketing Planning: the definition of product and distribution it offers

to customers and develop a strategic plan of communications programs and exquisite.

4. Analysis: The objective is to attract customers through data analysis

and communication organization received.The interactive routed (Swift, 2001).

Swift defines the customer relationship management as a continuous process

of learning in the information about each customer to build a relationship with them.

Customer information is not enough, but the individual requirement, they should be

collected and analyzed the data, and a proper response.

5.The process of providing customer service on customer relationship

management in the first phase of the database provider will provide information

and customer information. An analysis of the information collected in the database,

according to tricks that have different customers, based on the profit for the company

in the next step. The marketing mix is designed for a target audience, then start using

information from the previous customer communication, and after the operation

of relation marketing. The result is that monitoring and evaluation.

Khedkar(2015)He has studied the effect of customer relationship

management in customer satisfaction and loyalty. His research aims to clarify the

relationship between the variables of customer satisfaction and customer loyalty.

Customer relationship management. (CRM), integrated management is the process

of customer groups. Head of the organization and management of the business in an

efficient way is a tool. To support the business of our customers and to improve the

relationship with constituents.

KOÇOĞLU (2012) he studied the customer relationship managementand

customer loyalty; a survey in the sector of banking. This study aimed to demonstrate

the relationship between the bank and customer relationshipmanagement, customer

loyalty. One of the basic elements of understanding ofmodern marketing is customer

satisfaction. A business can survive as long as they can meet the needs of customers

and enable customer satisfaction. Determining the needs and desires of consumers

and meeting them is one way to enable the satisfaction ofconsumers.

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Concept and theories of service quality

In order for the company to reach customers with a need for service.

These services are based on the type of product and it's different in different

organizations. Services can be defined in several ways, depending on the area,

which is a term that was used. The author defines service as. "The absence of any act

or performance that one party to another has no effect on the ownership of anything”

Zeithaml et al. (1990 cited in Agbor, 2011) The Relationship between

Customer Satisfaction and Service Quality: a study of three Service sectors in Umea.)

The quality of service can be provided to customers in the enterprise, which may be

good or bad Parasuraman defined quality of service, "the difference between customer

expectations and perceptions of service.

Parasuramanet al. (1988)They claim that the service quality of the

Measurementis the difference between the perceived and the service at which is the

correct way to make the management and identify the gap with what they serve.

One of the mostuseful of the service quality dimensions from the SERVQUAL model

in creating this before.Parasuraman et al. (1985) identify 97 attributes of which have

been condensed into ten dimensions. They have found that affected the quality of

service and has been hailed as the criteria that are critical to our client’ expectation

and perception of service delivery.

SERVQUAL modal, which is the size of the gap by Parasuraman, he has

proven to be one of the ways to measure the quality of this approach to evaluate

customer service was consistent, proven and reliable. By some authors when treated

with less experience. Or perceived quality service means expectedto be less than

satisfactory. No services are perceived and expected service.The reference is clear

Quality of service is more than enough and the presentation of this theory. It seems

that the idea of SERVQUAL most appropriate quality services to the customer's

perspective. This is because when the service expected "and" recognize "it is clear

that much. This is to the personor service to consumers. The course is a consumer/

client education guide by Parasuraman proposed ten dimensions of service quality.

Tangibles are defined as the physical characteristics and the facilities

in place including location, personnel, equipment, tools, and materials used in

communication and symbols. As well as the environment that makes the client feel

11

cared for and caring attention from service providers. The service is offered to clients

to make a concrete recognition of the service.

Reliability: the ability to provide services to match the contract given to

recipients of services. Services, whenever it needs to be properly and get the same

result in every point of service. This consistency will make people feel that the service

is reliable and can trust.

Responsiveness: the availability and willingness to serve which can meet

the needs of clients in a timely manner. The clients can access the service easy and

convenient service will distribute evenly to fast.Competence: the capability of staff

members in executing the service.

Courtesy: the respect, thoughtfulness, and politeness exhibited by staff

members who are in contact with the customer.

Credibility: the integrity and reliability of the service provider (honesty

and trust provider)

Security: unscathed risk and doubt(without danger of risk,economic and

physical risk)

Access: accessible and easy to communicate

Communication: to listen from the customer and provide the necessary

information to customers. Using language that can be understood.Understanding

customers: an attempt by the provider to know and understand the customer.

First, SERVQUAL modelcame had 22 pairs of Likert type item of which measure

perceived levels of service provided by the organization in particular and other parts.

The expected level of quality of services provided by the respondents, further

investigation led to the discovery that among these 10 measures, some are associated.

After customizing these ten dimensions above down to the following fivedimensions

Tangibility: the physical characteristics and the facilities in place including

location, personnel, equipment, tools, and materials used in communication and

symbols.

Reliability: the ability to provide services to match the contract given to

recipients of services. Services, whenever it needs to be properly and get the same

result in every point of service. This consistency will make people feel that the service

is reliable and can trust.Responsiveness: the availability and willingness to serve

12

which can meet the needs ofclients in a timely manner. The clients can access the

service easy and convenient service will distribute evenly to fast. Competence:

the capability of staff members in executing the service.Assurance: the ability

to build the confidence to come up with the client.Service providers will need to

demonstrate skills, knowledge. The ability to serve and meet the needs of the client,

with the gentle mannered good. Use effective communication and to ensure that

clients get the best service.

Empathy: as “take care”, the ability to take care of patients, according to

the different needs of each person.

Service Quality Gap Model

The service operating and customer was satisfied because the service quality

is good and unexpected. By the way, if the quality of service is less than customer

expected that make this customer unsatisfied. Zeithaml, Parasuraman, and Berry

(1990) said that a main gap by service quality ideas what causes the service quality

is unsuccessed (picture2-2). It illustrates 5 gaps;

Gap 1: gap of consumer’s expectation versus management perceptions.

It differ between facilitator don’t know the customer real needs and expects.

The real needs of customer may be caused by not having to do marketing research.

Gap 2: gap of management perceptions versus service specification.

An administration section may know about the consumer needs correctly but don’t

specify service characteristic and standard.

Gap 3: gap of service specification versus delivery. Service is an admin that

specific standard clearly but the facilitator who cannot service as pattern. Cause they

are not sufficient of training and can’t work as pattern, this work has conflicted or

facilitators not coordinate each other.

Gap 4: gap of service delivery versus external communication. An organizer

communication or business that build expectation to customers but this deliver can’t

do as promise.

Gap 5:the conflict between customer expectations and perceptions of

service delivery.This gap appears when the consumers known that the service quality

likes they expected

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By the way, Shahin (2005) offered another gaps which might born while

the service quality deliver to customer. So it has 2 new gaps;

Gap 6: the conflict between customer expectations and staffs’ perceptions.

This gap appear when employee or facilitator understand customer’s expectation

dislike the customers though.

Gap 7: the conflict between staffs’ perceptions and management perceptions.

This gap appears when the customer expectation differ from management segment

and staff who serviced

Additionally, Rahim Mosahab studied about qualityof service, customer

satisfaction & loyalty: A test of medition. The researcher was conducted with a bank

in Tehran, Iran, in 2009 and 2010 that aimed to verify the quality of services offered

by Sepah Bank, and studying the relationship between the service quality, satisfaction

and loyalty. This study shows that in all five dimensions of service quality

(Reliability, Responsiveness, Assurance, Empathy, Tangibles). In fact, findings

of this result of this research shows that even though in all five dimensions of service

quality in higher performance than the Sepah Bank limit average.

Concept and theories of satisfaction

Baijarean (1997 cited in Paovimarn, 2010) Good feelings or attitude of the

person on that. When people devote energy and intelligence to do that.

Daychakup (2000 cited in Paovimarn, 2010) Expression evaluation situation

arising from experience and purchase goods and services. That means the satisfaction

of your condition that have positive emotions that arise due to the evaluation of

one’sex perience, something that is missing upon offer to what was to become the

foundation of satisfied and dissatisfied.

Sudjai (2002 cited in Kasempipatkul, 2014) describe the meaning of

satisfaction. Personal feelings or attitude towards something may be possible to

evaluate both the visual sense and comment on anything that is going to be both

positive and negative.

Dulayapakorncha (2013 cited in Kasempipatkul, 2014) Feeling or attitude

of a person towards something, including a happy feeling, or willing to get responses

on something that is missing by the positive valuation that feeling or attitude toward

14

something it has highlighted as positive or negative.

Vesapen (2012 cited in Kasempipatkul, 2014) The feeling of people towards

something pleasurable feeling occurs when a person has. To achieve the aim, that will

be reduced or not occur if the destination or have not received a response, or could

mean. Such a great feeling of people have been responding achieve what they want

and expect satisfaction as individual preferences. The satisfaction level of the

individual may be different due to the individual characteristics of each.

Concept and theories of customer satisfaction

Solomon (2009 cited in Agbor, 2011) People who buy goods or services by

the company as a customer, in other words, the customers are the key stakeholders of

the organizations that give money in Exchange for an offer to him. By an organization

with the aim of responding to needs and satisfaction. Sometimes the word customer

and consumer confusion, the customer can be consumers, but consumers may not

need to be a customer. Another writer described these differences, such as a customer

to buy a product and consumers are the ones that are most. Use of the product.

Wolman (1973 cited in Agbor, 2011) give the meaning of the customer’s

satisfaction is a feeling of happiness. When you success as a aims according to your

need or get motivated by the customer’s satisfaction is a person’s feeling that arise

from getting. Demand response in individual, where the requirements of a motivation

or an on the basis.

Oliver (1981) give the meaning that refers to the satisfaction to express

positive feeling arising from comparative assessment of experience to receive services

that meet all of customer expectations and exceed customer expectations.

Good (1973 cited in Paovimarn, 2010) give the meaning of customer

satisfaction, the level of satisfaction which come from various interests and attitudes

that people have towards the thing done.

Tiffin and Mc. Comic (n.d. cited in Buriphraserd, 2007) said that the

customer’s satisfaction is the motivation of human being based on basic needs are

related closely with achievement and motivation and try to avoid unwanted things.

15

Pitipattanaphong (2014 cited in Kasempipatkul, 2014) they said that the

customer’s satisfaction as the sum of a person’s feeling about the level of like or

dislike for various condition and as a result of attitudes related to the various

elements.

Seareratch and Other (2003, pp. 90-93 cited in Phongvaranon, 2010)

estimated from the results of the recognition, in the operation of goods or service to

the customer’s expectations. If the customer’s perception of a product or service is

equal to or higher than expectation, the customers are satisfied. Conversely, if the

customer’s perception of a product or service is less than expectation, the customers

will not feel satisfied.

From the above, even if the meaning of satisfaction. But different enough to

conduct that satisfaction is a feeling of a person towards in-depth evaluations,

which will see how ideas about the satisfaction associated with attitudes, not separate.

Naumann and Giel (1995) they offer that means “satisfaction, it depended

Onthe past of experience. It included 3 parts; follow as

1. Quality Product and Service; it influenced the perception or customer

when the customer acknowledge that product or service that have come with good

quality. Pleased in the products or service. In general, the customer will see the

quality of the detail or samples of goods or service.

2. Price; it is a component2 of it, that makes the customer satisfaction

when they compare the price for judging. The characteristic of the products, there

were a reasonable price to the customer satisfaction. If the customers satisfaction

feels that when it doesn’t suitable this price they might be unsatisfied.

3. Corporate Image; there should be an image join is known as both a

general business operations that is an integrity and social responsibility.

Kano (1996 cited in Qiting, Uno, & Kubota, 2015) Kano model is a theory

that was developed in the 80s by Professor Noriaki Kano and his colleagues of Tokyo

Rika University. The Kano model of customer satisfaction is a feature based on how

they are. The research will get to know our customers and the impact. 1) basic or

expected attributes, 2) the performance or speech attributes, and 3) surprise and

delight attributes.

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The performance or speaking of features shows the expectations of

customers. The basic feature or that it means that represents the basic feature is not

a priority at the core of the worth mentioning. The third one, the surprising feature

is the delight that are beyond the customer's expectations. Kano model measuring

customer satisfaction Recognition of competency attributes; grade according to the

needs of the customer and determine their level of satisfaction. The assumption is

that the roof no as a customer satisfaction is not always according to work fully

the product or service, or in other words that have high quality must not lead to

satisfaction needs all the features of a product or service.

In his model, Kano conflicts between three types of basic requirements,

which influence customer satisfaction. They are:

1. Threshold/basic feature is the expected features, or "must" item and does

not provide opportunities for different types of goods. The optimization of these

attributes is reduced. The payoff in terms of customer satisfaction, by the way,

or the lack of good performance, these features result in customer dissatisfaction

very seriously.

2. Performance attributes or operational features, as more is usually better.

And to improve customer satisfaction, on the other hand, lack of or weak performance

feature reduces customer satisfaction. Customer demand can largely be in the nature

of work. These features are weighted to form the concept of the product will be

evaluated. The price customers are willing to pay for a product that is linked closely

to the feature, for example, customers are willing to pay more for a vehicle that

provides them with better fuel economy.

3. The exciting and unexpected by the customers. But can result in high

levels of customer satisfaction. In addition, the lack of them does not lead to

dissatisfaction. The exciting feature often meet potential. And the real needs of

customers who are unaware. In competitive markets, manufacturers provide similar

performance. The excitement Feature is the "demand" that can provide a competitive

advantage. Although they have generally followed the evolution of the show and

features. Cup holders begin the exciting features, products often have features that

can’t be classified according to the Kano model. These attributes are often of little

or no consequence to our customers. And it's not a factor in the decision. Examples

17

of this type of sheet attributes of the part number can be found on many vehicles

from cars to use repairpersons.

Kotler (1997, p. 40) said that the customer’s satisfaction means that

ultimately resulted from the comparison between the results obtained from the goods

or services to the customer’s expectations that customers can feel a satisfaction level

in 3 levels, as follows:

Level 1; if the work has been recognized from the goods or services under

the customer’s expectations. They will bed is satisfied.

Level 2; if the work has received recognition from the products or services

of equivalent the customer’s expectation. They will be satisfied.

Level 3; if the work has received recognition from the goods and services

is better than the customer’s expectations

Overall, the customer’s satisfaction means be feeling that from the

measurements between the expectation with experience gained from another goods

or service, or parallel to be satisfied and dissatisfied, it depended on whether the

goods or service they provided. If the response is based on where the client expects,

it will have a reason of feeling satisfied. Therefore, it is important for one thing to

make different. The customer’s satisfaction occurs when a customer perception in a

goods or service that is received is better than the expectations of the customer before

purchasing products or services.

Concluded that customer satisfaction means good feeling or attitude of a

person that is often caused by a response as they want to take a good feeling towards

the opposite thing if their demand is not responding.It is not satisfied it will occur.

Customer satisfaction refers to the level of feelings resulting from the comparison

between the benefits from the properties of the product, or from the operation of

the product with the customer's expectations

Supyaprapa (2005, pp. 231-232 cited in Yaibauthead, 2015) surely he will

surely have satisfied if value or cover the benefits that they get from the products and

services of equal or higher than the level of his expectations. But if it results from the

use of goods or services is lower than his expectation. He will inevitably feel not

satisfaction.

18

Customer Satisfaction and Service Quality

Figure 2-1 Customer perceptions of quality and customer satisfaction

(Wilson et al., 2008 cited in Agbor, 2011)

This figure illustrate the relationship between customer satisfaction and

service quality The author presents a situation where service quality is the focus

of that assessment reflects the customer's perception of your credibility, confidence

response, empathy and concrete, while including more and it is influenced by the

perception of the quality of service, quality and price of goods are also factors and

personal factors.

It has been proved from past research about service quality and customer

satisfaction. Customer satisfaction and service quality are related from the definition

of their relationship with other aspects of business, some authors have agreed that

the service quality customer satisfaction. Of Parasuraman et al. (1985) in their study

proposed that when the perceived service quality high. It will lead to increase

customers’ satisfaction. Some people write to understand with the idea to bring

politics and they recognized that "the satisfaction of customers according

to the level of quality of service provided by the service provider". (Saravana & Rao

2007, p. 436; Lee et al., 2000, p. 226 cited in Agbor, 2011) look into (Figure 1)

involved in view of these writers. To see the meaning of customer satisfaction related

to the prediction and perception of service. The service quality is a factor influencing

the satisfaction. The result of the definition of customer satisfaction offered by Lewis

(1993, pp. 4-12 cited in Agbor, 2011).

19

Baker and the Cascades (2000, pp. 73-82 cited in Agbor, 2011) used a

random national telephone their shoppers. To study the relationship between service

quality, customer satisfaction and loyalty, retail stores within the context of the results

to influence the attitudes and preferences related to service quality department stores.

They found a strong relationship between customer satisfaction and service quality.

In addition to what the researchers. It is found from the customer satisfaction

and service quality. Some other authors Wang and Hing Po (2002 cited in Agbor,

2011) into the details. The value of the study of the relationship between customer

satisfaction and customer service quality. Study of using a quality assessment to

measure service quality in Chinese mobile phone market But with the changes on the

basis of discussion groups and the opinions of experts. To reflect the characteristics

of the special industry and culture of China. Emphasis is paid to the study of dynamic

relationship between quality, value of customer services. Customer satisfaction and

impact on behavior in the future after the drivers of the important value of customers

and customer satisfaction were identified. All of them were used in the development

of the structural equation model by using Pls-graph package (Wang & Hing Po, 2002,

pp. 50-60 cited in Agbor, 2011). This study, mix the customer satisfaction and service

quality and customer value. Add more weight in the link between customer

satisfaction and service quality. Because the value is what the customer is looking

for the proposal.

Drugstore business

1. Pharmaceutical business systems.

Jumrerndararadsameii (2003, pp.12-42 cited in Phongvaranon, 2010)

pharmaceutical industry group, said the business group is composed of 3 drug

manufacturers, who ordered imported from pharmaceutical suppliers and international

business groups, each consisting of a number of other subgroups, but the same

business goal is to sell your own product, as much as possible, which will result in

greater profits as a proportion of each group must be used as part of the strategy.

The more competitive new strategies have been used more as a sequence.

When combined with the weak regulatory system was that lack of

performance. It causes the system to business expansion to affect drug distribution

20

patterns even in town.In many rural areas are different.For the drug store as

operators of small and medium enterprises.Drug store operators in Thailand is

divided into 4 categories according to the nature of the business management.

As follows:

1.1 The distributors (Distributors) sells various types of drugs, most of

which are imported from foreign countries is medicines and medical material, as it

contains medicinal plants acting as drugs anymore. Medicinal herbal tea produced

there from what is not yet over, and the need to encourage the pharmaceutical

industry's arm.

1.2 Vendor sends (Wholesalers) are all types of medicines from different

companies, many companies come stored in a warehouse and then sold to another

sub-per-drug store.

1.3 Retailers (Retailers) are direct sales to customers, which are divided

into 4 subcategories 1967 (Drug Act section 39 amendments the medicines Act

1.3.1 Current medicine shop; the current plan, the drug store pharmacy

specific.

1.3.2 Packaging is non-hazardous drugs or medications, special

control, and traditional medicine shop

1.3.3 Current medicine shop pharmacy-specific packaging is for

animals.

1.3.4 The retail tobacco store and send it together, which is most

common in the provinces, and is located in the town by prescription to sell each drug

store sales was smaller, and then send it, or store it away little pills from the province.

2. Growth of pharmacy business.

Vibunsunti and Others (2005, p. 60 cited in Phongvaranon, 2010) in the

past, said the drugstore model, there is only one category:Independent pharmacy

(Independent drugstore) refers to the current plan, pharmacy is operated by a single

owner, or a partner who has a pharmacy located in one place.There is no other branch

is currently a pharmacy store (Chain drugstores) is a current plan pharmacy operations

by an individual or legal entity that has more than one pharmacy and branch of the

same store, can be considered as the more popular drug store in each format are

handled. Actions and different management systems. Cause the advantages and

21

disadvantage that vary in each style and affect the response to the maximum

satisfaction of the customer's service.On the basis of the Office promoting small

and medium enterprises have to demonstrate the growth of pharmacy business during

the past year.In addition to these forms of drug ever.Also includes the expansion of

the pharmacy chain(Chain drugstores) new items coming from abroad are numerous:

1. A traditional pharmacy is divided into 3 categories:

1.1 The Pharmacy and pharmacist who is often served throughout the

operating time (the time specified on the labels with time)

1.2 The drugstore pharmacist is a pharmacist, but do not have a regular

annual operating time, or not at all, but is sold by the owner or other person shall have

a label that says "Pharmacy plan"

1.3 Non-store pharmacist or store ขย. 2 will have a label stating that

"the current plan pharmacy packaging"

2. FDA's pharmacy-pharmacy, at present, there are only 6 only branch was

the headquarters the old Southern, the wet, Rangsit, yotse, and the Ministry of public

health.

3. A retail store items, health and beauty retail store format only, or also

known as Specialty Store with market leaders include Watson.Shop boots etc.

At present, retail stores, health and beauty items, fast growing consumer demand for a

new era.This is caused by a lifestyle of consumers it wants modernity and comfort in

buying goods that they want to include a variety of items for a cheaper one at a time.

Table 2-2 Shows the number of branches of the Specialty Store in Thai year

2001-2007

Specialty Store 2001 2002 2003 2004 2005 2006 2007

Boots n.a. 59 63 74 n.a. 115 153

Watson 55 61 n.a. 90 100 130 145

4. The Medicine Department is located in a Modern Business Trade such

as Tesco Lotus.Carlton c and foo, as well as seven eleven, which plans to invade

pharmacy business under the brand."Extra" etc.

22

Table 2-3 Shows the number of domestic Discount Store, a branch of year 2001-2007

The drug store as a franchise

At present, the drugstore chain (Chain drugstores) in large domestic interest

to invest in the business, including drug-related health and Beauty Chain in more Thai

major drugstores, especially in Asia such as China's 999 restaurants. Shop mercury

of the Philippines or the guardian Group's network to the apex where two back in

Singapore.Most of it has its own local network dozens and have a good business

base without abroad.

The role of pharmaceutical retailers.

Jumrerndararatsameii (2003, pp. 12-42 cited in Phongvaranon, 2010) retailer

said there is a role that affects service economic and social system.

1. Help sell goods.Thai foreign trade liberalized system is used even in the

Thai drug trade liberalization compared to developed countries.Customers can

choose from a variety of medicines and services manually.When not in service, it’ll

gradually change to drug store top causing problems in monitoring drug use.It also

is why the incentive to drug stores to supply the items that the customer wants to sell

and modify how the appropriate service and attract customers at all times. To bind

and retain customers through causing the campaign process.

2. Facilitate their people, as well as other goods, drug stores, retailers are

often distributed in the community.The people around will find easy shopping.

Don't waste time in travel and hospitality customers at the time of purchase.

There are several drug stores, several items aside from drug sales will even lay on the

great variety of goods, but it will have consequences in the management category,

and to the placement of items such as chemical drugs bring closer cause harmful

contamination.

Discount Store 2001 2002 2003 2004 2005 2006 2007

Tesco Lotus 33 41 47 48 67 71 94

Big C 29 33 36 39 45 49 55

Careful 15 17 19 21 23 23 27

Makro 20 21 22 25 29 29 42

23

3. Help raise the standard of living. Shop retail store distribution as well,

there are many items that can be manufactured in bulk to make the unit prices were

down.People buy it for the lowest price. At the same time, it is inviting, with many

manufacturers deregulation occurred. Who will benefit from the high quality category

and type of goods must increasingly develop according to the market mechanism.

In the drug store, I found that a combination between a drug store to buy the drug in

quantities that are very combative.In order to make the cost price is down as well.

4. As a service to community pharmacies are generally good items can

provide a clean and beautiful shops bring pride to the local. Modern drug store could

be a place where customers come shopping for goods coming from other customers,

meet with the question.Consultation on the issues is to create a human connection,

and the needs of society in a In many provinces, there are drug trader also had strong

acting community leaders.The project manager as well.Many drug store operator is

trusted. Acting as purchasing agent for the people.In the case of a community that has

a lot of effects, or retailers may be gathered from a large number of procurement and

retail.

Related research

The related literature with this research the study of customers’ satisfaction

of drugstore’ service in the city of Rayong province are as following:

Buriphraserd (2007) study one of private hospital's service qualities:

Women’s Health of out-patients case study This research studied 6 topics as;

equipment, staff service, reliability of medicians, treatment, aware of feeling and

needs of customers and cost of treatment.The research result founded that most of

out- patients are women who ages 21-30 years old, graduated bachelor's degree,

be employee in company, 15,000-25,000 baht salary and twice times for seeing a

doctor. Their point of view are each service of there, which is high criterion as staffs,

health care, cost of treatment, medical instruments and reliability of health stuff such

as nurses, doctors and pharmacists. Especially most of them focus on the medicians

reliability than another points. In addition, the different gender though dislike for

service quality at 0.05 statically significant. Example gender had difference opinions,

women who is sensitive and worry than men. On the other hand, age, education,

24

occupation, salary, cost of treatment and frequency of coming isn’t different.In

conclusion, this result reflected on women’s health service quality of some hospital

that is high level, but some part is medium level which was developed to high quality.

Because it make the customers feel good at servicing and suitable for curing.

Jidtiwat (2009) studied the level of satisfaction of pharmacy services and

the factors affect customer satisfaction of pharmacy services in Don Mueang district

This study founded that consumers of community pharmacies in Don Mueang district,

most of female, aged 41-50 years old with marriage status and be staff of

professionals. Level of education degree, revenue increased to 5,000 baht per month.

Additionally, this research studied the level of satisfaction of customers,

the cost of services, information received from the service, co-operated with other

services, disposition of interesting to service providers and service quality which were

easier to get from the service and promotion of market.It compared each other, follow

as;

Compared between these factors influenced satisfaction with the level of

satisfaction of consumer in community pharmacies, including Don Mueang district

founded that product factor related a convenience from service, the level is medium.

But price and promotion of market factors, these levels are high.Co-operated with

other services founded that the promotion of market factor is high level and another

factors are medium level.Disposition of interesting to service providers and service

quality found that these factors of product and channels are medium. In opposite,

price and promotion of market factors are high levels.Information received from the

service founded that only promotion of market factor is high level and another factors

are medium levels. Service quality and cost of service founded that all of factors are

medium levels.

Keawkes (2010) Studied satisfaction and opinion of Mahasarakham

University population toward the University Pharmacies.In addition, this report also

found that the highest score of satisfaction of University pharmacy in health

promotion. Service sales both alcohol and cigarettes. The lowest score in the health

information service and labeling of the illness to the customer community pharmacies

in the other had the highest score in terms of quality and price. And health promotion

25

services, while the lowest score is, as found in the labeling of illness service. The

price tag rooms and comfortable service to choose manually. The owner wants to

complete service of health counseling, service minded, mark of the provider who

provides care and clean the place.

Phongvaranon (2010) Studied the customer’s satisfaction of chain

drugstores’ service.This research studied customers’ satisfaction of franchise

drugstores’ service that consists product, price, place, promotion, people, physical

evidence, process and productivity which classified by gender, age, education level,

career, salary, duration of being customers and frequency of service usage, who have

purchased goods from franchise drugstores in Bangkok. By the way, this result

showed that most of customers are female, aged between 35-44 years old, holding

graduate degree. Most of customers are self-employ with monthly income level of

30,001-40,000 baht, and have been customers at Boots for 5-6 years. They have

bought products from Boots twice a month. The most purchased product is healthcare

product and customers with different gender have different satisfaction in product.

Customers with different age have different satisfaction in productivity. Customers

with different education have different satisfaction in product, price, place, promotion

and process. Customers with different occupation have different satisfaction in place

and process. Customers with different monthly income have different satisfaction in

place and promotion. Customers with different duration of being customers and

service usage frequency have no different satisfaction in overall aspects.

Mosahab (2010) studied service quality, customer satisfaction & loyalty: A

test of Mediation. His research was conducted with a bank in Tehran, Iran, in 2009

and 2010 that aimed to determine the quality of services offered by Sepah Bank,

and studied of the relationship between service quality, customer satisfaction and

loyalty. The research illustrates that in every five dimensions of service quality

(reliability, responsiveness, assurance, empathy tranquility.) in fact, research has

shown that, although all five dimensions of performance in all of the Sepah Bank

has received higher-than-average credit limit, but since it did not meet the

expectations of the customer. Additionally, the research shows that the

relationship positive and significant in all five dimensions of service quality with

customer satisfaction and loyalty, which in the case of insurance and have the most

26

physical and Aqua. Relations with less satisfaction and loyalty on the other hand,

it can be considered as a factor that physical health and insurance factors inspiring.

However, the five dimensions of service quality can be observed from a different

perspective. In fact, these can be divided into two General dimensions of performance

and processing. The resulting dimensions are dimensions that are more reliable, and

dimension processing, including other dimension (physical response, confidence and

compassion). The findings of this section it is shown that both the results and the

processing size correlated positively and with customer satisfaction and loyalty.

But the key point is that there is a significant relationship between the dimension

processing and customer satisfaction and loyalty. This point is important, because

even though the final result may not satisfy our customers, but it does not mean

that no customer satisfaction. In fact, I found the service plays an important role

in customer satisfaction and loyalty. Based on the above findings, the Manager of

the Bank should try to gradually reduce the gap in the first step.

Jareansriviriyakul (2011) study service quality of general public hospital

in Pathum Thani province. The results found that the differences of demographic

factors including age, educational level and occupation had different effects on overall

service quality. In detailed consideration, the results found that gender, age, marital

status, educational level and occupation affected service quality in tangibility.

Age, educational level and occupation affected service quality in empathy and

responsiveness. Occupation affected service quality in reliability. Age and education

affected service quality in assurance. The analysis factors of service usage behavior,

including nature of service usage and the payment method for the medical bills,

affected overall service quality.

By the way, the result found that nature of service usage affected service

quality in tangibility, empathy, reliability, responsiveness and assurance. The payment

method for the medical bills affected service quality in tangibility, empathy, reliability

and responsiveness.

KOÇOĞLU (2012) studied customer relationship management and customer

loyalty; a survey in the sector of banking This research aims to demonstrate the

relationship between customer relationship management and customer loyalty.

One of the basic elements of an understanding of modern marketing is customer

27

satisfaction. A business can survive as long as they can meet the needs of the

customer and enable customer satisfaction. Determining of consumer wishes

and needs and meeting them is one way to enable consumer satisfaction.

As a result, there are two objectives of customer relationship management

in banking. One of them is to get customers to your potential customers, so the

number of existing customers to the end customer data should occur, and frequent

updates. For a successful communication with clients, personnel information system,

is the requirement of customer insights by forming and sustainable customer

relationships that are healthy and have become long term that refers to the importance

of competition in the banking sector. The attempt to maintain the customer impact

of the Bank's success due to the fact that one on one communication to be successful

with customers, particularly in the areas of trade finance and margin will come from

credit customers.

Srathonghon (2012) studied factors influencing consumer behavior and

satisfaction toward service usage of Watson shop in Bankok metroprolis.In

conclusion, the factors of this research include demographic characteristics,

attitude toward the marketing mix, brand identity, customer relationship management,

consumer behavior and satisfaction. However, the research result were as follow:

In term of demographic characteristics, these factors include gender, age, occupation,

education background and monthly income. It found that the majority of the

respondents are female, with average age between 26-30 years old, holding bachelor’s

degree, working as employee in private company, and with the average income of

Baht 10,001-15,00 per month.By the way, customer with difference gender, age and

monthly income affected different the average buying frequency within month at 0.05

statically significant levels and customer with difference gender and monthly income

affected a different average expenditure a time at 0.01 statically significant levels.

In addition customer with difference age affected different satisfaction toward service

usage of this shop at 0.05 statically significant levels. Customers with difference

educational background, occupation and monthly income affected different

satisfaction on this shop’s promotion overall at 0.05, 0.01 and 0.01 statically

significant levels.

28

Attitude toward the marketing mix, brand identity, customer relationship

management and satisfaction toward service usage of this shop overall were good and

high level in each aspect.Consumer behavior; most of them purchased about skin care

product especially in 50% mid-year sale. The satisfaction on product and service,

this shop’s promotion compared with expectation at 0.05, 0.01 and 0.05 statically

significant levels which were at the low levels in the same direction.

Sukridee (2014) studied factors affected the drug retailer’s satisfaction

toward pharmaceutical manufacturer and distributor: Case Study of T. Man pharma

incorporation.This survey research aimed to investigate the satisfaction of the

relevant factors and affected drug retailer’s of T. Man Pharma Incorporation,

pharmaceutical manufacturer and distributor. Especially, the independent factors

were studied: market-oriented, service quality, product quality, promotion strategy,

manufacturer trust and representative trust.The findings revealed that the market-

oriented, quality, service quality, product strategy, promotions, manufacturer's

representative, trust, trust was positively correlated with the satisfaction of retailers

of drugs. In addition, Quality of Service (ß = 0.265) promotional strategy (ß = 0.239)

and a trust agent (ß = 0.161) with the power to predict customer satisfaction with the

retail of drugs on. Pharmaceutical Manufacturer and Distributor

Finally, all of the factors have positive relationship with the satisfaction

of the retailer of medicine towards the pharmaceutical production and distribution.

Niti (2014) studiedthe marketing composition causing customer’s loyalty

toward drugstores in Bangkok. The sample group used in this study is 400 customers

who visit modern drug store in Bangkok. Questionnaire is used for collecting data.

Data is analyzed in percentage, average number, standard deviation, and one-way

variation. The result shows that most people answering the questionnaire are female,

age between 21-30 years old, and working as public officer, public enterprise, and

self-employed. Their income is between 15,000-30,000 Baht. Their educational

level is undergraduate. In customer’s view, level for service value in marketing

composition toward modern drugstore in Bangkok is high in general. When consider

each aspect, the researcher found that every aspect is high. Considering each point,

the researcher found that every point is high. Total loyalty level of drugstore’s

customer is high in general. When consider each aspect, the researcher found that

29

every aspect is high. Considering each point, the researcher found that every point

is high.

Khrdkar (2015) studied the effect of customer relationship management on

customer satisfaction and loyalty.His study aims to elucidate the relationship between

the variables of customer satisfaction and customer loyalty. Customer Relationship

Management (CRM) is the process that integrates the management of customers,

the management of enterprises and managed in an efficient CRM serves as a tool to

facilitate business and improve customer relations with the organization.

Finally after conducting this research and validating various data and

quantitative analysis that can be effectively stated that CRM is needed in any

organization will result in optimizing profitability, income and meeting the needs

of customers. The most things that CRM provides is customer satisfaction. An

effective CRM will lead to customer satisfaction and if the customer is satisfied it

drives towards positive word of mouth and loyalty. In fact helps in leveraging the

business as well as generating more revenues and profits. This research is an attempt

by the researcher to acknowledge two important variables that effect CRM i.e.

customer satisfaction and customer loyalty.

30

CHAPTER 3

RESEARCH METHODOLOGY

This research aims to study customers’ satisfaction of drugstore’service in

Muang district of Rayong province

Research design

The study is obtaining data by observe the study of customers’satisfaction

of drugstore’service in Muang district of Rayong provincefrom people who has

bought some medicine or another cosmceutical from drugstore in there. This research

is descriptive research by questionnaire that has corrected data for 2 months (May to

June 2016)

Data was collect by using questionnaires.

1. Data collection

1.1 Primary data - It’s gathered from observation by questionnaires.

The researcher created the questionnaire for survey of consumer opinion that buy

some medicine or entrance to drugstore in the city of Rayong province. Researcher

will distribute this questionnaire by convenience sampling and got the data at two

places where are Central plaza and Leamthong Rayong

1.2 Secondary Data-In this research is from related documents such as

literature review, web-site, thesis, internet, newspaper and other information from

libraries.

Research variables

1. Independent variables of general data consist of:

1.1 Customer relationship management

1.1.1 Customer Retention

1.1.2 Customer Acquisition

1.1.3 Customer Profitability

1.2 Service quality

1.2.1 Reliability

31

1.2.2 Assurance

1.2.3 Tangibles

1.2.4 Empathy

1.2.5 Responsiveness

2. Dependent variables are consisted of:

2.1 Customers’satisfaction of drugstore’service in Muang district of

Rayong province.

2.1.1 Quality Product and Service

2.1.2 Price

2.1.3 Corporate Image

Population

Population of this study is people who has bought products from drugstores

where are located in Muang district of Rayong province.

Sample size

The study focused on the personal characteristics and factors that effect to

customers’ satisfaction of pharmacy’ service in Muang district of Rayong province.

Sample sizes in this study samples used in research, including customer

service, drugstores in Muang District, Rayong is aged 15 years or above because it is

non-parametric inference due to the exact number of the population. Sample size to

store information used to calculate the size of the samples by 95% confidence is

expected to move up to 5% sample size is equal to 385 samples.

Formula n = Z2pq/ E2

As n = Sampling

E = Tolerance

Z = Z Score, depended on confidence

P = Probability of sample

Q = 1-p

32

As in the formula

n = (1.96)2 (0.5) (1 - 0.5)/ (0.05)2

n = 385 example

Also the calculated sample size equals 385 examples. However the

researcher is going to distribute this questionnaire 400 sets due to protect error.

Instruments

For this study, the researcher studies from other researches, concept, thesis

and document in order to create the questionnaire as the instrument to gather the data.

There are four parts as following:

Part 1: Demographic factors

This part of demographic factor of customers included gender, age,

education, income per month and occupation.

Part 2: Customer relationship management

This part the consumer in this research will get the ranking analyze a

document. In the document have 3 topics of customer relationship management and

each of point has different option that is following:

Customer Retention

Customer Acquisition

Customer Profitability

This part affect to customers’ satisfaction of drugstore’ service in Muang

district of Rayong province.

Part 3: Service quality

This part includes the tools of service quality that is tangibles, reliability,

responsiveness, assurance, and empathy when the customers purchased product from

drugstore in Muang district of Rayong province.

Part 4: Customer satisfaction

This part includes the elements of customer satisfaction that relates with

price, quality product & service and corporate image when the customers purchased

product from drugstore in Muang district of Rayong province.

33

Method of analysis

The researcher distribute these questionnaires at 2 places in Rayong where is

Leamthong Rayong and Central Rayong because the both have a lot of people and

easier to distribute questionnaire. When the researcher collects data complete, the

researcher will put all the data to calculate and analyzed the data by computer.

This study used Statistical Package for the social science for analyzed the data.

The statistic will use for analysis by Descriptive Statistics and Inferential Statistics

1. Descriptive Statistics; researcher will use descriptive statistic for part 1

that is demographic factors. There includes gender, age, education, income per month

and occupation. Also descriptive statistics will be used percentage, mean, mode,

standard deviation and average.

2. Inferential Statistics; researcher will use inferential statistics for part 2-4

which are customer relationship management, service quality and customer

satisfaction, Additionally inferential statistics will be used multiple regression

analysis.

34

CHAPTER 4

DATA ANALYSIS AND RESULTS

In order to analyze data for the research topic the study of customers’

satisfaction of drugstore’ service in Muang district of Rayong province.

The researcher has taken the sample data were 400 set to analyze using statistic

methods the results divided into part respectively as below:

Part 1: Statistic of demographics factor

Part 2: Statistic of descriptive customer relationship factors

Part 3: Statistic of descriptive service quality factors

Part 4: Statistic of descriptive customer satisfaction factors

Part 5: Multiple regressions

Part 1 Statistic of demographics factor

Table 4-1 Frequency and percentage of gender

Gender N Percent

Male 154 38.5

Female 246 61.5

Total 400 100

From table 4-1 Most of the respondents were female with 246 people which

accounted for 61.5% and male were 154 people which accounted for 38.5%.

35

Table 4-2 Frequency and percentage of age

Age N Percent

15-24 41 10.3

25-34 237 59.3

35-44 63 15.8

>45 59 14.8

Total 400 100

From table 4-2 Shows that the most of the respondents were between 25-34

years old were 237 people, which accounted for 59.3 %, age between 35-44 years old

were 63 people, which accounted for 15.8 %, and upper 45 years old were 59 people,

which accounted for 14.8 % and between 15-24 years old were 41 people, which

accounted for 10.3%, next between,

Table 4-3 Frequency and percentage of education

Education N Percent

Under Bachelor's degree 80 20.0

Bachelor's degree 242 60.5

Upper Bachelor's degree 78 19.5

Total 400 100

From table 4-3 Shows that the most of the respondents were education in

bachelor’s degree with 242 people, which accounted for 60.5%, next education in

under Bachelor’s degree were 80 people, which accounted for 20.0 %, education in

higher Bachelor’s degree were 78 people, which accounted for 19.5 %

36

Table 4-4 Frequency and percentage of occupation

Occupation N Percent

student 31 7.8

company's employee 178 44.5

government officer 49 12.3

self-business 103 25.8

other 39 9.8

Total 400 100

From table 4-4 Shows that the most of the respondents were occupation in

178 people is company’s employee, which accounted for 44.5%, next occupation in

103 people is self-business, which accounted for 25.8%, occupation in 49 people is

government officer, which accounted for 12.3 %, occupation in 39 people is other

occupation, which accounted for 9.8 % and occupation in 31 people is student,

which accounted for 7.8%.

Table 4-5 Frequency and percentage of salary

Salary N Percent

<10,000 41 10.3

10,001-20,000 118 29.5

20,001-30,000 91 22.8

30,001-40,000 54 13.5

>40,000 96 24.0

Total 400 100

From table 4-5 Shows that the most of the respondents were have salary

between 10,001-20,000 Bath is 118 people which accounted for 29.5%, next

respondent were have salary more than 40,000 Bath is 96 people, which accounted

for 24.0%, salary between 20,001-30,000 Bath is 91 people, which accounted for

22.8 %, 30,001-40,000 Bath is 54 people, which accounted for 13.5% and respondents

37

were have salary less than 10,000 Bath is 41 people, which accounted for 10.3.

Part 2 Statistic of descriptive customer relationship Factors

The result of customer relationship management factors consist customer

retention, customer acquisition and customer profitability. These results are illustrated

by mean and standard deviation as follow:

Table 4-6 Descriptive statistics the total of customers’ satisfaction of drugstore’

service in Mueang district of Rayong province.

From table 4-6 Shows that the total satisfaction of customers’ satisfaction

of drugstore’ service in Mueang district of Rayong province. Customer satisfaction

factors are number one, next is service quality factors and the last is customer

relationship management factors, which has average scale 3.85, 3.79 and 3.40

responsively. Also the satisfaction levels are satisfied.

Table 4-7 Descriptive statistics of customer relationship management.(CRM)

Satisfaction Χ SD Level Range

1. Customer retention 3.01 1.23 Neutral 3

2. Customer acquisition 3.46 1.07 Satisfied 2

3. Customer profitability 3.74 0.91 Satisfied 1

Total 3.40 1.07 Satisfied


CRM 3.40 1.07 Satisfied 3

Service quality 3.79 0.94 Satisfied 2

Customer satisfaction 3.85 0.84 Satisfied 1


38

From table 4-7 Shows that the satisfaction of customer relationship

management is satisfied level, the average is 3.40. First is the customer profitability,

average is 3.74, second is the customer acquisition, average is 3.46 and the last is

customer retention, average is 3.01. Also all of them are satisfied except the customer

retention is neutral and next table will be telling more detail.

Table 4-8 Descriptive statistics of each customer relationship management

Customer relationship management Χ SD Level Range

Crm question 1 2.88 1.25 Neutral 6

Crm question 2 3.13 1.21 Neutral 5

Crm question 3 3.48 1.15 Satisfied 2





From table 4-8 shows that the satisfaction of customer relationship

management. the most of the respondents feel satisfied with customer relationship

management besides question1 and 2, they are neutral. The highest average is 4.00

but 2.88 is at lowest average which is question 6 and question 1 responsively.

Part 3 Statistic of descriptive service quality factors

The result of service quality factors included tangibility, reliability,

responsibility, assurance and empathy. These results are illustrated by mean and

standard deviation as follow:

39

Table 4-9 Descriptive statistics of service quality


1. Tangibility 3.74 0.94 Satisfied 4

2. Reliability 3.83 0.96 Satisfied 2

3. Responsibility 3.85 0.90 Satisfied 1

4. Assurance 3.81 0.94 Satisfied 3

5. Empathy 3.73 0.95 Satisfied 5


From table 4-9 Shows that the total satisfaction of service quality.

The overall is satisfied level, average is 3.79. However, each data may not differ each

other, the responsibility factor is highest average ( = 3.85) and the empathy factor is

at lowest average ( = 3.73). The next table will be telling more detail.

Table 4-10 Descriptive statistics of each service quality (Tangibility)


Tangibility 1 3.76 0.91 Satisfied 3





From table 4-10 This tangible table shows that most of the 400 samples

who completed the questionnaires feel satisfied with tangibility of service quality.

40

Table 4-11 Descriptive statistics of each service quality (Reliability)


Reliability 1 3.83 1.04 Satisfied 2





From table 4-11 This reliability table shows that most of the 400 samples

who completed the questionnaires feel satisfied with reliability of service quality.

Table 4-12 Descriptive statistics of each service quality (Responsiveness)


Responsiveness 1 3.84 0.90 Satisfied 2





From table 4-12 This responsiveness table shows that most of the 400

samples who completed the questionnaires feel satisfied with responsibility of service

quality.

41

Table 4-13 Descriptive statistics of each service quality (Assurance)


Assurance 1 3.84 0.97 Satisfied 3





From table 4-13 This assurance table shows that most of the 400 samples

who completed the questionnaires feel satisfied with assurance of service quality.

Table 4-14 Descriptive statistics of each service quality (Empathy)


Empathy 1 3.82 0.86 Satisfied 3





From table 4-14 This tablet shows that most of the 400 samples who

completed the questionnaires feel satisfied with empathy of service quality.

Conclusion, the most of 400 samples who completed the questionnaires

feel satisfied with each factor of service quality that consists tangibility, reliability,

responsibility, assurance and empathy. However, some respondent is neutral with it.

Part 4 Statistic of descriptive customer satisfaction factors

The result of customer satisfaction factors included quality product &

service, price and corporate image. These results are illustrated by mean and standard

deviation as follow:

42

Table 4-15 Descriptive statistics of customer satisfaction factor


Quality product & service 3.98 0.77 Satisfied 1

Price 3.64 0.91 Satisfied 3

Corporate image 3.92 0.84 Satisfied 2


From tablet 4-15 Shows that most of the 400 samples who completed the

questionnaires feel satisfied because each factor of customer satisfaction has average

between 3.41-4.20. Finally, the total has an average that is 3.85.

Table 4-16 Descriptive statistics of each customer satisfaction factor


customer satisfaction 1 4.04 0.701 Satisfied 1







From tablet 4-16 Shows that most of the 400 samples who completed the

questionnaires feel satisfied with customer satisfaction.

Part 5 Multiple regressions

Equation; Customer satisfaction = β1CRM + β2SEQ

Note ‘CRM’ means customer relationship management

‘SEQ’ means service quality

43

Table 4-17 Customer relationship management

Variable β t Sig.

Customer relationship management .391 6.397 .000

Service quality .122 1.990 .047

From table 4-17 founded that:

1. Customer relationship management factor has a positive influence to the

customer satisfaction statistically significant at the 0.01 level by regression

coefficients are 0.391.

2. Service quality factor has a positive influence to the customer satisfaction

statistically significant at the 0.01 level by regression coefficients are equal to 0.122.

Table 4-18 Customer relationship management

R2 F Sig.

.234 60.032 .000

From table 4-18 founded that

1. Two independent variables (customer relationship management and

service quality) are correlated with customer satisfaction and can explain the variance

of customer satisfaction level of 23.4%

2. At least one independent variables that affected to customer satisfaction

statistically significant levels. 001.

44

Hypothesis test conclusions

Table 4-19 Hypothesis test

From the table 4-19 Found that the two independent variables were

correlated with customer satisfaction in medium level is 0.484, they can explain

the variation of assurance level has 23.40% with the error of the estimation 0.423.

Table 4-20 Hypothesis testa. Dependent Variable: CUS

b. Predictors: (Constant), SEQ, CRM

Table 4-20 Found that independent variables in the satisfaction of at least

one character that affected to customer satisfaction. At the significance level of 0.05.

Model R R Square Adjusted R Square

Std. Error of the

Estimate

1 .484a .234 .230 .42361

a. Predictors: (Constant), SEQ,

Model Sum of Squares df Mean Square F Sig.

1 Regression 21.545 2 10.772 60.032 .000b

Residual 70.521 393 .179

Total 92.066 395

45

Table 4-21 Hypothesis test

a. Dependent Variable: CUS

From table 4-21 can write the equation;

y = 2.794+0.223CRM+0.080SEQ

β1 of customer relationship management = 0.223 that means a number of

customer relationship management increased 1 unit, the customer satisfaction service

of drugstore will increase 0.223 when testing significance was rejected H0 shows that

the customer relationship management affected to the customer satisfaction service of

drugstore statistically significant level 0.05.

β2 of service quality = 0.080 that means a number of service quality

increased 1 unit, the customer satisfaction service of drugstore will increase 0.080

when testing significance was rejected H0 shows that the service quality affected to

the customer satisfaction service of drugstore statistically significant level 0.05.

Hypothesis 1: The customer relationship management factor affect to

customer’ satisfaction for drugstore in Mueang district of Rayong province.

H0: means the customer relationship management factor not affect to

customer’ satisfaction for drugstore in Mueang district of Rayong province.

H1: means the customer relationship management factor affect to customer’

satisfaction for drugstore in Mueang district of Rayong province.

Level of statistical significance (α) = 0.05

In conclusion, from table 4-19 showed that sig is .000 (sig<.05) it accepted

H1 that means two independent variables of satisfaction has at least one variable that

affected to the customer satisfaction at the significance 0.05 level. Then you saw the

Model

Unstandardized

coefficients

Standardized

coefficients t Sig.

Collinearity

statistics

B Std. Error Beta Tolerance VIF

1 (Constant) 2.794 .113 24.731 .000

CRM .223 .035 .391 6.397 .000 .521 1.921

SEQ .080 .040 .122 1.990 .047 .521 1.921

46

table 4-20 that showed the sig of the customer relationship management is less than

0.05. Also the customer relationship management factor has a positive influence to

the customer satisfaction statistically significant at the 0.05 level by regression

coefficients are 0.391.

Hypothesis 2: The service quality factor affect to customer’ satisfaction for

drugstore in Mueang district of Rayong province.

H0: means the service quality factor not affect to customer’ satisfaction for


H1: means the service quality factor affect to customer’ satisfaction for


Level of statistical significance (α) = 0.05

In conclusion, from table 4-19 showed that sig is .000 (sig<.05) it accepted

H1 that means two independent variables of satisfaction has at least one variable that

affected to the customer satisfaction at the significance 0.05 level. Then you saw the

table 4-20 that showed the sig of the service quality is less than .05. Also the service

quality factor has a positive influence to the customer satisfaction statistically

significant at the 0.05 level by regression coefficients are 0.122

CHAPTER 5

CONCLUSIONS, DISCUSSION AND RECOMMENDATIONS

This research is from to study the customers’ satisfaction to choose a

drugstore in the district of Mueang at Rayong province. Need to know what the

factor that affected the consumer to choose for service in drugstore that make it tool

for develop the drugstore’ business in current to make it good better performance

of service in the future. In addition, this research is good information for the investor

think to invest and who want to develop this business in the future.

Conclusions

Descriptive analysis conclusions

Part 1 statistic of demographics factor

Gender The most of the 400 samples who completed the questionnaires

Is 246 people is female (61.5%) and 154 people is male (38.5%). Also female who

prefer to go to drugstore more than male.

Age The most of the respondents were between 25-34 years old were 237

people, which accounted for 59.3%, next between 35-44 years old were 63 people,

which accounted for 15.8 %, and upper 45 years old were 59 people, which accounted

for 14.8 % and between 15-24 years old were 41 people, which accounted for 10.3%

Education The most of the respondents were education in bachelor’s degree

with 242 people, which accounted for 60.5%, next education in under Bachelor’s

degree were 80 people, which accounted for 20.0 %, education in higher Bachelor’s

degree were 78 people, which accounted for 19.5 %. In other is have Master’s degree

and Doctor’s degree.

Occupation The most of the respondents were occupation in 178 people is

company’s employee, which accounted for 44.5%, next occupation in 103 people is

self-business, which accounted for 25.8 %, occupation in49 people is government

officer, which accounted for 12.3%, occupation in 39 people is other occupation,

which accounted for 9.8% that will be tell more detail in next table and occupation

in 31 people is student, which accounted for 7.8%.

48

Salary The most of the respondents were have salary between 10,001-

20,000 baht is 118 people which accounted for 29.5%, next respondent were have

salary more than 40,000 baht is 96 people, which accounted for 24.0%, salary

between 20,001-30,000 baht is 91 people, which accounted for 22.8 %, 30,001-40,000

baht is 54 people, which accounted for 13.5% and respondents were have salary less

than 10,000 baht is 41 people, which accounted for 10.3%

Part 2 Statistic of descriptive customer relationship management factors

The result of customer relationship management factors consisted customer

retention, customer acquisition and customer profitability. These results are illustrated

by mean and standard deviation as follow:

Customer relationship management factors are satisfied level, the average is

3.40. First is the customer profitability, average is 3.74, second is the customer

acquisition, average is 3.46 and the last is customer retention, average is 3.01.

Also all of them are satisfied except the customer retention is neutral.

Part 3 Statistic of descriptive service quality factors

The result of service quality factors included tangibility, reliability,

responsibility, assurance and empathy. These results are illustrated by mean and

standard deviation.

Service quality the total satisfaction of service quality. The overall is

satisfied level, average is 3.79. However, each data may not differ each other, the

responsibility factor is highest average ( = 3.85) and the empathy factor is at lowest

average ( = 3.73).

Tangibility, Reliability, Responsibility, Assurance and Empathy

The most of the 400 samples who completed the questionnaires feel satisfied with

All of service quality factors.

Part 4 Statistic of descriptive customer satisfaction factors

The result of customer satisfaction factors included quality product &

service, price and corporate image. These results are illustrated by mean and standard

deviation.

Customer satisfaction factors that most of the 400 samples that completed

the questionnaires feel satisfied because each factor of customer satisfaction has

average between 3.41-4.20. Finally, the total has an average that is 3.85. Also,

49

the most of the 400 samples who completed the questionnaires feel satisfied with

overall customer satisfaction factors.

Part 5 Multiple regressions

Regression analysis is a study the relationship between two variables or

attributes of data and brings this result to predict. Also this result studied the

relationship between two independent variables and one dependent variable.

The independent variables consisted customer relationship management factors

and service quality factors. And the dependent variable is customer satisfaction.

Equation; Customer satisfaction = β1CRM + β2SEQ

Note ‘CRM’ means customer relationship management

‘SEQ’ means service quality

From the result founded that

The two independent variables are correlated with customers’ satisfaction of

drugstore service in medium level is 0.484. Both variables could explain the variation

was 23.40%, with the error of approximately 0.424. And two independent variables of

satisfaction have at least one variable that affected to the customer satisfaction at the

significance 0.05 level.

Additionally, the customer relationship management factor has a positive

influence to the customer satisfaction statistically significant at the 0.05 level by

regression coefficients are 0.391. By the way, service quality factor has a positive

influence to the customer satisfaction statistically significant at the 0.05 level by

regression coefficients are equal to 0.122.

Discussion

1. The most of respondents are female, age 25-34 years old, Bachelor’s

degree and company as Buriphraserd (2007) and Phongvaranon (2010), study one of

private hospital's service qualities: Women’s Health of out-patients case study and

studied the customer’s satisfaction of chain drugstores’ service respectively.

Therefore, the explicit correction in this study, their result founded that most of

out- patients are women who ages 21-30 years old, graduated bachelor's degree,

be employee in company, 15,000-25,000 baht salary. Their point of view are each

service of there, which is high criterion as staffs, health care, cost of treatment,

50

medical instruments and reliability of health stuff.

2. The result of service quality factors included tangibility, reliability,

responsibility, assurance and empathy. The most of the 400 samples who completed

the questionnaires feel satisfied with all of service quality factors. As Mosahab (2010)

studied on customer satisfaction, quality of service and loyalty; testing mediation

He studied the relationship between customer satisfaction, quality of service and

loyalty. The findings show that in all five dimensions of service quality. He claimed

that research shows that the relationship positive and significant in all five dimensions

of service quality, satisfaction and loyalty. By the way, this can be divided into two

dimensions of performance and processing, results in a dimension that is more

reliable and processing as well as other dimensions (concrete response, confidence

and compassion), The findings of this section is to show that. both the size and the

processing and positively correlated with customer satisfaction and loyalty.

3. The result of customer relationship management factors consisted

customer retention, customer acquisition and customer profitability, all of them are

satisfied level. KOÇOĞLU (2012) studied on CRM and loyalty, collect this data in

the sector of banking. This research aims to llustrate the relationship between CRM

and loyalty of customer. He argued that an understanding of the basic elements of

marketing a new era of customer satisfaction. A business can survive for as long as

they can meet the needs of customers. And ensure customer satisfaction Determining

the needs and demands of consumers. The meeting is one way to enable the

satisfaction of consumers.

4. Two independent variables (customer relationship management and

service quality) have a positive influence to the customer satisfaction statistically

significant at the 0.01 level by regression coefficients are 0.391 and 0.122

respectively. That mean both factors were correlated with customer satisfaction.

However, this result related with the study of Mosahab (2010) he studied customer

satisfaction, quality of service and loyalty; a test of mediation. He studied a quality of

service, customer loyalty & satisfaction: a test of mediation. This research was

conducted with a bank in two countries for two years that aimed to show the quality

of services by Bank, and studied of the relationship between quality of service, loyalty

and customer satisfaction. The research illustrates that in all dimensions of service

51

quality. Additionally, research has shown that, although all five dimensions of

performance in all of the Sepah Bank has received higher-than-average credit limit,

which in both of tangibles and assurance those have the highest and the least correlate

with the customer satisfaction and loyalty. But it did not meet the expectations of the

customer.

Recommendationin implication for business

1. The reliability of customer satisfaction factor is weak but another factor

is high. Because the theory does not strength and cover this factor as Parasuraman,

Zeithaml theory. The researcher thinks that you should find another factor to cover the

customer satisfaction such as trust, etc. it makes the reliability of customer satisfaction

factor is high.

2. The most of this result, respondents are satisfied with drugstore’ service

that consists service quality and customer relationship management. However,

satisfaction of some point is low level such as price and promotion. An owner should

compare a price with another shop and create a new promotion to attract customer.

Recommendationfor the further

1. For the other researcher interest to study about the customer satisfaction

of Drugstore, you should study the influence of choosing a drugstore on customer

behavior to find why a customer usually go to the same drugstore.

2. Nowadays, a pharmacy business has grown quickly as 7-11 shop.

You can see everywhere has a lot of people or village where has more than one

pharmacy. Also the study marketing strategy of drugstore is interested because who

interest to invest this business can get this result to study before doing it. And owner

pharmacy business can bring this result to develop or solve some problem.

3. Studied the comparing of customer’s satisfaction service between chain

drugstores and owner is not chain drugstore or franchise because to days franchise

businesses are population, people would rather to go there. Also this topic is

interesting to find a result then a researcher can get the result to develop a business.

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Appendix

56

Appendix 1

Questionnaire (Thai version)

57

แบบสอบถามเพอการวจย เรอง การศกษาความพงพอใจของลกคาทไดรบการบรการจากรานยา ในเขตอ าเมองระยอง จงหวดระยอง =====================================================================

เรยน ผตอบแบบสอบถาม แบบสอบถามนเปนสวนประกอบในการศกษาเพอท านพนธ ขอมลทไดรบจะถกเกบเปนความลบและไมมผลใดๆตอผตอบแบบสอบถาม จงขอความรวมมอจากทานกรอกแบบสอบถาม ซงขอมลของทานจะเปนประโยชนอยางยงตอการท านพนธ ขอขอบคณมา ณ โอกาสน

ผวจย

ตอนท1 ขอมลทวไป ค าชแจง: กรณาท าเครองหมาย ( / ) หนาค าตอบทถกตองเกยวกบตวทาน 1. เพศ ชาย หญง 2. อาย 15-24 ป 25-34 ป 35-44 ป ตงแต 45 ปขนไป 3. ระดบการศกษา ต ากวาปรญญาตร ปรญญาตร สงกวาปรญญาตร 4. อาชพ

นกเรยน/ นกศกษา พนกงานบรษท ขาราชการ/ รฐวสาหกจ

ธรกจสวนตว อน ๆ (โปรดระบ)....................................

58

5. รายไดตอเดอน ต ากวา 10,000 บาท 10,000-20,000 บาท

20,001-30,000 บาท 30,001-40,000 บาท มากกวา 40,000บาท

ตอนท 2: ปจจยของการบรหารเพอสรางความสมพนธทดกบลกคาทมาใชบรการรานยา ในเขตอ าเภอเมองระยอง จงหวดระยอง ค าชแจง กรณาท าเครองหมาย ( / ) ลงในชองระดบความพงพอใจทสอดคลองกบค าตอบของทาน

ระดบความพงใจ 5 หมายถง พงพอใจมากทสด

ระดบความพงใจ 4 หมายถง พงพอใจมาก ระดบความพงใจ 3 หมายถง พงพอใจปานกลาง ระดบความพงใจ 2 หมายถง พงพอใจนอย

ระดบความพงใจ 1 หมายถง พงพอใจนอยทสด

ปจจยของการบรหารเพอสรางความสมพนธทดกบลกคา ระดบความพงพอใจ 5 4 3 2 1

1. Customer retention คณพงพอใจตอสนคาและบรการตาง ๆ ในรานยา คณพงพอใจทรานยาไมคดคาธรรมเนยมเมอช าระเงนดวยบตรเครดต

2. Customer acquisition คณพงพอใจตอรายการโปรโมชนของรานยา เชน พงพอใจตอรายการสนคาทอยในโปรโมชน เปนตน

รานยาคอยแจงขาวสารเกยวกบโปรโมชนแกลกคาทางอเมล หรอทางโทรศพท

3. Customer profitability พนกงาน/ เภสชกรสนใจหวงใยตอปญหาของทาน พนกงาน/ เภสชกรเตมใจใหบรการ/ ค าแนะน าแกทาน แมวาทานไมไดซอสนคาในรานยา

59

ตอนท 3: ปจจยของคณภาพบรการของรานยา ในเขตอ าเภอเมองระยอง จงหวดระยอง ค าชแจง กรณาท าเครองหมาย ( / ) ลงในชองระดบความพงพอใจทสอดคลองกบค าตอบของทาน

ระดบความพงใจ 5 หมายถง พงพอใจมากทสด ระดบความพงใจ 4 หมายถง พงพอใจมาก ระดบความพงใจ 3 หมายถง พงพอใจปานกลาง ระดบความพงใจ 2 หมายถง พงพอใจนอย


คณภาพบรการ ระดบความพงพอใจ

5 4 3 2 1 1. Tangibility ชอ/ ปายของรานยาเหนชดเจน อปกรณ/ เครองมอภายในรานยาทนสมยและพรอมใช บรเวณในรานยาส าหรบการบรการมความสะดวกสบาย เภสชกรและพนกงานแตงกายสภาพ 2. Reliability รานยามเภสชกรประจ ารานตลอดเวลา เภสชกรเขาใจถกตองเกยวกบปญหาสขภาพของทาน เภสชกรมทกษะความรในการดแลรกษาปญหาสขภาพทาน

เภสชกรไมเปดเผยขอมลของทานตอบคคลอน 3. Responsiveness เภสชกรและพนกงานมความกระตอรอรน ในการใหบรการ

เภสชกรและพนกงานเตมใจใหความชวยเหลอ/ค าปรกษาแกทาน

เภสชกรและพนกงานใหบรการอยางรวดเรว งายและสะดวกตอการตดตอรานยาเวลาทานมปญหาเกยวกบยาหรอปญหาสขภาพของทาน

60

คณภาพบรการ ระดบความพงพอใจ

5 4 3 2 1 4. Assurance ทานเชอมนในทกษะความรของเภสชกรทใหบรการ คณรสกปลอดภย ตอการใหบรการของเภสชกร/พนกงาน เชน การจายยา, ค าปรกษา เปนตน

พนกงาน/เภสชกรมมารยาทและความเปนกนเอง กบทาน

พนกงาน/เภสชการมความรบผดชอบตอการท างาน 5. Empathy พนกงาน/ เภสชกรรและเขาใจความตองการของลกคา พนกงาน/ เภสชกรสนใจและรบฟงปญหา (สขภาพ/ ยา)ของทาน

พนกงาน/ เภสชกรพรอมตอบค าถามเกยวกบปญหา(สขภาพ/ ยา) ของทาน

พนกงาน/ เภสชกรสามรถจดจ าขอมลเกยวกบทาน เชน ประวตการแพยาม รายการยาทซอประจ า เปนตน

ตอนท 4: ปจจยความพงพอใจตอการบรการของรานยา ในเขตอ าเภอเมองระยอง จงหวดระยอง ค าชแจง กรณาท าเครองหมาย ( / ) ลงในชองระดบความพงพอใจทสอดคลองกบค าตอบของทาน

ระดบความพงใจ 5 หมายถง พงพอใจมากทสด ระดบความพงใจ 4 หมายถง พงพอใจมาก ระดบความพงใจ 3 หมายถง พงพอใจปานกลาง ระดบความพงใจ 2 หมายถง พงพอใจนอย


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ความพงพอใจ ระดบความพงพอใจ

5 4 3 2 1 1. Quality product and service คณพงพอใจตอคณภาพสนคาในรานยา สนคาในรานยามความหลากหลายยหอตอการใหบรการ 2. Price ราคาสนคาในรานยาถกกวารานยาอน ๆ รานยามโปรโมชนทนาสนใจ 3. Corporate image รานยามจดเดนงายตอการมองเหน คณพงพอใจรานยาทมทจอดรถ

62

Appendix 2

Questionnaire (English version)

63

Questionnaire

This research is partial fulfillment of Independent Study Project in

International Master of Business Administration study at Burapha University.

The objective of this research is to study customers’ satisfaction of drugstore service

in Mueang district of Rayong province.

Thanks you for your cooperation in answering this questionnaire

Part 1: Demographic Factor

Explanation : Please mark / into ( ) Where appropriate choice

1. Gender

( ) 1. Male ( ) 2. Female

2. Age

( ) 1. 15-24 years old. ( ) 2. 25-34 years old.

( ) 3. 35-44years old. ( ) 4. at least 45 years old.

3. Education

( ) 1. UnderBachelor’s degree ( ) 2. Bachelor’s degree

( ) 3. UpperBachelor’s degree

4) Occupation

( ) 1. Student ( ) 2. Company’s employees

( ) 3. Government officer ( ) 4. Self-business

( ) 5. Other ( Please specify) ____________

64

5. Income per month

( ) 1. Less than 10,000 Bath ( ) 2. 10,000 - 20,000 Bath

( ) 3. 20,001 - 30,000 Bath ( ) 4. 30,001-40,000 Bath

( ) 5. More than 40,000 Bath

Part 2: Customer relationship management

Explanation : Please mark / into ( ) Where appropriate choice

Topic

Ver

y S

ati

sfie

d

Sati

sfie

d

Neu

tral

Dis

-sati

sfie

d

Ver

y D

issa

tisf

ied

1. Customer retention

You are satisfied with the overall service of

drugstore..

You don’t pay service charge when you pay by

credit card.

2. Customer acquisition

You are satisfied with the shop’s promotion.

Drugstore usually sends the shop’s promotion to

you by mail or telephone.

3. Customer profitability

Staff/ Pharmacist take care customers when they

have problem.

Staff/ Pharmacist is willing to advice you even

though you don’t buy anything in there.

65

Part 3: Sevice quality

Explanation: Please mark/ into ( ) Where appropriate choice

Topic

Ver

y s

ati

sfie

d

Sati

sfie

d

Neu

tral

Dis

-sati

sfie

d

Ver

y D

issa

tisf

ied

1. Tangible

Name/ Logo of drugstore is clear.

Tools & equipment are ready to use and modern.

Area for service is convenient.

Staff/ Pharmacist dresses politely.

2. Reliability

Drugstore always has pharmacist.

Pharmacist understands about health problem.

Pharmacist has skills and knowledge to dispense

medicines.

Pharmacist keeps secret about patient information.

3. Responsiveness

Staff/ Pharmacist is ready to service customers.

Staff/ Pharmacist is willing to help your health

problem.

Staff/ Pharmacist services conveniently and quickly.

It is easy to contract the drugstore when the

customers have some problem.

4. Assurance

Pharmacist has knowledge and skill that make you

convenience.

You feel safe when staff/ pharmacist services.

Staff/ Pharmacist is good manners and friendliness.

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Part 4: Customer satisfaction

Topic

Ver

y S

ati

sfie

d

Sati

sfie

d

Neu

tral

Dis

-sati

sfie

d

Ver

y i

s sa

tisf

ied

1. Quality product and service

Product quality in drugstore.

The drug store has a variety of brand.

2. Price

Product price is cheap.

Shop’s promotions are interested.

3. Corporate image

It is easy to see the drugstore

The drugstore has convenient car parking for you.

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APPENDIX 3

SPSS

68

Frequency table: Demography

Gender

Frequency Percent Valid percent Cumulative percent

Valid male 154 38.5 38.5 38.5

female 246 61.5 61.5 100.0

Total 400 100.0 100.0

Age

Frequency Percent Valid Percent Cumulative percent

Valid 15-24 41 10.3 10.3 10.3

25-34 237 59.3 59.3 69.5

35-44 63 15.8 15.8 85.3

>45 59 14.8 14.8 100.0

Total 400 100.0 100.0

Education

Frequency Percent Valid percent Cumulative percent

Valid under

Bachelor's

degree

80 20.0 20.0 20.0

Bachelor's

degree 242 60.5 60.5 80.5

upper

Bachelor's

degree

78 19.5 19.5 100.0

Total 400 100.0 100.0

Occupation

Frequency Percent Valid Percent

Cumulative

Percent

Valid student 31 7.8 7.8 7.8

company's

employee 178 44.5 44.5 52.3

government

officer 49 12.3 12.3 64.5

self-business 103 25.8 25.8 90.3

other 39 9.8 9.8 100.0

Total 400 100.0 100.0

69

Income per month

Frequency Percent Valid Percent

Cumulative

Percent

Valid <10,000 41 10.3 10.3 10.3

10,001-20,000 118 29.5 29.5 39.8

20,001-30,000 91 22.8 22.8 62.5

30,001-40,000 54 13.5 13.5 76.0

>40,000 96 24.0 24.0 100.0

Total 400 100.0 100.0

Descriptive Statistics: Demograph

Gender

Age

Education

N Minimum Maximum Mean Std. Deviation

Education 400 1 3 1.99 .629

Valid N (listwise) 400


age 400 1 4 2.35 .854


Occupation


Occupation 400 1 5 2.85 1.177


70

Descriptive Statistics: Customer relationship management ‘CRM’

Descriptive Statistics: Service quality

Tangibility


tangibility 1 400 1 5 3.76 .914

tangibility 2 400 1 5 3.40 1.031

tangibility 3 400 1 5 3.89 .908

tangibility 4 400 1 5 3.92 .903


Income


Income per month 400 1 5 3.11 1.338



CRM1 400 1 5 2.88 1.251

CRM2 400 1 5 3.13 1.214

CRM3 400 1 5 3.48 1.152

CRM4 400 1 5 3.44 .987

CRM5 400 1 5 3.48 .988

CRM6 400 1 5 4.00 .841



gender 400 1 2 1.62 .487


71

Reliability


Reliability 1 400 1 5 3.83 1.035

Reliability 2 400 1 5 3.76 .934

Reliability 3 400 1 5 3.81 .905

Reliability 4

400 1 5 3.91 .959


Responsiveness


Responsiveness 1 400 1 5 3.84 .904

Responsiveness2 400 1 5 3.92 .872




Assurance


Assurance 1 400 1 5 3.84 .973

Assurance 2 400 1 5 3.91 .847

Assurance 3 400 1 5 3.85 .878

Assurance 4 400 1 5 3.63 1.018


Empathy


Empathy 1 400 1 5 3.82 .885

Empathy 2 400 1 5 3.84 .871

Empathy 3 400 1 5 3.90 .924

Empathy 4 400 1 5 3.36 1.117


72

Multiple regressions

Variables Entered/Removeda

Model Variables Entered Variables Removed Method

1 SEQ, CRMb . Enter


b. All requested variables entered.

Model Summary

Model R R Square

Adjusted R

Square Std. Error of the Estimate

1 .484a .234 .230 .42361

a. Predictors: (Constant), SEQ, CRM

Customer satisfaction

N Minimum Maximum Mean

Std.

Deviation

Customer satisfaction 1 400 2 5 4.04 .701







73

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1

(Constant) 2.794 .113 24.731 .000

CRM .223 .035 .391 6.397 .000 .521 1.921

SEQ .080 .040 .122 1.990 .047 .521 1.921


Collinearity Diagnosticsa

Model Dimension Eigenvalue

Condition

Index

Variance Proportions

(Constant) CRM SEQ

1 1 2.958 1.000 .00 .00 .00

2 .030 9.976 .66 .46 .00

3 .012 15.435 .34 .54 .99


ANOVAa

Model Sum of

Squares df Mean Square F Sig.

1

Regression 21.545 2 10.772 60.032 .000b

Residual 70.521 393 .179

Total 92.066 395 a. Dependent Variable: CUS

b. Predictors: (Constant), SEQ, CRM

74

BIOGRAPHY

Name Miss Panid Keeratibumrungphong

Date of birth July 26,1989

Place of birth Chonburi

Present address 88/6 M.2Noen-Phra, MueangDitrict

Rayong 21000

Education

2008 -2013 Bachelor’s degree Pharmacy (Pharmacy)

SilpakornUnivesity

2015 Master of Businss Administration (M.B.A.)

(International Program)

Graduate School of Commerce

Burapha University

customers' satisfaction of drugstore' service

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