SERVICE QUALITY AND SATISFACTION AFFECTING THE IMAGE OF LAMPANG AREA EXCISE OFFICE

Abstract

This independent study included the following objectives: 1) to study the level of importance of service quality, satisfaction and image of Lampang Area Excise Office; and 2) to investigate service quality and satisfaction affecting the image of Lampang Area Excise Office. The sample group was the 385 people using the services of the Lampang Area Excise Office. The tool used in the study was a questionnaire through descriptive statistics including percentage, standard deviations and referential statistics with Multiple Regression Analysis Enter method. The study results were found as follows. 1) The overall level of importance was at the highest level and could be ranked from the highest to the lowest as the followings: the service quality with the mean of 4.82; image with the mean of 4.80, and satisfaction with the mean of 4.45 respectively. 2) The results of Multiple Regression Analysis Enter method found that service quality and satisfaction affected the image of Lampang Area Excise Office at the statistical significance level of 0.01.