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ÀÒ¤ÃÑ°ä·Â Public Service Quality: De nition, Measurement and its Application in the Thai Public Service

ªÑªÇÒÅÂ! ·ÑµÈÔÇÑª1

Chatchawal Dhatsiwat

1 ¹Ñ¡ÈÖ¡ÉÒËÅÑ¡ÊÙµÃÃÑ°»ÃÐÈÒÊ¹ÈÒÊµÃ´ØÉ®ÕºÑ³±Ôµ ÁËÒÇÔ·ÂÒÅÑÂÃÒªÀÑ®ÇäÅÂÍÅ§¡Ã³ ! ã¹¾ÃÐºÃÁÃÒªÙ»¶ÑÁÀ !

106 ÃÑ°»ÃÐÈÒÊ¹ÈÒÊµÃ !

Abstract

Concepts of Service Quality, in many recent years, become

the main conceptual framework and outstanding model that has

been widely used to measure the capabilities of Thai public service

delivering agencies. This paper aims to propose the most cited

Service Quality Concepts, including their applications-SERVQUAL as

the reliable and valid assessment tool, which are considered useful

enunciated tool to measure the service delivery performance of Thai

agencies as well as for further studying and researching to make

great contributions both in the areas of academics and practical

elds.

Keywords: Quality, Service Quality, SERVQUAL, Thai Public Service

Quality Development

¤ÇÒÁ¹Ó

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regime) ¡ÒÃºÃÔËÒÃ§Ò¹ÀÒ¤ÃÑ°ä·Â äÁ‹¤‹ÍÂä ŒãËŒ¤ÇÒÁÊÓ¤ÑÞà·‹Òã´¹Ñ¡¡Ñº¡ÒÃãËŒºÃÔ¡ÒÃ »ÃÐªÒª¹ äÁ‹Ç‹Ò¨ÐÁÍ§ã¹á§‹¤Ø³ÀÒ¾¡ÒÃµÍºÊ¹Í§¤ÇÒÁµŒÍ§¡ÒÃãËŒà¡Ô ¼Å ËÃ×Í»ÃÔÁÒ³¢Í§¡ÒÃãËŒºÃÔ¡ÒÃ·Õèà¾ÕÂ§¾Íà¾×èÍÊ¹ÑºÊ¹Ø¹¡ÒÃàµÔºâµ¢Í§ÀÒ¤¸ØÃ¡Ô¨áÅÐÀÒ¤»ÃÐªÒª¹ áÅÐÂÔè§ãËŒ¤ÇÒÁÊÓ¤ÑÞ¹ŒÍÂÅ§ä»àÁ×èÍ¡Å‹ÒÇ¶Ö§àÃ×èÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ (service quality) â´Âä Œä»ãËŒ¤ÇÒÁÊÓ¤ÑÞ¡Ñº»ÃÐà ç¹¤ÇÒÁ¾Ö§¾Íã¨¢Í§»ÃÐªÒª¹·ÕèÁÒÃÑººÃÔ¡ÒÃ ¾ÃŒÍÁ ¡ÑºÁÕà¤Ã×èÍ§Á×ÍÇÑ »ÃÐàÁÔ¹¤ÇÒÁ¾Ö§¾Íã¨áººµ‹Ò§Ë¹‹ÇÂµ‹Ò§Ç‹Ò¡Ñ¹ä»àÍ§ ¡ÒÃãªŒà¤Ã×èÍ§Á×Í

ÇÑ´¤Ø³ÀÒ¾¢Í§¡ÒÃãËŒºÃÔ¡ÒÃ·Õèä ŒÁÒµÃ°Ò¹ ¨Ö§äÁ‹»ÃÒ¡¯á¾Ã‹ËÅÒÂÁÒ¡¹Ñ¡¡ÑºË¹‹ÇÂ§Ò¹ÀÒ¤ÃÑ°ä·Â·Õè·ÓË¹ŒÒ·ÕèËÅÑ¡ã¹¡ÒÃ¨Ñ´ºÃÔ¡ÒÃÊÒ¸ÒÃ³Ð áÁŒÃÐººÃÒª¡ÒÃ¢Í§àÃÒ ËÅÒÂ·Õè¼‹Ò¹ÁÒ¨¹»˜¨¨ØºÑ¹ ¨ÐÍÂÙ‹ã¹ÀÒÇÐ¢Í§¡ÒÃºÃÔËÒÃÃÒª¡ÒÃáººÁØ‹§à¹Œ¹¼ÅÊÑÁÄ· Ôì (result-based management) ¡çµÒÁ áµ¡µ‹Ò§ä»¨Ò¡ÒÃºÃÔËÒÃÀÒ¤ÃÑ°¢Í»ÃÐà·Èã¹âÅ¡µÐÇÑ¹µ¡ Â¡àÇŒ¹äÇŒáµ‹ã¹áÇ´Ç§ÇÔªÒªÕ¾¡ÒÃ¾ÂÒºÒÅ¢Í§ä·Â ·Õè Ù¨Ðä´ŒÃÑº¤ÇÒÁÊ¹ã¨ áÅÐÁÕ¡ÒÃ¾Ñ²¹ÒÍ§¤!¤ÇÒÁÃÙŒ µÅÍ´ä»¨¹¶Ö§¡ÒÃ¾Ñ²¹Òà¤Ã×èÍ§Á×ÍÇÑ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÍÂ‹Ò§¡ÇŒÒ§¢ÇÒ§µ‹Íà¹×èÍ§ º·¤ÇÒÁÇÔªÒ¡ÒÃ¹Õé ÁØ‹§àÊ¹Íá¹Ç¤Ô´áÅÐËÅÑ¡¡ÒÃà¾×èÍ»ÃÐâÂª¹ !ã¹¡ÒÃÇÔ¨ÑÂËÃ×Í¡ÒÃÈÖ¡ÉÒàÃ×èÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¢Í§Ë¹‹ÇÂ§Ò¹ÀÒ¤ÃÑ° â´Â¡Å‹ÒÇ¶Ö§á¹Ç¤Ô´à¡ÕèÂÇ ¡Ñº¤Ø³ÀÒ¾áÅÐ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à¡³±!¡ÒÃ¾Ô ÒÃ³Ò¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¡ÒÃÇÑ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à¤Ã×èÍ§Á×ÍÈÖ¡ÉÒ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ áºº¨ÓÅÍ§ª‹Í§Ç‹Ò§¡ÒÃÃÑº ÃÙŒ¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ µÑÇá»Ã·ÕèÁÕÍÔ· Ô¾Åµ‹Í¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¡ÒÃ¾Ñ²¹Òµ‹Í ÂÍ´à¤Ã×èÍ§Á×ÍÇÑ´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¨Ò¡ SERVQUAL «Öè§à»š¹à¤Ã×èÍ§Á×ÍÇÑ´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·Õèä ŒÃÑº¤ÇÒÁ¹ÔÂÁ¹ÓÁÒ»ÃÐÂØ¡µ!ãªŒà»š¹ÍÂ‹Ò§ÁÒ¡ ÃÇÁ·Ñé§¢ŒÍÇÔ¨ÒÃ³ !¢Í§ µÑÇáºº SERVQUAL «Öè§¤Ò´Ç‹Ò Ñ¡à»š¹»ÃÐâÂª¹!µ‹ÍáÇ´Ç§ÇÔªÒ¡ÒÃáÅÐà»š¹¾×é¹°Ò¹¢Í§ ¡ÒÃ·Ó§Ò¹ÇÔ¨ÑÂ ã¹ÅÑ¡É³Ð·Õè¨Ñ¡ä Œª‹ÇÂ¡Ñ¹µ‹ÍàµÔÁËÃ×Íµ‹ÍÂÍ´Í§¤ !¤ÇÒÁÃŒÙ ŒÒ¹¹Õé áÅÐ¨Ð ÂÑ§¤Ø³Ù»¡ÒÃàÁ×èÍ¹Óä»ãªŒà»š¹¡ÃÍº¤ÇÒÁ¤Ô´à¾×èÍ¡ÒÃÊÃŒÒ§à¤Ã×èÍ§Á×Íà¾×èÍÇÑ´¤Ø³ÀÒ¾¡ÒÃ ãËŒºÃÔ¡ÒÃ¨Ò¡¡ÒÃ¨Ñ´ºÃÔ¡ÒÃÊÒ¸ÒÃ³ÐÊÓËÃÑºË¹‹ÇÂ§Ò¹ÀÒ¤ÃÑ°µ‹Íä»

á¹Ç¤Ô´à¡ÕèÂÇ¡Ñº¤Ø³ÀÒ¾áÅÐ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¤Ø³ÀÒ¾ ÊÒÁÒÃ¶¾Ô¨ÒÃ³Òä´Œ¨Ò¡ËÅÒÂÁØÁÁÍ§ áÅÐÊÒ¢Ò¤ÇÒÁÃÙŒ ËÅÒ¡ ÅÑ¡É³Ð·Ò§àÈÃÉ°¡Ô¨ ÊÑ§¤Á ¡ÒÃµÅÒ´ ¨ÔµÇÔ·ÂÒáÅÐ¡ÒÃÇÔ¨ÑÂ¡ÒÃ´Óà¹Ô¹¡ÒÃ (Khantanapha, 2000: 8) â´Â¨Ò¡ÁØÁÁÍ§¢Í§ºÍÃ !¹ (Born, 1994) ¤Ø³ÀÒ¾à»š¹àÃ×èÍ§ ·Ò§à·¤¹Ô¤·Õè»¨ ØºÑ¹ä ŒÃÑº¤ÇÒÁÊÓ¤ÑÞÍÂ‹Ò§ÂÔè§¨Ò¡¼ÙŒºÃÔËÒÃÃÐ ÑºÊÙ§ (top management

agenda) áÅÐà»š¹Ë¹Öè§ã¹»¨ ÑÂ¾×é¹°Ò¹¢Í§¡ÒÃÊÃŒÒ§ÊÁÃÃ¶¹Ð¡ÒÃ Ñ ¡ÒÃáÅÐ¡ÒÃá¢‹§¢Ñ¹ãËŒ¡ÑºÍ§¤!¡Ã áÅÐä ŒÃÑº¤ÇÒÁÊ¹ã¨ÍÂ‹Ò§àËç¹ä ŒªÑ´ã¹ª‹Ç§ËÅÒÂ¤ÃÔÊµ !·ÈÇÃÃÉ·Õè¼‹Ò¹ÁÒ


áµ‹ã¹ÁØÁÁÍ§àªÔ§»ÃÑªÞÒ (Philosophical View) ¤Ø³ÀÒ¾à»š¹¤Ø³ÅÑ¡É³ÐáË‹§¤ÇÒÁ¤ÔáÅÐºÃÃ´Ò¶ŒÍÂá¶Å§·Õèàª×èÍÁÑè¹Ç‹Ò¨Ð¡‹ÍãËŒà¡Ô´¼Å´Ñ§·Õè¤Ò´äÇŒ (Pirsig, 1974 cited in Khantanapha, 2000: 8) ¤ÇÒÁà»š¹¹ÒÁ¸ÃÃÁ¢Í§¤Ø³ÀÒ¾¹Õé ·ÓãËŒàÃÒÂÒ¡·Õè¨ÐãËŒ¤Ó ¹ÔÂÒÁ¤ÇÒÁËÁÒÂ¢Í§¤Ø³ÀÒ¾ä´Œ à¹×èÍ§¨Ò¡¤Ø³ÀÒ¾ÁÑ¡à»š¹¤Ó·Õè¨ÐµŒÍ§¾Ô¨ÒÃ³Òã¹àªÔ§ ÊÑÁ¾Ñ· !¡ÑºµÑÇ¢Í§ÁÑ¹àÍ§ ¹Ñ¡ÇÔªÒ¡ÒÃ·ÕèÁÕª×èÍàÊÕÂ§«Öè§ä´ŒãËŒ¤ÇÒÁËÁÒÂ¢Í§¤Ø³ÀÒ¾·Õèä´ŒÃÑº¡ÒÃÂÍÁÃÑº¡Ñ¹ ÍÂ‹Ò§á¾Ã‹ËÅÒÂä Œá¡‹ â¨à«¿ ¨ÙáÃ¹ (Joseph Juran) »ÃÁÒ¨ÒÃÂ ! ŒÒ¹¡ÒÃºÃÔËÒÃ §Ò¹¤Ø³ÀÒ¾ ¼ÙŒàÊ¹Íá¹Ç¤Ô´ÃÐºº¡ÒÃ¨Ñ´¡ÒÃ¤Ø³ÀÒ¾·ÑèÇ·Ñé§Í§¤!¡Ã (Total Quality

Management -TQM) Í´ÕµÈÒÊµÃÒ¨ÒÃÂ !áË‹§Ê¶ÒºÑ¹à·¤â¹âÅÂÕáË‹§áÁÊ«ÒªÙà«··! (MIT) ä ŒàÊ¹ÍäÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ç¤×Í ¤ÇÒÁàËÁÒÐà¨ÒÐ¾Í´Õã¹¡ÒÃãªŒáÅÐà»š¹Ê‹Ç¹¢ÂÒÂ ã¹¤ÇÒÁÊÓàÃç¨¢Í§¼ÅÔµÀÑ³±! (ÊÔ¹¤ŒÒËÃ×ÍºÃÔ¡ÒÃ) ã¹¡ÒÃµÍºÊ¹Í§µ‹ÍÇÑµ¶Ø»ÃÐÊ§¤!áÅÐ à»‡ÒËÁÒÂ¢Í§¡ÒÃãªŒ§Ò¹µÅÍ´ÃÐÂÐàÇÅÒ·ÕèãªŒÊÔ¹¤ŒÒËÃ×ÍºÃÔ¡ÒÃ¹Ñé¹ Ê‹Ç¹¤ÃÍÊºÕé (Crosby, 1982) ãËŒ¤ÇÒÁËÁÒÂÍÂ‹Ò§¡ÃÐªÑºäÇŒÇ‹Ò à»š¹¡ÒÃµÍºÊ¹Í§µ‹Í¤ÇÒÁµŒÍ§¡ÒÃ (confor- mance to requirement) ã¹¢³Ð·Õè«Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè (Ziethaml,

Parasuraman, and Berry, 1990) àÊ¹ÍÇ‹Ò ¤Ø³ÀÒ¾à»š¹ÊÔè§·Õèà¡Ô´¨Ò¡¤ÇÒÁ¤Ò´ËÁÒÂ ¢Í§ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃ·ÕèÁÕµ‹ÍºÃÔ¡ÒÃ¹Ñé¹ ¡Å‹ÒÇâ´ÂÊÃØ»ä ŒÇ‹Ò ¤Ø³ÀÒ¾¡ç¤×Í ¼ÅÔµÀÑ³±! ºÃÔ¡ÒÃ·Õè Õ·ÕèÊØ´ â´ÂÁÕ¤Ø³¤‹ÒáÅÐÁÕ¤ÇÒÁàËÁÒÐÊÁµÃ§µÒÁ¤ÇÒÁµŒÍ§¡ÒÃ¢Í§¼ÙŒãªŒºÃÔ¡ÒÃ«Öè§à¡Ô ¨Ò¡¡ÒÃà»ÃÕÂºà·ÕÂºÃÐËÇ‹Ò§¤ÇÒÁ¤Ò´ËÇÑ§áÅÐ¡ÒÃÃÑºÃÙŒã¹¡ÒÃãËŒºÃÔ¡ÒÃ/¼ÅÔµÀÑ³±! ËÒ¡¼ÙŒÃÑººÃÔ¡ÒÃä ŒÃÑº¡ÒÃºÃÔ¡ÒÃà»š¹ä»µÒÁ·Õè¤Ò´ËÇÑ§ ¡Å‹ÒÇä ŒÇ‹Ò ¡ÒÃºÃÔ¡ÒÃÁÕ¤Ø³ÀÒ¾ (Juran and Gryna, 1998; Hutchins, 1985: 165; Zeithaml, Parasuraman and

Berry, 1990: 16) ¤Ø³ÀÒ¾¨Ö§à»š¹¡ÒÃà»ÃÕÂºà·ÕÂºÃÐËÇ‹Ò§¤ÇÒÁ¤Ò´ËÇÑ§¢Í§ÅÙ¡¤ŒÒã¹ ¼ÅÔµÀÑ³± !ËÃ×ÍºÃÔ¡ÒÃ¡Ñº¡ÒÃÃÑºÃÙŒ·Õèá·Œ¨ÃÔ§·ÕèÁÕ â´ÂËÒ¡ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃàËç¹Ç‹Ò ¼ÅÔµÀÑ³±!ËÃ×ÍºÃÔ¡ÒÃàËÅ‹Ò¹Ñé¹à»š¹ÊÔè§·Õè Õ·ÕèÊØ áÅÐµÃ§µÒÁ·Õè¤Ò´ËÇÑ§ ¡ç¶×Íä ŒÇ‹Ò¼ÅÔµÀÑ³±! ËÃ×ÍºÃÔ¡ÒÃ Ñ§¡Å‹ÒÇÁÕ¤Ø³ÀÒ¾¹Ñè¹àÍ§ áÅÐ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¹Õé ¨Ò¡·ÑÈ¹Ð¢Í§ÃÍÊ â¡·ª!áÅÐà´ÇÔÊ (Ross, Goetsch and Davis, 1997: 11-13) ¡ç¨Ñ´Ç‹Òà»š¹¡ÃÍº¡ÒÃÁÍ§àÃ×èÍ§¤Ø³ÀÒ¾¡ÃÍºË¹Öè§ ¾ÃŒÍÁÍ¸ÔºÒÂÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹¡ÒÃ¤Çº¤ØÁ



à¾×èÍãËŒà¡Ô´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ÍÑ¹ÁÕ¤ÇÒÁáµ¡µ‹Ò§¨Ò¡¤Ø³ÀÒ¾ã¹¡ÒÃ¼ÅÔµÊÔ¹¤ŒÒËÃ×Í¼ÅÔµÀÑ³±! ·Ñé§¹Õé à¾ÃÒÐÇÔ¸Õ¡ÒÃ¤Çº¤ØÁ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃà»š¹àÃ×èÍ§·ÕèÂÒ¡ à¹×èÍ§¨Ò¡¡ÒÃºÃÔ¡ÒÃ¨ÐÁÕ¡ÒÃ¤Çº¤ØÁËÃ×Í¡ÒÃºÃÔ¡ÒÃ¨Ñ´¡ÒÃ¹ŒÍÂ áµ‹¢³Ðà´ÕÂÇ¡Ñ¹¡çÁÕ¤ÇÒÁÊÓ¤ÑÞÁÒ¡ ¡Ñºã¹·Ò§Ë¹Öè§ÃÐ Ñº¢Í§¤Ø³ÀÒ¾·Õèä Œ¨Ò¡¡ÒÃºÃÔ¡ÒÃ ÁÑ¡äÁ‹ÊÒÁÒÃ¶·Ó¡ÒÃ·Ó¹ÒÂ ä Œà¾ÃÒÐ¢Öé¹ÍÂÙ‹¡Ñº»¨¨ÑÂËÅÒÂ»ÃÐ¡ÒÃä Œá¡‹ ¾ÄµÔ¡ÃÃÁ¼ÙŒãËŒºÃÔ¡ÒÃ (behavior of the delivery person) ÀÒ¾¾¨¹! ª×èÍàÊÕÂ§¢Í§Í§¤ !¡ÒÃ (image of the organization) â´Â¼ÙŒÃÑººÃÔ¡ÒÃ¨Ðà»š¹¼ÙŒ·Ó¡ÒÃµÃÇ¨ÊÍº µÑé§áµ‹¡ÃÐºÇ¹¡ÒÃ¡ÒÃàÃÔèÁãËŒºÃÔ¡ÒÃ ¨¹¶Ö§¡ÒÃÊÔé¹ÊØ´ã¹¡ÒÃãËŒºÃÔ¡ÒÃ â´Â¡ÒÃãËŒºÃÔ¡ÒÃ¨ÐÂÔè§´ÕÂÔè§¢Öé¹ ¶ŒÒËÒ¡¼ÙŒÃÑººÃÔ¡ÒÃ·Ó¡ÒÃ »ÃÐàÁÔ¹ ¡ÒÃãËŒºÃÔ¡ÒÃã¹¢³Ð¹Ñé¹ ¨Ò¡·Õèä´Œ¡Å‹ÒÇ¶Ö§·ÑÈ¹Ð¢Í§¹Ñ¡ÇÔªÒ¡ÒÃ´Ñ§¡Å‹ÒÇ ¡ÒÃÈÖ¡ÉÒ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¨Ö§à»š¹àÃ×èÍ§·ÕèÊÓ¤ÑÞàÃ×èÍ§Ë¹Öè§ áÅÐà»š¹ÁØÁÁÍ§ã¹àªÔ§ ¤Ø³ÀÒ¾·ÕèÊÓ¤ÑÞ·Õè¾Ö§ä ŒÃÑº¤ÇÒÁÊ¹ã¨

¤ÇÒÁËÁÒÂ¢Í§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¡ÃÍ¹ÃÙÊ (Gronroos, 1982) ÊÁÔ¸áÅÐÎÙÊµÑ¹ (Smith and Houston,

1982 cited in Khantanapha, 2000) ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐ¤³Ð (Parasuraman et

al., 1988) ä´ŒÍ¸ÔºÒÂáÅÐãËŒ¤ÇÒÁËÁÒÂàªÔ§»¯ÔºÑµÔ¡ÒÃäÇŒäÁ‹áµ¡µ‹Ò§¡Ñ¹ ÊÃØ»ä´ŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ (service quality) à»š¹¤ÇÒÁáµ¡µ‹Ò§ÃÐËÇ‹Ò§¤ÇÒÁ¤Ò´ËÇÑ§ (expectation-WHAT THEY WANT) ¡Ñº¡ÒÃÃÑºÃÙŒ (perception-WHAT THEY

GET) ÅÔÇÍÔÊáÅÐºÙÁ (Lewis, and Bloom, 1983) ä ŒãËŒ¤Ó¹ÔÂÒÁ¢Í§¤Ø³ÀÒ¾¡ÒÃ

ãËŒºÃÔ¡ÒÃÇ‹Òà»š¹ÊÔè§·ÕèªÕéÇÑ´¶Ö§ÃÐ´Ñº¢Í§¡ÒÃºÃÔ¡ÒÃ·ÕèÊ‹§ÁÍºâ´Â¼ÙŒãËŒºÃÔ¡ÒÃµ‹ÍÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃÇ‹ÒÊÍ´¤ÅŒÍ§¡Ñº¤ÇÒÁµŒÍ§¡ÒÃ¢Í§à¢Òä´Œ´Õà¾ÕÂ§ã´ ¡ÒÃÊ‹§ÁÍººÃÔ¡ÒÃ·ÕèÁÕ ¤Ø³ÀÒ¾ (delivering service quality) ¨Ö§ËÁÒÂ¶Ö§ ¡ÒÃµÍºÊ¹Í§µ‹Í¼ÙŒÃÑººÃÔ¡ÒÃº¹¾×é¹°Ò¹¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃ ¡ÃÍ¹ÃÙÊ (Gronroos, 1982; 1990: 17) ä ŒãËŒ¤ÇÒÁËÁÒÂ¢Í§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÇ‹Ò¨Óá¹¡ä´Œ 2 ÅÑ¡É³Ð¤×Í ¤Ø³ÀÒ¾àªÔ§à·¤¹Ô¤ (technical quality) ÍÑ¹à¡ÕèÂÇ¡Ñº¼ÅÅÑ¾¸ ! ËÃ×ÍÊÔè§·Õè¼ÙŒÃÑººÃÔ¡ÒÃä ŒÃÑº¨Ò¡ºÃÔ¡ÒÃ¹Ñé¹ â´Â

ÊÒÁÒÃ¶·Õè¨ÐÇÑ´ä ŒàËÁ×Í¹¡Ñº¡ÒÃ»ÃÐàÁÔ¹ä Œ¤Ø³ÀÒ¾¢Í§¼ÅÔµÀÑ³± ! (product quality) Ê‹Ç¹¤Ø³ÀÒ¾àªÔ§Ë¹ŒÒ·Õè (functional quality) à»š¹àÃ×èÍ§·Õèà¡ÕèÂÇ¢ŒÍ§¡Ñº¡ÃÐºÇ¹¡ÒÃ¢Í§¡ÒÃ»ÃÐàÁÔ¹ Ñ§·Õèä Œ¡Å‹ÒÇä»áÅŒÇã¹ËÑÇ¢ŒÍ»ÃÐàÀ·¢Í§¤Ø³ÀÒ¾µÒÁµÑÇáººµ‹Íä»¹Õé

á¼¹ÀÒ¾·Õè 1: µÑÇáºº¤Ø³ÀÒ¾¡ÒÃºÃÔ¡ÒÃ¢Í§¡ÃÍ¹ÃÙÊ·ÕèÁÒáÅÐ»ÃÑº»ÃØ§¨Ò¡: Gronroos (1984: 40)

¤ÃÍÊºÕé (Crosby, 1988: 15) ¡Å‹ÒÇäÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃËÃ×Í “service quality” ¹Ñé¹ à»š¹á¹Ç¤Ô´·Õè¶×ÍËÅÑ¡¡ÒÃ¡ÒÃ´Óà¹Ô¹§Ò¹ºÃÔ¡ÒÃ·Õè»ÃÒÈ¨Ò¡¢ŒÍº¡¾Ã‹Í§ áÅÐµÍºÊ¹Í§µÃ§µÒÁ¤ÇÒÁµŒÍ§¡ÒÃ¢Í§¼ÙŒºÃÔ¡ÒÃ áÅÐÊÒÁÒÃ¶·Õè Ð·ÃÒº¤ÇÒÁµŒÍ§¡ÒÃ ¢Í§ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃä Œ ŒÇÂ

¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹Áâ¹·ÑÈ¹ !áÅÐ»¯ÔºÑµÔ¡ÒÃã¹¡ÒÃ»ÃÐàÁÔ¹¢Í§¼ÙŒÃÑººÃÔ¡ÒÃâ´Â·Ó¡ÒÃà»ÃÕÂºà·ÕÂºÃÐËÇ‹Ò§¡ÒÃºÃÔ¡ÒÃ·Õè¤Ò´ËÇÑ§ (expectation service) ¡Ñº¡ÒÃºÃÔ¡ÒÃ·ÕèÃÑºÃÙŒ¨ÃÔ§ (perception service) ¨Ò¡¼ÙŒãËŒºÃÔ¡ÒÃ «Öè§ËÒ¡¼ÙŒãËŒºÃÔ¡ÒÃ ÊÒÁÒÃ¶ãËŒºÃÔ¡ÒÃ·ÕèÊÍ´¤ÅŒÍ§µÃ§µÒÁ¤ÇÒÁµŒÍ§¡ÒÃ¢Í§¼ÙŒÃÑººÃÔ¡ÒÃ ËÃ×ÍÊÃŒÒ§¡ÒÃ ºÃÔ¡ÒÃ·ÕèÁÕÃÐ´ÑºÊÙ§¡Ç‹Ò·Õè¼ÙŒÃÑººÃÔ¡ÒÃä´Œ¤Ò´ËÇÑ§ ¨ÐÊ‹§¼ÅãËŒ¡ÒÃºÃÔ¡ÒÃ´Ñ§¡Å‹ÒÇà¡Ô´ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ«Öè§¨Ð·ÓãËŒ¼ÙŒÃÑººÃÔ¡ÒÃà¡Ô´¤ÇÒÁ¾Ö§¾Íã¨¨Ò¡ºÃÔ¡ÒÃ·Õèä´ŒÃÑºà»š¹ ÍÂ‹Ò§ÁÒ¡ (Zeithaml, Parasuraman and Berry, 1988: 42; 1990: 18; Fitzsimmons

and Fitzsimmons, 2004: 78 cited in Napaporn Khantanapha, 2000; Kotler



and Anderson, 1987: 102) ¾ÒÃÒ«ØÃÒÁÒ¹ «Õá·ÁÅ ! áÅÐàºÍÃ !ÃÕè (Parasuraman,

Ziethaml and Berry, 1985) ä ŒªÕéãËŒàËç¹´ŒÇÂÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹¡ÒÃãËŒ ºÃÔ¡ÒÃ·ÕèÁÒ¡¡Ç‹ÒËÃ×ÍµÃ§¡Ñº¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃ «Öè§à»š¹àÃ×èÍ§¢Í§¡ÒÃ»ÃÐàÁÔ¹ ËÃ×Í¡ÒÃáÊ´§¤ÇÒÁ¤Ô àËç¹à¡ÕèÂÇ¡Ñº¤ÇÒÁà»š¹àÅÔÈ¢Í§¡ÒÃºÃÔ¡ÒÃã¹ÅÑ¡É³Ð¢Í§ÀÒ¾ÃÇÁã¹ÁÔµÔ¢Í§¡ÒÃÃÑºÃÙŒ ¼Å¡ÒÃÈÖ¡ÉÒÇÔ¨ÑÂ¢Í§¹Ñ¡ÇÔªÒ¡ÒÃ¡ÅØ‹Á¹Õé ª‹ÇÂãËŒàËç¹Ç‹Ò ¡ÒÃ»ÃÐàÁÔ¹ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃµÒÁ¡ÒÃÃÑºÃÙŒ¢Í§¼ÙŒºÃÔâÀ¤à»š¹ä»ã¹ÃÙ»áºº¢Í§¡ÒÃà»ÃÕÂºà·ÕÂº ·ÑÈ¹¤µÔ·ÕèÁÕµ‹ÍºÃÔ¡ÒÃ·Õè¤Ò´ËÇÑ§áÅÐ¡ÒÃºÃÔ¡ÒÃµÒÁ·ÕèÃÑºÃÙŒÇ‹ÒÁÕ¤ÇÒÁÊÍ´¤ÅŒÍ§¡Ñ¹à¾ÕÂ§äÃ ¢ŒÍÊÃØ»·Õè¹‹ÒÊ¹ã¨»ÃÐ¡ÒÃË¹Öè§¡ç¤×Í ¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÁÕ¤Ø³ÀÒ¾¹Ñé¹ËÁÒÂ¶Ö§ ¡ÒÃãËŒºÃÔ¡ÒÃ ·ÕèÊÍ´¤ÅŒÍ§¡Ñº¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃËÃ×Í¼ÙŒºÃÔâÀ¤ÍÂ‹Ò§ÊÁèÓàÊÁÍ ´Ñ§¹Ñé¹ ¤ÇÒÁ ¾Ö§¾Íã¨µ‹Í¡ÒÃºÃÔ¡ÒÃ ¨Ö§ÁÕ¤ÇÒÁÊÑÁ¾Ñ¹¸ !â´ÂµÃ§¡Ñº¡ÒÃ·ÓãËŒà»š¹ä»µÒÁ¤ÇÒÁ¤Ò´ ËÇÑ§ËÃ×Í¡ÒÃäÁ‹à»š¹ä»µÒÁ¤ÇÒÁ¤Ò´ËÇÑ§ (con rm or discon rm expectation)

¢Í§¼ÙŒºÃÔâÀ¤¹Ñè¹àÍ§µÒÁá¹Ç¤Ô´¢Í§ºÑ«à«ÅáÅÐà¡ÅÅ ! (Buzzell and Gale, 1987) ¤Ø³ÀÒ¾¡ÒÃãËŒ

ºÃÔ¡ÒÃà»š¹àÃ×èÍ§·Õèä ŒÃÑº¤ÇÒÁÊ¹ã¨áÅÐÁÕ¡ÒÃãËŒ¤ÇÒÁÊÓ¤ÑÞÍÂ‹Ò§ÁÒ¡ Ñ§·Õèä Œ¡Å‹ÒÇä»áÅŒÇ ¹Ñé¹ ÁÕ¼Å§Ò¹ÇÔ ÑÂ·Õè¤Œ¹¤ÇŒÒ¾ÄµÔ¡ÃÃÁ¢Í§¼ÙŒºÃÔâÀ¤áÅÐ¼Å¢Í§¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒºÃÔâÀ¤ «Öè§¾ºÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃà»š¹àÃ×èÍ§·Õè«Ñº«ŒÍ¹¢Öé¹ÍÂÙ‹¡Ñº¡ÒÃÁÍ§ËÃ×Í·ÑÈ¹Ð¢Í§¼ÙŒ ºÃÔâÀ¤·ÕèàÃÒàÃÕÂ¡¡Ñ¹·ÑèÇä»Ç‹Ò “ÅÙ¡¤ŒÒ”

á¹Ç¤Ô´áÅÐ¤ÓÍ¸ÔºÒÂàÃ×èÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·Õè¹‹ÒÊ¹ã¨àËç¹¨Ðä´Œá¡‹ ÁØÁ ÁÍ§¨Ò¡¼ÙŒàªÕèÂÇªÒÞà©¾ÒÐã¹ÊÒ¢Ò¤ÇÒÁ¤Ò´ËÇÑ§¢Í§ÅÙ¡¤ŒÒ (expert in the eld of customer expectation) ¤×Í «Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐ àºÍÃ !ÃÕè (Ziethaml,

Parasuraman, and Berry,1990: 19) ¤ÇÒÁá¹Ç¤Ô´¢Í§¹Ñ¡ÇÔªÒ¡ÒÃ¡ÅØ‹Á¹Õé ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹¡ÒÃ»ÃÐàÁÔ¹¢Í§¼ÙŒºÃÔâÀ¤à¡ÕèÂÇ¡Ñº¤ÇÒÁà»š¹àÅÔÈËÃ×Í¤ÇÒÁàË¹×Í¡Ç‹Ò¢Í§ºÃÔ¡ÒÃ ¹Ñ¡ÇÔªÒ¡ÒÃ·Ñé§ÊÒÁ·‹Ò¹´Ñ§¡Å‹ÒÇ ¹Ñºä ŒÇ‹Òà»š¹Ë¹Öè§ã¹¤³Ð¹Ñ¡ ÇÔªÒ¡ÒÃ·ÕèÊ¹ã¨·Ó¡ÒÃÈÖ¡ÉÒ àÃ×èÍ§¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ áÅÐ¡ÒÃ¨Ñ´¡ÒÃ¤Ø³ÀÒ¾ ã¹¡ÒÃãËŒºÃÔ¡ÒÃ¢Í§Í§¤!¡ÒÃÍÂ‹Ò§¨ÃÔ§¨Ñ§ÁÒµÑé§áµ‹»‚ ¤.È. 1983 ÊÔè§·Õè «Õá·ÁÅ ! ¾ÒÃÒ «ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè ãËŒ¤ÇÒÁÊ¹ã¨ã¹¡ÒÃÈÖ¡ÉÒÇÔ¨ÑÂà¡ÕèÂÇ¡Ñº¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ


¹Ñé¹ à»š¹¡ÒÃÁØ‹§µÍº¤Ó¶ÒÁÊÓ¤ÑÞ 3 ¢ŒÍ »ÃÐ¡Íº´ŒÇÂ (1) ¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ ¤×ÍÍÐäÃ (What is service quality?) (2) ÍÐäÃ¤×ÍÊÒàËµØ·Õè·ÓãËŒà¡Ô´»ÞËÒ¤Ø³ÀÒ¾ ã¹¡ÒÃãËŒºÃÔ¡ÒÃ (What causes service-quality Problems?) áÅÐ (3) Í§¤!¡ÒÃ ÊÒÁÒÃ¶á¡Œ»ÞËÒ¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ·Õèà¡Ô´ä ŒÍÂ‹Ò§äÃ (What can organizations

do to solve these problems?) ¹Ñ¡ÇÔªÒ¡ÒÃ·Õè¡Å‹ÒÇ¶Ö§¤ÇÒÁËÁÒÂ¢Í§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·Õè¹‹ÒÊ¹ã¨ÍÕ¡¡ÅØ‹Á

Ë¹Öè§ä Œá¡‹ ºÔ·à¹ÍÃ !áÅÐÎÑºàºÔÃ !· (Bitner and Hubbert, 1994 cited in Lovelock, 1996) «Öè§àÊ¹Í¤ÇÒÁàËç¹äÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹¤ÇÒÁ»ÃÐ·Ñºã¨ã¹ÀÒ¾ÃÇÁ ¢Í§ÅÙ¡¤ŒÒ¼ÙŒÃÑººÃÔ¡ÒÃ ÍÑ¹ÁÕµ‹Í¤ÇÒÁà»š¹àÅÔÈ¢Í§Í§¤ !¡ÃáÅÐºÃÔ¡ÒÃ·ÕèÍ§¤ !¡ÒÃ¨Ñ´ãËŒÁÕ ¢³Ð·ÕèäÇ·! áÅÐàÍàºÅ (White and Abel, 1995: 37 cited in Lovelock, 1996)

ä´ŒãËŒ¹ÔÂÒÁ¤Ó´Ñ§¡Å‹ÒÇÇ‹Òà»š¹¡ÒÃÇÔ¹Ô¨©ÑÂ¢Í§¼ÙŒÃÑººÃÔ¡ÒÃà¡ÕèÂÇ¡Ñº¤ÇÒÁÊÒÁÒÃ¶ã¹¡ÒÃ àµÔÁàµçÁ§Ò¹¡ÒÃãËŒºÃÔ¡ÒÃ¢Í§Ë¹‹ÇÂ§Ò¹·ÕèãËŒºÃÔ¡ÒÃ ºÃÔ¡ÒÃàª‹¹Ç‹Ò¹Õé äÇ·!áÅÐàÍàºÅàÊ¹Í á¹Ç¤Ô´Ç‹Òáµ¡µ‹Ò§ä»¨Ò¡ÊÔ¹¤ŒÒ (goods) ¡Å‹ÒÇ¤×Í ÊÔ¹¤ŒÒà»š¹ÊÔè§·Õè¨ÑºµŒÍ§ä´ŒÁÕ¤ÇÒÁ¤§·¹ÊÙ§ áÅÐâ´Â·ÑèÇä»¼ÅÔµ¢Öé¹ÀÒÂãµŒáÅÐ¼ÅÔµà¾×èÍãËŒà»š¹ä»µÒÁÁÒµÃ°Ò¹·Õèá¹‹¹Í¹ÍÑ¹Ë¹Öè§ ã¹¢³Ð·ÕèºÃÔ¡ÒÃà»š¹àÃ×èÍ§·ÕèÁÕ¤ÇÒÁ¼Ñ¹á»ÃÁÒ¡¡Ç‹ÒÊÔ¹¤ŒÒáÁŒ¨ÐÁÕÅÑ¡É³Ð·ÕèµÍºÊ¹Í§¼ÙŒºÃÔâÀ¤àª‹¹à´ÕÂÇ¡ÑºÊÔ¹¤ŒÒ¡çµÒÁ áÅÐâ´Â·ÑèÇä»áÅŒÇ ºÃÔ¡ÒÃÁÕ¤Ø³ÅÑ¡É³ÐÊÓ¤ÑÞ ·Õè¨ÑºµŒÍ§äÁ‹ä´Œ ÁÕ¤ÇÒÁËÅÒ¡ËÅÒÂ áÅÐäÁ‹ÊÒÁÒÃ¶áº‹§áÂ¡ä´Œ¨Ò¡¡ÒÃ¼ÅÔµáÅÐ¡ÒÃ ºÃÔâÀ¤ (inseparability of production and consumption)

»ÃÐà´ç¹·Õè¹‹ÒÊ¹ã¨¤×Í ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃà»š¹¡ÒÃ¾Ô¨ÒÃ³Ò¨Ò¡àÃ×èÍ§ã´ ? ªàÁ¹à¹ÍÃ ! (Schmenner, 1995) ä Œ¡Å‹ÒÇ¶Ö§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃäÇŒÇ‹Ò

¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃä´ŒÁÒ¨Ò¡¡ÒÃÃÑºÃÙŒ·Õèä´ŒÃÑº¨ÃÔ§Åº´ŒÇÂ¤ÇÒÁ¤Ò´ËÇÑ§·Õè¤Ò´Ç‹Ò¨Ðä´Œ ÃÑº¨Ò¡ºÃÔ¡ÒÃ¹Ñé¹ ËÒ¡¡ÒÃÃÑºÃÙŒã¹ºÃÔ¡ÒÃ·Õèä ŒÃÑºÁÕ¹ŒÍÂ¡Ç‹Ò¤ÇÒÁ¤Ò´ËÇÑ§ ¡ç¨Ð·ÓãËŒ ¼ÙŒÃÑººÃÔ¡ÒÃÁÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¹Ñé¹µÔ´Åº ËÃ×ÍÃÑºÃÙŒÇ‹Ò¡ÒÃºÃÔ¡ÒÃ¹Ñé¹äÁ‹ÁÕ¤Ø³ÀÒ¾à·‹Ò·Õè¤ÇÃ µÃ§¡Ñ¹¢ŒÒÁ ËÒ¡¼ÙŒÃÑººÃÔ¡ÒÃÃÑºÃÙŒÇ‹ÒºÃÔ¡ÒÃ·Õèä´ŒÃÑº¨ÃÔ§¹Ñé¹ÁÒ¡¡Ç‹ÒÊÔè§·Õèà¢Ò¤Ò´ËÇÑ§ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¡ç¨Ðà»š¹ºÇ¡ ËÃ×ÍÁÕ¤Ø³ÀÒ¾ã¹¡ÒÃºÃÔ¡ÒÃ¹Ñè¹àÍ§ ã¹»ÃÐà´ç¹à´ÕÂÇ¡Ñ¹¹Õé àÅÔ¿ÅçÍ¤ (Lovelock, 1996) ÁÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÇ‹ÒÁÕ


¤ÇÒÁËÁÒÂÍÂ‹Ò§¡ÇŒÒ§ æ à»š¹á¹Ç¤ÇÒÁ¤Ô´à¡ÕèÂÇ¡ÑºàÃ×èÍ§¢Í§ÊÔ¹¤ŒÒËÃ×ÍºÃÔ¡ÒÃ·ÕèÅÙ¡¤ŒÒ·ÕèÁÕÈÑ¡ÂÀÒ¾ã¹¡ÒÃ«×éÍËÒ ÊÒÁÒÃ¶áÅÐÍÒ¨¨Ð·Ó¡ÒÃ»ÃÐàÁÔ¹¡‹Í¹·Õèà¢Ò¨ÐàÅ×Í¡ºÃÔâÀ¤ÊÔ¹¤ŒÒËÃ×ÍºÃÔ¡ÒÃ¹Ñé¹

«Õà¹Å´Õ¹ (Zineldin, 1996) àÊ¹Í¤ÇÒÁàËç¹äÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃà»š¹ àÃ×èÍ§·Õèà¡ÕèÂÇ¢ŒÍ§¡Ñº¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃã¹´ŒÒ¹¢Í§¤Ø³ÀÒ¾ÀÒÂËÅÑ§¨Ò¡·Õèà¢Ò ä Œ¢ŒÍÁÙÅà¡ÕèÂÇ¡ÑººÃÔ¡ÒÃ¹Ñé¹ æ áÅÐÁÕ¤ÇÒÁµŒÍ§¡ÒÃ·Õè¨ÐãªŒºÃÔ¡ÒÃ¹Ñé¹ ÃÇÁ·Ñé§¡ÒÃ·Õèà¢Ò ä Œ·Ó¡ÒÃ»ÃÐàÁÔ¹áÅÐàÅ×Í¡·Õè¨ÐãªŒºÃÔ¡ÒÃ ÇÔªàªÍÃ ! áÅÐ¤ÍÃ !à¹Â ! (Wisher and Corney, 2001) ¡Å‹ÒÇÇ‹Ò ¤Ø³ÀÒ¾ ¡ÒÃãËŒºÃÔ¡ÒÃ ÁÕá¹Ç¡ÒÃÈÖ¡ÉÒ·ÕèÊÓ¤ÑÞ¤×Í¡ÒÃÇÔà¤ÃÒÐË !·ÕèàÃÕÂ¡Ç‹Ò SERVQUAL ·Ñé§¹Õé ¹Ñ¡ÇÔªÒ¡ÒÃ·Ñé§ÊÍ§·‹Ò¹àÊ¹ÍÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹¡ÒÃµÑ ÊÔ¹ã¨ÇÔ¹Ô ©ÑÂà¡ÕèÂÇ¡Ñº ¤ÇÒÁàÅÔÈ¢Í§ºÃÔ¡ÒÃ (superiority of the service)

ã¹·ÑÈ¹Ð¢Í§¹Ñ¡ÇÔªÒ¡ÒÃä·Âàª‹¹ ÇÕÃ¾§É ! à©ÅÔÁ¨ÔÃÃÑµ¹ ! (2543: 14-15) ¤Ø³ÀÒ¾ ¡ÒÃãËŒºÃÔ¡ÒÃ ¤×Í¤ÇÒÁÊÍ´¤ÅŒÍ§¡Ñ¹¢Í§¤ÇÒÁµŒÍ§¡ÒÃ¢Í§ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃ ËÃ×Í ÃÐ´Ñº¢Í§¤ÇÒÁÊÒÁÒÃ¶ã¹¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèµÍºÊ¹Í§¤ÇÒÁµŒÍ§¡ÒÃ¢Í§ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃÍÑ¹·ÓãËŒÅÙ¡¤ŒÒËÃ×Í¼Ù ŒÃ ÑººÃÔ¡ÒÃà¡Ô´¤ÇÒÁ¾Ö§¾Íã¨¨Ò¡ºÃÔ¡ÒÃ·Õ èà¢Òä´ŒÃ Ñº Ê‹Ç¹ ÊÁÇ§È! ¾§È!Ê¶Ò¾Ã (2550: 66) àÊ¹Í¤ÇÒÁàËç¹äÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃà»š¹ ·ÑÈ¹¤µÔ·Õè¼ÙŒÃÑººÃÔ¡ÒÃÊÐÊÁ¢ŒÍÁÙÅ¤ÇÒÁ¤Ò´ËÇÑ§äÇŒÇ‹Ò¨Ðä´ŒÃÑº¨Ò¡ºÃÔ¡ÒÃ «Öè§ËÒ¡ÍÂÙ‹ã¹ã¹ÃÐ Ñº·ÕèÂÍÁÃÑºä Œ (tolerance zone) ¼ÙŒÃÑººÃÔ¡ÒÃ¡ç¨ÐÁÕ¤ÇÒÁ¾Ö§¾Íã¨ã¹¡ÒÃãËŒºÃÔ¡ÒÃ «Öè§¨ÐÁÕÃÐ Ñºáµ¡µ‹Ò§¡Ñ¹ÍÍ¡ä»µÒÁ¤ÇÒÁ¤Ò´ËÇÑ§¢Í§áµ‹ÅÐºØ¤¤Å áÅÐ¤ÇÒÁ¾Ö§¾Íã¨¹ÕéàÍ§ à»š¹¼ÅÁÒ¨Ò¡¡ÒÃ»ÃÐàÁÔ¹¼Å·Õèä ŒÃÑº¨Ò¡ºÃÔ¡ÒÃ¹Ñé¹ ³ ¢³ÐàÇÅÒË¹Öè§ ¡Å‹ÒÇÍÂ‹Ò§ÊÃØ»ä ŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ (service quality) ËÁÒÂ¶Ö§ ¤ÇÒÁÊÒÁÒÃ¶ã¹¡ÒÃµÍºÊ¹Í§¤ÇÒÁµŒÍ§¡ÒÃ¢Í§ ØÃ¡Ô¨ãËŒºÃÔ¡ÒÃ ¤Ø³ÀÒ¾¢Í§ºÃÔ¡ÒÃà»š¹ÊÔè§ÊÓ¤ÑÞ·ÕèÊØ´·Õè¨ÐÊÃŒÒ§¤ÇÒÁáµ¡µ‹Ò§¢Í§ ØÃ¡Ô¨ãËŒàË¹×Í¡Ç‹Ò¤Ù‹á¢‹§¢Ñ¹ä Œ ¡ÒÃàÊ¹Í¤Ø³ÀÒ¾ ¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèµÃ§¡Ñº¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃà»š¹ÊÔè§·ÕèµŒÍ§¡ÃÐ·Ó ¼ÙŒÃÑººÃÔ¡ÒÃ¨Ð ¾Íã¨¶ŒÒä´ŒÃÑºÊÔè§·ÕèµŒÍ§¡ÒÃ àÁ×èÍ¼ÙŒÃÑººÃÔ¡ÒÃÁÕ¤ÇÒÁµŒÍ§¡ÒÃ ³ Ê¶Ò¹·Õè·Õè¼ÙŒÃÑººÃÔ¡ÒÃ µŒÍ§¡ÒÃ áÅÐã¹ÃÙ»áºº·ÕèµŒÍ§¡ÒÃ


á¹Ç¤Ô´¾×é¹°Ò¹àÃ×èÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ

ã¹á§‹á¹Ç¤Ô´·Ò§ÇÔªÒ¡ÒÃ á¹Ç¤Ô´¾×é¹°Ò¹ (basic concept) ã¹àÃ×èÍ§¤Ø³ÀÒ¾ ¡ÒÃãËŒºÃÔ¡ÒÃ»ÃÐ¡Íºä» ŒÇÂ 3 á¹Ç¤Ô´ËÅÑ¡ ¤×Í á¹Ç¤Ô´¤ÇÒÁ¾Ö§¾Íã¨¢Í§ÅÙ¡¤ŒÒ (customer satisfaction) ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ (service quality) áÅÐ¤Ø³¤‹Ò¢Í§ ÅÙ¡¤ŒÒ (customer value) (Cronin, and Taylor, 1992; Oliver, 1993; Ziethaml,

Parasuraman, and Berry, 1988) µÒÁá¹Ç¤Ô´¾×é¹°Ò¹´Ñ§¡Å‹ÒÇ ¤ÇÒÁ¾Ö§¾Íã¨¢Í§ ÅÙ¡¤ŒÒµ‹ÍºÃÔ¡ÒÃ à»š¹¾ÄµÔ¡ÃÃÁàªÔ§¨ÔµÇÔ·ÂÒ·ÕèºØ¤¤ÅÁÕµ‹ÍºÃÔ¡ÒÃ·Õèä´ŒÃÑºËÃ×Íà¡Ô´¢Öé¹ (Oliver, 1993)

Ê‹Ç¹á¹Ç¤Ô´¾×é¹°Ò¹àÃ×èÍ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹á¹Ç¤Ô´·Õèä ŒÃÑº¡ÒÃàÊ¹ÍäÇŒâ´Ââ¤Ã¹Ô¹áÅÐà·àÅÍÃ ! (Cronin and Taylor, 1992) ã¹·ÑÈ¹Ð¢Í§¹Ñ¡ÇÔªÒ¡ÒÃ·Ñé§ ÊÍ§·‹Ò¹ ¤ÇÒÁ¾Ö§¾Íã¨ËÃ×ÍäÁ‹¾Ö§¾Íã¨ à»š¹àÃ×èÍ§¢Í§¡ÒÃà»ÃÕÂºà·ÕÂº»ÃÐÊº¡ÒÃ³ ! ¢Í§¼ÙŒÃÑººÃÔ¡ÒÃä´ŒÃÑººÃÔ¡ÒÃ ¡Ñº¤ÇÒÁ¤Ò´ËÇÑ§·Õè¼ÙŒÃÑººÃÔ¡ÒÃ¹Ñé¹ÁÕã¹ª‹Ç§àÇÅÒ·ÕèÁÒÃÑº ºÃÔ¡ÒÃ áÅÐà»š¹ÊÔè§·Õèª‹ÇÂãËŒÊÒÁÒÃ¶ÇÑ´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃä Œ Ê‹Ç¹¤Ø³ÀÒ¾¡ÒÃãËŒ ºÃÔ¡ÒÃã¹ÁØÁÁÍ§àªÔ§¡ÒÃµÅÒ´ ¤ÍÃ ! Ñºà»"œÅÊ¡Õé ÃÑÊ· ! áÅÐ«ÒÃ !ÎÍÃÔ¡ (Cordupleski,

Rust, and Zahorik, 1993) ä´ŒãËŒ¤Ó¨Ó¡Ñ´¤ÇÒÁäÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹ Ê‹Ç¹¢ÂÒÂ¢Í§ºÃÔ¡ÒÃ ¡ÃÐºÇ¹¡ÒÃºÃÔ¡ÒÃ áÅÐÍ§¤ !¡Ã·ÕèãËŒºÃÔ¡ÒÃ ·ÕèÊÒÁÒÃ¶µÍºÊ¹Í§ËÃ×Í·ÓãËŒà¡Ô´¤ÇÒÁ¾Ö§¾Íã¨ã¹¤ÇÒÁ¤Ò´ËÇÑ§¢Í§ºØ¤¤Å á¹Ç¤Ô´¾×é¹°Ò¹·ÕèÁÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¼‹Ò¹¡ÃÍº¡ÒÃÁÍ§ ŒÒ¹¤ÇÒÁ¾Ö§¾Íã¨µ‹Í¡ÒÃãËŒºÃÔ¡ÒÃ¹Õé ä ŒÃÑº¡ÒÃÊ¹ÑºÊ¹Ø¹ ¨Ò¡¹Ñ¡ÇÔªÒ¡ÒÃÍÕ¡·‹Ò¹Ë¹Öè§¤×ÍºÔ·à¹ÍÃ ! (Bitner, 1992) «Öè§Í ÔºÒÂ¨Ò¡¼Å§Ò¹ÇÔ¨ÑÂ·Õè ä´Œà¤Â·Ó¡ÒÃÈÖ¡ÉÒäÇŒÇ‹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÊÒÁÒÃ¶ÇÑ´â´Â¼‹Ò¹¤ÇÒÁ¾Ö§¾Íã¨¢Í§ ¼ÙŒÃÑººÃÔ¡ÒÃä Œ

â´Â»ÃÐ¡ÒÃ·Õèä Œ¡Å‹ÒÇÁÒ¢ŒÒ§µŒ¹ ¡‹ÍãËŒà¡Ô ¡ÃÍº¡ÒÃ¾Ô ÒÃ³ÒµÑÇáºº¡ÒÃÈÖ¡ÉÒ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¨Ò¡á¹Ç¤Ô´¾×é¹°Ò¹ 3 á¹Ç¤Ô´ Ñ§¡Å‹ÒÇä Œã¹ÊÍ§¹ÑÂÂÐ ¡Å‹ÒÇ¤×Í ¹ÑÂÂÐáÃ¡ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÊÒÁÒÃ¶¾Ô¨ÒÃ³Òä´Œ¨Ò¡·Ñé§ÊÒÁÍ§¤ !»ÃÐ¡Íº ËÃ×Í ÍÂ‹Ò§¹ŒÍÂ 2 Í§¤!»ÃÐ¡ÍºÃÇÁ¡Ñ¹ áÅÐ¹ÑÂÂÐ·ÕèÊÍ§ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¾Ô¨ÒÃ³Ò


ä Œ¨Ò¡µÑÇªÕéÇÑ´«Öè§¾Ñ²¹Ò¨Ò¡á¹Ç¤Ô´ã´á¹Ç¤Ô´Ë¹Öè§à»š¹ËÅÑ¡ àª‹¹ á¹Ç¤Ô´¾×é¹°Ò¹àÃ×èÍ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ (service quality) «Öè§¨Ò¡¡ÒÃ·º·Ç¹ÇÃÃ³¡ÃÃÁ·Õèà¡ÕèÂÇ¢ŒÍ§ ¼ŒÙà¢ÕÂ¹¾ºÇ‹Ò ¹Ñ¡ÇÔ¨ÑÂÊ‹Ç¹ãËÞ‹ÁÑ¡ãËŒ¤ÇÒÁÊ¹ã¨·Ó¡ÒÃÈÖ¡ÉÒ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¨Ò¡ á¹Ç¤Ô´¾×é¹°Ò¹ÊÍ§á¹Ç¤Ô´ËÅÑ¡ ¤×Í á¹Ç¤Ô´¤ÇÒÁ¾Ö§¾Íã¨¢Í§ÅÙ¡¤ŒÒ áÅÐá¹Ç¤Ô´ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÍÂ‹Ò§ã´ÍÂ‹Ò§Ë¹Öè§ â´Âá¹Ç¤Ô áÃ¡ÁØ‹§ÇÑ ¤ÇÒÁ¾Ö§¾Íã¨ã¹ÁÔµÔµ‹Ò§ æ Ê‹Ç¹á¹Ç¤Ô´·ÕèÊÍ§ ÇÑ´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃµÒÁµÑÇáºº SERVQUAL ·ÕèàÊ¹Íâ´Â «Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹áÅÐ¤³Ð

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â´Â¾×é¹°Ò¹áÅŒÇ¹Ñºà»š¹àÃ×èÍ§·ÕèÂÒ¡à¹×èÍ§¨Ò¡¸ÃÃÁªÒµÔ¤ÇÒÁäÁ‹á¹‹¹Í¹¢Í§§Ò¹ºÃÔ¡ÒÃ·Õè¨ÑºµŒÍ§äÁ‹ä ŒáÅÐ¤Ò´ËÁÒÂÅÓºÒ¡ ¨Ö§ä ŒÁÕ¤ÇÒÁ¾ÂÒÂÒÁ¨Ò¡¹Ñ¡ÇÔªÒ¡ÒÃÁÒâ´Âµ‹Íà¹×èÍ§ã¹¡ÒÃ¾ÂÒÂÒÁ¤Œ¹ËÒá¹Ç·Ò§¡ÒÃ»ÃÐàÁÔ¹ËÃ×ÍÇÑ´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÊÒÁÒÃ¶ ÊÐ·ŒÍ¹ãËŒàËç¹¶Ö§ÁÔµÔ¢Í§¡ÒÃ» ÔºÑµÔáÅÐÊÒÁÒÃ¶¹Óä»ÊÙ‹¡ÒÃ¾Ñ²¹Ò¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ÍÂ‹Ò§à´‹¹ªÑ´·ÕèÊØ´ ¡ÃÍ¹ÃÙÊ (Gronroos, 1984) ä ŒàÊ¹Íá¹Ç¤Ô´äÇŒÇ‹Ò ¤Ø³ÀÒ¾àªÔ§à·¤¹Ô¤

(technical quality) áÅÐ¤Ø³ÀÒ¾àªÔ§Ë¹ŒÒ·Õè (functional quality) à»š¹ÀÒ¾áË‹§ÁÔµÔ¢Í§ ¤Ø³ÀÒ¾·ÕèÊ‹§¼Å¡ÃÐ·ºä»¶Ö§·Ñé§¤ÇÒÁ¤Ò´ËÇÑ§áÅÐ¡ÒÃÃÑºÃÙŒµ‹Í¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ áÅÐ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¨ÐÁÕÁÒ¡¹ŒÍÂà¾ÕÂ§ã´ ¢Öé¹ÍÂÙ‹¡ÑºÃÐ Ñº¢Í§¤Ø³ÀÒ¾àªÔ§à·¤¹Ô¤ áÅÐ¤Ø³ÀÒ¾àªÔ§Ë¹ŒÒ·Õè¹Ñè¹àÍ§ ·Ñé§¹Õé ¡ÃÍ¹ÃÙÊ ä Œ¡Å‹ÒÇ¶Ö§à¡³±!¡ÒÃ¾Ô¨ÒÃ³Ò¤Ø³ÀÒ¾ ¡ÒÃºÃÔ¡ÒÃÇ‹ÒÊÒÁÒÃ¶ÊÃŒÒ§ãËŒà¡Ô´¢Öé¹ä ŒµÒÁËÅÑ¡ 6 »ÃÐ¡ÒÃ ¡Å‹ÒÇ¤×Í 1. ¡ÒÃà»š¹Á×ÍÍÒªÕ¾áÅÐ¡ÒÃÁÕ·Ñ¡ÉÐ¢Í§¼ÙŒãËŒºÃÔ¡ÒÃ (professionalism and

skill) à»š¹¡ÒÃ¾Ô¨ÒÃ³ÒÇ‹Ò ¼ÙŒÃÑººÃÔ¡ÒÃÊÒÁÒÃ¶ÃÑºÃÙŒä´Œ¨Ò¡¡ÒÃà¢ŒÒÃÑººÃÔ¡ÒÃ¨Ò¡¼ÙŒãËŒ ºÃÔ¡ÒÃ·ÕèÁÕ¤ÇÒÁÃÙŒáÅÐ·Ñ¡ÉÐã¹§Ò¹ºÃÔ¡ÒÃ «Öè§ÊÒÁÒÃ¶´Óà¹Ô¹¡ÒÃá¡Œä¢»ÞËÒµ‹Ò§ æ ä Œ ÍÂ‹Ò§ÁÕÃÐººáÅÐáººá¼¹ 2. ·ÑÈ¹¤µÔáÅÐ¾ÄµÔ¡ÃÃÁ¢Í§¼ÙŒãËŒºÃÔ¡ÒÃ (attitude and behavior) ¼ÙŒÃÑººÃÔ¡ÒÃ¨Ðà¡Ô´¤ÇÒÁÃÙŒÊÖ¡ä Œ¨Ò¡¡ÒÃ·Õè¼ÙŒãËŒºÃÔ¡ÒÃÊ¹ã¨·Õè¨Ð´Óà¹Ô¹¡ÒÃá¡Œä¢»ÞËÒµ‹Ò§ æ ·Õèà¡Ô´¢Öé¹´ŒÇÂ·‹Ò·Õ·Õèà»š¹ÁÔµÃ áÅÐ´Óà¹Ô¹¡ÒÃá¡Œä¢»ÞËÒÍÂ‹Ò§àÃ‹§ ‹Ç¹

3. ¡ÒÃà¢ŒÒ¾ºä´ŒÍÂ‹Ò§§‹ÒÂáÅÐÁÕ¤ÇÒÁÂ×´ËÂØ‹¹ã¹¡ÒÃãËŒºÃÔ¡ÒÃ (accessibility and exibility) ¼ÙŒÃÑººÃÔ¡ÒÃ¨Ð¾Ô¨ÒÃ³Ò¨Ò¡Ê¶Ò¹·ÕèµÑé§äÇŒãËŒºÃÔ¡ÒÃ áÅÐàÇÅÒ·Õèä ŒÃÑº ºÃÔ¡ÒÃ¨Ò¡¼ÙŒãËŒºÃÔ¡ÒÃ ÃÇÁ¶Ö§ÃÐºº¡ÒÃºÃÔ¡ÒÃ·Õè¨Ñ´àµÃÕÂÁäÇŒ à¾×èÍÍÓ¹ÇÂ¤ÇÒÁÊÐ´Ç¡ãËŒ ¡Ñº¼ÙŒÃÑººÃÔ¡ÒÃ

4. ¤ÇÒÁäÇŒÇÒ§ã¨áÅÐ¤ÇÒÁàª×èÍ¶×Íä´Œ (reliability and trustworthiness)

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(Gronroos, 1982; 1983; 1984) µÒÁ·Õèä Œ¡Å‹ÒÇ¹Ñé¹ ¹Ñºä ŒÇ‹Òà»š¹ Ø àÃÔèÁµŒ¹¢Í§¡ÒÃÈÖ¡ÉÒ¤Ø³ÀÒ¾·Õèà¹Œ¹Ë¹Ñ¡ã¹àªÔ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÍÂ‹Ò§á·Œ¨ÃÔ§ ¼Å§Ò¹·ÕèÊÓ¤ÑÞÍÑ¹à»š¹ á¹Ç¤Ô´¢Í§¡ÃÍ¹ÃÙÊ¤×Í¢ŒÍàÊ¹Íã¹àªÔ§á¹Ç¤Ô´·ÕèÊÓ¤ÑÞà¡ÕèÂÇ¡Ñº¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·Õè à¢ÒàÃÕÂ¡Ç‹Ò “¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÅÙ¡¤ŒÒÃÑºÃÙŒ (Perceived Service Quality-PSQ)” áÅÐ “¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÅÙ¡¤ŒÒÃÑºÃÙŒ·Ñé§ËÁ´ (Total Perceived Quality-TPQ)” «Öè§à»š¹á¹Ç¤Ô´·Õèà¡Ô´¨Ò¡¡ÒÃÇÔ¨ÑÂà¡ÕèÂÇ¡Ñº¾ÄµÔ¡ÃÃÁ¢Í§¼ÙŒºÃÔâÀ¤áÅÐ¼Å¡ÃÐ·º·Õèà¡Ô´ ¨Ò¡¤ÇÒÁ¤Ò´ËÇÑ§¢Í§ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃà¡ÕèÂÇ¡Ñº¤Ø³ÀÒ¾¢Í§¡ÒÃãËŒºÃÔ¡ÒÃ ·ÕèÁÕµ‹Í ¡ÒÃ»ÃÐàÁÔ¹¤Ø³ÀÒ¾¢Í§ºÃÔ¡ÒÃÀÒÂËÅÑ§¨Ò¡·Õèä ŒÃÑººÃÔ¡ÒÃáÅŒÇ (»ÃÑº»ÃØ§¨Ò¡ ÕÃ¡ÔµÔ-¹ÇÃÑµ¹ ³ ÍÂØ¸ÂÒ, 2547: 182 â´Â¼ŒÙà¢ÕÂ¹) µ‹ÍÁÒã¹»‚ ¤.È.1990 ¡ÃÍ¹ÃÙÊ (Gronroos, 1990: 40-42) ä ŒÍ¸ÔºÒÂá¹Ç¤Ô´ã¹àÃ×èÍ§¤Ø³ÀÒ¾·ÕèÅÙ¡¤ŒÒÃÑºÃÙŒ·Ñé§ËÁ´Ç‹Ò à»š¹¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑº ºÃÔ¡ÒÃÃÑºÃÙŒ â´Âà¡Ô´¨Ò¡¤ÇÒÁÊÑÁ¾Ñ¹¸ !ÃÐËÇ‹Ò§Í§¤!»ÃÐ¡Íº¢Í§ÊÔè§µ‹Ò§ æ ·ÕèÊÓ¤ÑÞ 2 »ÃÐ¡ÒÃ¤×Í

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mouth communication) áÅÐ¤ÇÒÁµŒÍ§¡ÒÃ¢Í§ÅÙ¡¤ŒÒ (customer needs)

2. ¤Ø³ÀÒ¾·Õ èà¡Ô´¨Ò¡»ÃÐÊº¡ÒÃ³ !ã¹¡ÒÃãªŒºÃÔ¡ÒÃ¢Í§ÅÙ¡¤ŒÒËÃ×Í¼Ù ŒÃ ÑººÃÔ¡ÒÃ (experiences quality) «Öè§ä ŒÃÑºÍÔ·¸Ô¾Å¨Ò¡»˜¨¨ÑÂµ‹Ò§ æ »ÃÐ¡Íº ŒÇÂ ÀÒ¾ ÅÑ¡É³ !¢Í§Í§¤!¡Ã (corporate image) ¤Ø³ÀÒ¾àªÔ§à·¤¹Ô¤ (technical quality)

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ÊÃØ»¼Å¢Ñé¹ÊØ´·ŒÒÂà»š¹¤Ø³ÀÒ¾·ÕèÃÑºÃÙŒä Œ (Perceived Service Quality-PSQ) ¹Ñè¹àÍ§ «Öè§ËÒ¡¼Å¨Ò¡¡ÒÃà»ÃÕÂºà·ÕÂº¾ºÇ‹Ò ¤Ø³ÀÒ¾·Õèà¡Ô´¨Ò¡»ÃÐÊº¡ÒÃ³ !äÁ‹à»š¹ä»ËÃ×ÍäÁ‹ ÊÍ´¤ÅŒÍ§¡Ñº¤Ø³ÀÒ¾·Õè¤Ò´ËÇÑ§¨Ð·ÓãËŒÁÕ¡ÒÃÃÑºÃÙŒ¢Í§ÅÙ¡¤ŒÒ·Õè ÕËÃ×ÍäÁ‹ ÕÍÂ‹Ò§äÃ

Ê‹Ç¹¹Ñ¡ÇÔªÒ¡ÒÃÍÕ¡¡ÅØ‹ÁË¹Öè§·Õèä ŒãËŒ¤ÇÒÁÊ¹ã¨·Ó¡ÒÃÈÖ¡ÉÒà¤Ã×èÍ§Á×Íà¾×èÍãªŒªÕéÇÑ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ áÅÐä´ŒÃÑº¡ÒÃÂÍÁÃÑºÍÂ‹Ò§á¾Ã‹ËÅÒÂ¡ç¤×Í ¾ÒÃÒ«ØÃÒÁÒ¹áÅÐ ¤³Ðã¹¼Å§Ò¹¡ÒÃÇÔ¨ÑÂàªÔ§ÊÓÃÇ¨áÅÐº·¤ÇÒÁµÕ¾ÔÁ¾ !à¡ÕèÂÇ¡Ñº¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ä Œá¡‹¼Å§Ò¹àÁ×èÍ»‚ ¤.È.1985, 1988 áÅÐ 1990 «Öè§ä Œµ‹ÍÂÍ´¨Ò¡¼Å§Ò¹¤ÇÒÁ¤Ô ¢Í§ ¡ÃÍ¹ÃÙÊ (Gronroos, 1982; 1984) áÅÐä´ŒÃÑº¡ÒÃ¾Ñ²¹ÒÁÒà»š¹¡ÃÍºá¹Ç¤Ô´¾×é¹°Ò¹ àÃ×èÍ§¡ÒÃÈÖ¡ÉÒ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ºÑ«à«ÅáÅÐà¡ÅÅ ! (Buzzle and Gale, 1985 ÍŒÒ§¶Ö§ã¹Í¹ØÇÑ²¹ ! ÈØÀªØµÔ¡ØÅ áÅÐ¤³Ð, 2542: 2-3) ä Œ¡Å‹ÒÇ¶Ö§à¡³±!¡ÒÃ¾Ô¨ÒÃ³Ò¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃäÇŒ Ñ§¹Õé 1. ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¨Ð¶Ù¡¡ÓË¹´â´ÂÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃ ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃ¨Ðà»š¹¼ÙŒ¾Ô¨ÒÃ³ÒÇ‹ÒÍÐäÃ·ÕèàÃÕÂ¡Ç‹Ò¤Ø³ÀÒ¾ â´ÂäÁ‹ä ŒãÊ‹ã¨Ç‹Ò¡ÃÐºÇ¹¡ÒÃ·Ó ãËŒ¡ÒÃºÃÔ¡ÒÃà¡Ô´¢Öé¹¹Ñé¹à»š¹ÍÂ‹Ò§äÃ ÍÂ‹Ò§äÃ¡ç Õ ÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃáµ‹ÅÐ¤¹Â‹ÍÁÁÕ ÁØÁÁÍ§ã¹àÃ×èÍ§¤Ø³ÀÒ¾·ÕèÍÒ¨áµ¡µ‹Ò§¡Ñ¹ä»ºŒÒ§

2. ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹ÊÔè§·ÕèÍ§¤!¡ÒÃ¨ÐµŒÍ§¤Œ¹ËÒÍÂÙ‹µÅÍ´àÇÅÒäÁ‹ÁÕ¨Ø´ ÊÔé¹ÊØ â´Â·ÕèàÃÒäÁ‹ÊÒÁÒÃ¶¡ÓË¹´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃãËŒà»š¹ä»â´Âà©¾ÒÐà¨ÒÐ¨§ ËÃ×Íà»š¹ÊÙµÃÊÓàÃç¨µÒÂµÑÇä Œ ¡ÒÃãËŒºÃÔ¡ÒÃ·Õè ÕÁÕ¤Ø³ÀÒ¾¨Ö§µŒÍ§·ÓÍÂ‹Ò§µ‹Íà¹×èÍ§ÊÁèÓàÊÁÍ ·Ñé§ã¹ª‹Ç§àÇÅÒ·Õè¡Ô¨¡ÒÃ´Óà¹Ô¹ä»ä Œ ŒÇÂ ÕËÃ×ÍäÁ‹´Õ¡çµÒÁ 3. ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¨Ðà¡Ô ¢Öé¹ä Œ ŒÇÂ¤ÇÒÁÃ‹ÇÁÁ×Í¢Í§·Ø¡½†ÒÂ·Õèà¡ÕèÂÇ¢ŒÍ§ äÁ‹Ç‹Ò¨Ðà»š¹¼ÙŒ»¯ÔºÑµÔ§Ò¹ã¹Ê‹Ç¹ã´ ¡ÒÃ¤Çº¤ØÁ¤Ø³ÀÒ¾¢Í§¡ÒÃ»¯ÔºÑµÔ§Ò¹¢Í§áµ‹ÅÐ¤¹à»š¹àÃ×èÍ§·ÕèÊ‹§¼Åµ‹Í¤ÇÒÁÊÓàÃç ¢Í§¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÁÕ¤Ø³ÀÒ¾ä Œ ÊÔè§·Õè¼ÙŒ» ÔºÑµÔ§Ò¹¨Óà»š¹µŒÍ§ä´ŒÃÑº¤×Í¡ÒÃ»ÅÙ¡½˜§¨ÔµÊÓ¹Ö¡¤ÇÒÁÃÑº¼Ô´ªÍºµ‹Í¡ÒÃãËŒºÃÔ¡ÒÃ áÅÐ¡ÒÃ¹ÓàÊ¹Í ºÃÔ¡ÒÃ·ÕèÁÕ¤Ø³ÀÒ¾ÍÂÙ‹àÊÁÍ ·Ñé§µ‹Íà¾×èÍ¹Ã‹ÇÁ§Ò¹áÅÐÅÙ¡¤ŒÒËÃ×Í¼ÙŒÃÑººÃÔ¡ÒÃ 4. ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ¡ÒÃºÃÔËÒÃ¡ÒÃºÃÔ¡ÒÃ áÅÐ¡ÒÃµÔ µ‹ÍÊ×èÍÊÒÃà»š¹ÊÔè§·ÕèäÁ‹ÍÒ¨áÂ¡ÍÍ¡¨Ò¡¡Ñ¹ä Œ ã¹¡ÒÃ¹ÓàÊ¹Í¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèÁÕ¤Ø³ÀÒ¾¹Ñé¹ ¼ÙŒ»¯ÔºÑµÔ§Ò¹ãËŒ


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Ziethaml and Berry) «Öè§ä Œ¾Ñ²¹ÒµÑÇáººà¾×èÍãªŒÊÓËÃÑº¡ÒÃ»ÃÐàÁÔ¹¤Ø³ÀÒ¾¡ÒÃãËŒ ºÃÔ¡ÒÃâ´ÂÍÒÈÑÂ¡ÒÃ»ÃÐàÁÔ¹¨Ò¡¾×é¹°Ò¹¡ÒÃÃÑºÃÙŒ¢Í§¼ÙŒÃÑººÃÔ¡ÒÃËÃ×ÍÅÙ¡¤ŒÒ ¾ÃŒÍÁ¡Ñº ä´Œ¾ÂÒÂÒÁËÒ¹ÔÂÒÁ¤ÇÒÁËÁÒÂ¢Í§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃáÅÐ»˜¨¨ÑÂ·Õè¡ÓË¹´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèàËÁÒÐÊÁ ¼Å§Ò¹¤ÇÒÁ¤Ô´áÅÐ¡ÒÃ¾Ñ²¹ÒµÑÇáºº SERVQUAL ¢Í§ «Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹áÅÐ¤³Ð (Ziethaml, Parasuraman, and Berry, 1985;

1990) ÁÒ¨Ò¡¡ÒÃÈÖ¡ÉÒÇÔ¨ÑÂàÃ×èÍ§»˜¨¨ÑÂ·ÕèÁÕÍÔ·¸Ô¾Åµ‹Í¡ÒÃÊÃŒÒ§¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ ·Õèä Œáº‹§ÃÐÂÐ¢Í§¡ÒÃÇÔ¨ÑÂÍÍ¡à»š¹ 4 ÃÐÂÐ â´ÂÃÐÂÐ·Õè 1 ÈÖ¡ÉÒÇÔ¨ÑÂàªÔ§¤Ø³ÀÒ¾ã¹ ¡ÅØ‹Á¼ÙŒÃÑººÃÔ¡ÒÃáÅÐ¼ÙŒãËŒºÃÔ¡ÒÃ¢Í§ºÃÔÉÑ·ªÑé¹¹ÓËÅÒÂáË‹§ áÅÐ¹Ó¼Å·Õèä ŒÁÒãªŒã¹¡ÒÃ ¾Ñ²¹ÒÃÙ»áºº¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ ÃÐÂÐ·Õè 2 à»š¹¡ÒÃÇÔ ÑÂàªÔ§»ÃÐ Ñ¡É!â´ÂÁØ‹§ÈÖ¡ÉÒ·Õè¼ÙŒÃÑººÃÔ¡ÒÃâ´Âà©¾ÒÐ ãªŒÃÙ»áºº¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ·Õèä Œ¨Ò¡ÃÐÂÐ·Õè 1 ÁÒ»ÃÑº »ÃØ§ä´Œà»š¹à¤Ã×èÍ§Á×Í·ÕèàÃÕÂ¡Ç‹Ò SERVQUAL áÅÐ»ÃÑº»ÃØ§à¡³± !·ÕèãªŒã¹¡ÒÃµÑ´ÊÔ¹ ¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃµÒÁ¡ÒÃÃÑºÃÙŒ áÅÐ¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃ ÃÐÂÐ·Õè 3 ä Œ·Ó¡ÒÃÈÖ¡ÉÒÇÔ¨ÑÂàªÔ§»ÃÐ Ñ¡É !àËÁ×Í¹ã¹ÃÐÂÐ·Õè 2 áµ‹ÁØ‹§¢ÂÒÂ¼Å¡ÒÃÇÔ¨ÑÂãËŒ¤ÃÍº¤ÅØÁ Í§¤!¡ÒÃµ‹Ò§ æ ÁÒ¡¢Öé¹ ÁÕ¡ÒÃ´Óà¹Ô¹§Ò¹ËÅÒÂ¢Ñé¹µÍ¹ àÃÔèÁµŒ¹ ŒÇÂ¡ÒÃÇÔ ÑÂã¹ÊÓ¹Ñ¡§Ò¹ 89 áË‹§ ¢Í§ 5 ºÃÔÉÑ·ªÑé¹¹Óã¹¡ÒÃºÃÔ¡ÒÃ áÅŒÇ¹Ó§Ò¹ÇÔ¨ÑÂ·Ñé§ 3 ÃÐÂÐÁÒÈÖ¡ÉÒÃ‹ÇÁ¡Ñ¹ â´Â¡ÒÃ·ÓÊÑÁÁ¹Ò¡ÅØ ‹Á¼Ù ŒÃÑººÃÔ¡ÒÃáÅÐ¼Ù ŒãËŒºÃÔ¡ÒÃ¡ÒÃÊÑÁÀÒÉ³ !áººà¨ÒÐÅÖ¡ã¹ ¡ÅØ‹Á¼ÙŒºÃÔËÒÃáÅÐ·ŒÒÂÊØ´ä Œ·Ó¡ÒÃÇÔ¨ÑÂÊÓÃÇ¨ã¹·Ø¡ æ ¡ÅØ‹Á µ‹ÍÁÒä´Œ·Ó¡ÒÃÈÖ¡ÉÒÍÕ¡ ¤ÃÑé§ã¹ ØÃ¡Ô¨ºÃÔ¡ÒÃ 6 »ÃÐàÀ· ä Œá¡‹ §Ò¹ºÃÔ¡ÒÃ«‹ÍÁºÓÃØ§ §Ò¹ºÃÔ¡ÒÃºÑµÃà¤Ã Ôµ §Ò¹ºÃÔ¡ÒÃ»ÃÐ¡Ñ¹ §Ò¹ºÃÔ¡ÒÃâ·ÃÈÑ¾· !·Ò§ä¡Å §Ò¹ºÃÔ¡ÒÃ¸¹Ò¤ÒÃÊÒ¢ÒÂ‹ÍÂ áÅÐ§Ò¹ ºÃÔ¡ÒÃ¹ÒÂË¹ŒÒ«×éÍ¢ÒÂ áÅÐÃÐÂÐ·Õè 4 à»š¹ÁØ‹§ÈÖ¡ÉÒ¤ÇÒÁ¤Ò´ËÇÑ§áÅÐ¡ÒÃÃÑºÃÙŒ¢Í§


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Parasuraman, and Berry, 1990) ä Œ¡ÓË¹´ÁÔµÔ·Õè¨ÐãªŒÇÑ´¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ (dimension of service quality) äÇŒ 10 ŒÒ¹ ÁÕÁÒµÃÇÑ ¤ÇÒÁ¾Ö§¾Íã¨¢Í§¡ÒÃºÃÔ¡ÒÃ ÃÇÁ 22 ¤Ó¶ÒÁ ŒÇÂ¡Ñ¹ «Öè§ä ŒÃÑº¤ÇÒÁ¹ÔÂÁÍÂ‹Ò§á¾Ã‹ËÅÒÂã¹ÍØµÊÒË¡ÃÃÁ¡ÒÃºÃÔ¡ÒÃ (ÊÁÇ§È! ¾§È!Ê¶Ò¾Ã, 2550: 75)

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·ÕèÁÒ: Parasuraman, Ziethaml and Berry (1985)

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Berry) ä´ŒàÊ¹ÍÁØÁÁÍ§¢Í§¡ÒÃ¾Ô¨ÒÃ³Ò¤Ø³ÀÒ¾ã¹¡ÒÃãËŒºÃÔ¡ÒÃ¨Ò¡¤ÇÒÁ¤Ò´ËÇÑ§(expectation) ¢Í§¼ÙŒÃÑººÃÔ¡ÒÃÍÕ¡ ŒÇÂ ¹Ñ¡ÇÔªÒ¡ÒÃ¡Å‹ÒÇ¡Ñ¹äÇŒÇ‹Ò â´Â·ÑèÇä»¹Ñé¹ ¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃ·ÕèÁÕµ‹ÍºÃÔ¡ÒÃË¹Öè§ºÃÔ¡ÒÃã´ Â‹ÍÁà¡Ô ¢Öé¹¨Ò¡»¨ ÑÂËÅÒÂ»ÃÐ¡ÒÃ»ÃÐ¡Íº¡Ñ¹ËÃ×Íà»š¹µÑÇ¡ÓË¹´ áÅÐ»˜¨¨ÑÂàª‹¹¹Ñé¹¡ç¡ÓË¹´¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃ ¹Í¡àË¹×Íä»¨Ò¡¡ÒÃÃÑºÃÙŒ «Öè§¨ÐàËç¹ä Œ¨Ò¡·Õè¼ÙŒÇÔ¨ÑÂä Œ¹ÓàÊ¹ÍÇ‹Ò ¤Ø³ÀÒ¾ã¹ ¡ÒÃãËŒºÃÔ¡ÒÃ à»š¹¤ÇÒÁáµ¡µ‹Ò§¢Í§ºÃÔ¡ÒÃ·Õèä ŒÃÑº¨ÃÔ§¡ÑººÃÔ¡ÒÃ·Õè¤Ò´ËÇÑ§¹Ñè¹àÍ§ ã¹ »ÃÐ¡ÒÃ¹Õé «Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè ä´Œ¡ÓË¹´»˜¨¨ÑÂ·Õèà»š¹µÑÇ¡ÓË¹´ (determiner) ¤ÇÒÁ¤Ò´ËÇÑ§¢Í§¼ÙŒÃÑººÃÔ¡ÒÃäÇŒ 4 »ÃÐ¡ÒÃ ŒÇÂ¡Ñ¹ Ñ§¹Õé (Ziethaml,

Parasuraman, and Berry, 1990: 19)

»ÃÐ¡ÒÃáÃ¡ ¡ÒÃºÍ¡áºº»Ò¡µ‹Í»Ò¡ (word-of-mouth communication)

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»ÃÐ¡ÒÃ·ÕèÊÍ§ ¤ÇÒÁµŒÍ§¡ÒÃÊ‹Ç¹ºØ¤¤Å (customer’s personal needs)

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¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè (Ziethaml, Parasuraman, and Berry) à»š¹ä» Ñ§á¼¹ ÀÒ¾µ‹Íä»¹Õé

á¼¹ÀÒ¾·Õè 4: µÑÇáºº¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·ÕèàÊ¹Íâ´Â «Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè (Ziethaml, Parasuraman, and Berry, 1985)

·ÕèÁÒ: »ÃÑº»ÃØ§¨Ò¡«Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè (Ziethaml, Parasuraman,

and Berry, 1985: 49 â´Â¼ÙŒà¢ÕÂ¹)

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Parasuraman and Berry, 1990) ¨ÐãËŒ¼Å¢Í§¡ÒÃÇÑ´·ÕèÊÐ·ŒÍ¹ÁÔµÔ¢Í§¡ÒÃ¾Ñ²¹Ò ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ·Õè´Õ¢Öé¹ËÃ×ÍäÁ‹ ÃÇÁ·Ñé§¨ÐÊÒÁÒÃ¶¾Ñ²¹ÒµÑÇáºº¤Ø³ÀÒ¾¡ÒÃãËŒ ºÃÔ¡ÒÃ¢Í§«Õá·ÁÅ ! ¾ÒÃÒ«ØÃÒÁÒ¹ áÅÐàºÍÃ !ÃÕè Ñ§¡Å‹ÒÇ ä»à»š¹à¤Ã×èÍ§Á×Í¾×é¹°Ò¹à¾×èÍ ¡ÒÃµÃÇ¨ÇÑ´¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¢Í§Ë¹‹ÇÂ§Ò¹ (service quality diagnostic tools) ä´Œà¾ÕÂ§ã´ ÍÑ¹¨ÐàËç¹ä´ŒÇ‹Òã¹»˜¨¨ØºÑ¹ ä´Œ»ÃÒ¡¯¼Å§Ò¹ÇÔ¨ÑÂÃÐ´Ñº´ØÉ®ÕºÑ³±Ôµ áÅÐ ÁËÒºÑ³±Ôµ·ÕèãËŒ¤ÇÒÁÊ¹ã¨ÈÖ¡ÉÒ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃÃÇÁ·Ñé§¡ÒÃ¾Ñ²¹Òà¤Ã×èÍ§ªÕéÇÑ´ ¤Ø³ÀÒ¾¡ÒÃãËŒºÃÔ¡ÒÃ¢Í§Ë¹‹ÇÂ§Ò¹ÀÒ¤ÃÑ°¨Ó¹Ç¹ÁÒ¡¢Öé¹â´ÂÅÓ Ñº


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