Sustainable Development Model of Car Care Business in Chaing Rai Province

Abstract

The research on title "Sustainababilty model of car care business in Muang district Chiang Rai Province" aims to study the service quality factors, business operation sustainability, and identify the relationship of service quality factors that affect the sustainability of the car care business in Muang District, Chiang Rai . The research is mixed-method. The data was collected from 32 entreprenuers. Most of the operators are males. Aged between 31 – 40 years, bachelor's degree. The initial investment is between 250,000 – 500,000 baht on sole proprietorship. The car care business model is a full-service car washing in theire-own area.The business has been operated about 3-4 years with profitability performance and the payback period is between 1-2 years. The overall of service quality factors that car care business entreprenuers have performed to customers is at the highest level. The factors of service quality with high averages were: the reliability, followed by the tangibility service, assurance, customer empathy, and customer responsiveness, respectively. The overall of sustainability in the car care business; comprises 3 dimensions: economic, social, and environmental, which are at a high level. The highest average sustainability factor was economic, followed by environmental at a high average level, and the least average was social sustainability. The car care business model does not affect the service quality factors (β=0.418, t =1.626, p-value= 0.114), whereas there is an effect on the service quality factors of sustainability of the car care business in Muang District, Chiang Rai. (β =0.624, t =3.545, p-value= 0.001) Service quality factors affect the sustainability of car care business in Muang district Chiang Rai with statistical significance at 0.01 level. The service quality factor was able to predict the sustainability by 28.30 percent (R2 = 0.283)