Service Utilization Decision of Customers at K-One Business Co., Ltd., Chonburi Province

Abstract

This research aimed to examine the level of service utilization decision among customers at K-One Business Co., Ltd., Chonburi Province, and to compare levels of service utilization decision by personal factors, including gender, age, marital status, educational level, and monthly income. This study employed a quantitative research method using a questionnaire to collect data from a sample of 68 customers of K-One Business Co., Ltd., in Chonburi Province, with the sample size calculated using Krejcie and Morgan's table. The questionnaire's reliability coefficient was 0.95. Data were analyzed using percentages, means, standard deviations, and hypothesis testing using t-tests and One-Way ANOVA.
The research findings revealed that the overall level of customers' service utilization decision was high. The aspect with the highest mean score was staff politeness, followed by staff reliability and communication ability, while the tangible aspects had the lowest mean score. The hypothesis testing indicated that respondents with different genders and marital statuses had significantly different opinions regarding their service utilization decisions at the 0.05 level of significance. Meanwhile, the variables of age, educational level, and monthly income showed no statistically significant differences.
The findings of this study can serve as a guideline for the company to improve its service quality and align with customer expectations by emphasizing staff politeness, reliability, and communication skills, as well as tangible improvements to be modern and trustworthy. This will maximize customer satisfaction and enhance the company's sustainable business competitiveness.