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Abstract
The objectives of this qualitative study were to explore 1)customer perception of service
quality provided by Primary Care Unit (PCU) and 2) factors affecting service quality. Six PCU
staff drawing from the one who have being worked in PCU in Ampur rasada and Houy-Yod, Trang
province. In-depth interview method was conducted for data collection. Data was analyzed by content
analysis by researchers and validated the analysis by three reviewers. The results were as follows:
1. Customer perception of PCU service quality covering 8 dimensions: (1) the readiness
of building, environment, and PCU’s staff in providing service, (2) providing equity service
to customers, (3) providing assured service (4) the staff politeness and caring, (5) the staff
responsiveness to customer needs, (6) the staff trustworthy, (7) understanding the customers,
and (8) staff ability in working with community and related agencies.
2. Factors affecting PCU service quality as perceived by the customers were: The readiness of
building, instrument and medical supply, 2) PCU staff, 3) PCU staff service behavior, and 4)
service management. This finding will be great benefit to PCU staff in preparing service
specification to satisfy customer service quality.
Keywords :
Service quality, Factors affecting PCU service quality, customer perceptions
