Factors of Service Quality of Accounting Office Affecting Customer Satisfaction and Loyalty in Chonburi Province

Abstract

       The objectives of this research were (1) to study the service quality of accounting office in Chonburi. (2) to comparison of service quality factors of accounting office classified by characteristics. (3) to study the level of influence of service quality factors of accounting that affects the satisfaction and loyalty of user of the accounting office in Chonburi.

       The samples used in this study are establishments using services in the accounting office 400 places. The research was a questionnaire about the quality of service and level of satisfaction and loyalty of establishments in Chonburi. The statistics used in data analyze are percentage, average, standard deviation and use the multiple regression analysis to find influence of organizational factors of accounting office affecting customer satisfaction and loyalty in Chonburi province.

               The research result indicated that (1) the establishments opinions about the service quality factors in the highest level when considered individually highest average. (2) The level of satisfaction and royalty of the establishments in Chonburi are in high level when considering in each aspect found that the satisfaction of organization highest average followed by the royalty of the establishment (3) service quality factors including professional expertise, responsiveness to customer, responsible to customer, customer care and transparency influence on satisfaction of establishment in Chonburi and professional expertise factors, responsibility to customers, image of accounting office and transparency have an influence on royalty of establishment in Chonburi province.