The Relationship Between Service Quality and User Satisfaction in the Comprehensive Health, Beauty, and Supplement Business of Local Administrative Organizations in Samut Sakhon Province

Abstract

This study aimed to: 1) examine the service quality of comprehensive health, beauty, and supplement businesses under the local administrative organizations in Samut Sakhon Province; 2) investigate user satisfaction with these businesses; 3) analyze the relationship between service quality and user satisfaction; and 4) assess the impact of service quality on user satisfaction. The sample consisted of 400 service users, determined using Yamane’s formula. Data were collected using a structured questionnaire with a Likert-scale format. Data analysis employed percentages, mean, standard deviation, multiple linear regression, and content analysis. The findings revealed that: 1) overall service quality was at a high level (x̅ = 3.66, S.D. = 0.56); 2) overall user satisfaction was also high (x̅ = 4.00, S.D. = 0.45); 3) service quality was positively correlated with user satisfaction, with correlation coefficients ranging from 0.215 to 0.608; and 4) the service quality dimensions significantly affecting user satisfaction were assurance (β = 0.330), responsiveness (β = 0.239), and reliability (β = 0.166). These factors collectively predicted 38.50% of the variance in user satisfaction at a statistically significant level of 0.05. The study recommends developing service standards that cater to specific customer needs, enhancing trust in product and service quality, ensuring accurate and transparent communication, and integrating proactive service systems and digital technologies to promote positive experiences and sustainable satisfaction in the digital era.