การสร้างแบบสอบถามความพึงพอใจและประเมินผล

Creating a satisfaction questionnaire and evaluating it

Definition of Satisfaction

Satisfaction is the feeling of contentment or fulfillment that arises when a person's expectations are met or exceeded. It reflects the gap between what a person expects and what they experience.

Customer Satisfaction

Customer satisfaction refers to the degree to which customers are happy with a product, service, or experience provided by a business. It measures how well a company's offerings align with customer expectations and needs.

Key Components of Customer Satisfaction

1. Quality of Product/Service
   
   

   • How well the product or service meets the promised standards.

2. Customer Experience
   
   

   • The overall impression formed during the interaction with a business, including ease of service, staff behavior, and convenience.

3. Expectations vs. Reality
   
   

   • If the actual experience matches or exceeds expectations, satisfaction is achieved.

4. Value for Money
   
   

   • Customers feel satisfied if they perceive they received good value for the money spent.

5. Emotional Connection
   
   

   • Positive feelings, such as trust and appreciation, enhance satisfaction.

Why Customer Satisfaction Matters

1. Repeat Business: Satisfied customers are more likely to return.

2. Word of Mouth: Happy customers promote the business to others.

3. Loyalty: It builds long-term relationships with customers.

4. Business Growth: Higher satisfaction leads to increased sales and profitability.

By regularly measuring customer satisfaction, businesses like Janpha Cafe can identify what works well and areas needing improvement, ensuring continuous enhancement of the customer experience.

Workshop Task: Conducting a Customer Satisfaction Survey for Janpha Cafe

Objective:

To design and conduct a questionnaire survey to assess customer satisfaction at Janpha Cafe, with the goal of identifying strengths and areas for improvement.

Workshop Task Description:

1. Scenario:
   You are the manager of Janpha Cafe, and your goal is to understand the experiences of your customers to improve service and offerings.
   
   

2. Your Task:
   
   

   • Design a customer satisfaction questionnaire.

   • Decide how you will collect the data.

   • Practice creating and analyzing the results.

Steps for Participants:

1. Define the Survey Objectives:
   
   

   • What specific aspects of the customer experience are you measuring? Examples: service quality, product taste, ambiance, pricing, etc.

2. Design the Questionnaire:
   
   

   • Draft 10-12 questions using various question types.

   • Ensure the questions are clear, relevant, and unbiased.

3. Data Collection Plan:
   
   

   • Decide how the survey will be distributed (e.g., online form, paper survey, in-person).

   • Plan the sample size (e.g., survey 50 customers over a week).

4. Discuss Evaluation and Analysis:
   
   

   • Discuss how to evaluate the responses.

   • Plan how to present the findings using visual tools (charts, graphs).

Customer Satisfaction Questionnaire for Janpha Cafe

Section 1: Demographics

1. What is your age group?
   
   

   • ( ) Below 18

   • ( ) 18–24

   • ( ) 25–34

   • ( ) 35–44

   • ( ) 45 and above

2. How often do you visit Janpha Cafe?
   
   

   • ( ) Daily

   • ( ) Weekly

   • ( ) Monthly

   • ( ) First-time visitor

Section 2: Customer Experience

3. How would you rate the quality of our beverages?
   
   

   • ( ) Excellent

   • ( ) Good

   • ( ) Average

   • ( ) Poor

4. How satisfied are you with the cleanliness of the cafe?
   
   

   • (1) Very dissatisfied

   • (2) Dissatisfied

   • (3) Neutral

   • (4) Satisfied

   • (5) Very satisfied

5. How would you rate the friendliness of our staff?
   
   

   • ( ) Excellent

   • ( ) Good

   • ( ) Average

   • ( ) Poor

6. What is your favorite menu item at Janpha Cafe?
   (Open-ended question)
   
   

7. How reasonable do you find our prices compared to similar cafes?
   
   

   • (1) Very unreasonable

   • (2) Unreasonable

   • (3) Neutral

   • (4) Reasonable

   • (5) Very reasonable

Section 3: Suggestions and Overall Feedback

8. How would you describe the ambiance of the cafe?
   (Open-ended question)
   
   

9. Are there any improvements you would like to see in our services or offerings?
   (Open-ended question)
   
   

10. Overall, how satisfied are you with your experience at Janpha Cafe?
    
    

• (1) Very dissatisfied

• (2) Dissatisfied

• (3) Neutral

• (4) Satisfied

• (5) Very satisfied

11. Would you recommend Janpha Cafe to others?

• ( ) Yes

• ( ) No

Data Collection Plan:

• Method:
  
  

  • Place QR codes on tables for an online survey.

  • Offer paper forms at the counter.

  • Provide incentives, such as a 10% discount on the next visit for survey participants.

• Sample Size:
  
  

  • Aim to survey 50–100 customers over one week.

Expected Outcome:

By the end of the workshop, participants will:

1. Understand how to create a functional and customer-focused questionnaire.

2. Know how to collect and analyze survey data effectively.

3. Be ready to apply these methods to their own business contexts.