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Abstract:
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This research on exploring the relationship of service quality customer, satisfaction and advocacy: case study in Chiangmai provincial industry office was carried out with six primary purposes - 1) to research the service quality that influences the satisfaction corporate users 2) to research the service quality that influences the corporate advocacy users 3) to research the satisfaction that influences the corporate advocacy users 4) to research the differences of demographic characteristics that influence the service quality corporate users 5) to research the differences of demographic characteristics that influences the satisfaction corporate users 6) to research the differences of demographic characteristics that influence the corporate advocacy users. The purposive sampling method was used. The four hundred samples were collected from SME operators who used Chiangmai Provincial Industry Office services. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple linear regression.
The results of this study showed that the quality of services affects the customer's satisfaction, namely responding to service recipients' trust and understanding as well as familiarity with the recipients. It has a positive influence on the satisfaction of users of corporate services. The greatest influence is understanding and familiarity with the recipients. The quality of service affects the communication of the customers' word-of-mouth, namely the concrete aspects of the service, responding to service recipients' trust, and understanding and familiarity with the recipient. It has a positive influence on word-of-mouth communication. The concrete aspects of the service have the greatest influence. Users' satisfaction affects communication by word of mouth, namely equitable service, on-time service, and progressive service. Progressive service has the strongest influence. It has a positive influence on word-of-mouth communication. Demographic factors that affect the perception of different quality services
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are the different levels of education and monthly income levels, which will affect the perception of different quality services. The higher the level of education or monthly income, the higher the emphasis on the quality of service provided by the level. Demographic factors affecting service satisfaction vary, including education, career, and income levels, in which different monthly income affects different satisfaction. According to the study, demographic factors it does not affect communication with different wording.
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