ABSTRACT
The objectives of this independent was to examine and compare the behavior of users and the quality of service of Som Siri Pawnshop, it is located in Muang district, Nakhon Ratchasima province. The samples of this case were drawn from the measure of the customer satisfaction with a tool which called “SERVQUAL”. The samples consisted of 380 persons. The results were as follows;
The most of respondents were female accounted for 62.9 percent. We can define as in group as follows;
- 36.6 percent were aged between 20 – 29 years
- 50.3 percent were married
- 48.2 percent were who had no children
- 45.3 percent were graduated of Bachelor’s Degree
- 40.8 percent for the most reason for using service at Som Siri Pawnshop was expenses on a daily basis.
- 74.2 percent for the most things that bring to pledge is Gold.
The service users of Som Siri Pawnshop have the satisfaction of 5 aspects. : Reliability,
Responsive , Providing Certainty, Caring and the physical appearance. Users with different demographic characteristics will have the different satisfaction.