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Abstract
The study aimed to compare the customer expectation and perception of the service quality
provided by primary care unit in Ratsada District and Huay-yod District, Trung Province. Data
was collected from 359 people who were selected by using stratified random sampling. The
questionnaires of customer expectation of service quality was developed by integrating the
service quality dimensions of service quality model (Parasuraman, Zeithaml and Berry, 1985)
and the dimensions discovered by Kanda and Wallapa ( 2007 ). The questionnaires of customer
perception by converting the expectation question to perception question item by item.
The reliability of the questionnaires are 0.95 (Service quality of expectation) and 0.97 (Service
quality of perception)
Results showed that the service quality as expected was significantly higher than
the service quality as perceived by the customers . There were total score
E
= 4.22 ,
P
=4.05 :p
b
0.05)such as the promptness of places , equipments and personnel
E
= 4.02 ,
P
=3.83
disposition’s health care professionals
E
= 4.34 ,
P
= 4.16 responsiveness
E
= 4.18 ,
P
=4.00
equity
E
= 4.28 ,
P
=4.08 assurance
E
= 4.29 ,
P
=4.14 empathy
E
= 4.29 ,
P
=4.14
reliability
E
= 4.29 ,
P
=4.11 and the relationship with communities and other organizations
E
= 4.18 ,
P
=4.00
Customer exception of service quality was high the their perception therefore ,Health care
professionals should realize and improve their service quality to be satisfied and impressed.
Key words :
service quality, expectation, perception
