Abstract

Few services, if any, will have customers who all have exactly the same needs and who use the services in exactly the same way. Rather, services will face distinct and different customer segments. This study aimed to discriminate on key demographic variables to determine which dimensions of service quality in local government are most important to different demographic segments. The data were collected by means of a self-administered questionnaire survey conducted among residents of Khok Pho municipality in Pattani Province, southern Thailand. Four separate discriminant analysis were performed to ascertain which dimensions of service quality are potentially more important to different demographic groups. Results indicated that three discriminant functions – gender, age, and education – were statistically significant. Strategic issues in managing service quality within the local government context are identified and discussed.

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