ปัจจัยทำนายความผูกพันของลูกค้าต่อร้านขายยาแผนปัจจุบัน ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The purposes of this research were (1) to examine the relationships between customers’ perception of service marketing mix and customer engagement of drug store, and (2) to examine the predictive power of perceived service marketing mix on drug store’s customer engagement. A correlational research design was used. The sample was 350 customers of drug stores which located in Amphoe Mueang, Chiang Mai Province. Research instruments consisted of customer engagement of drug stores scale and perceived service marketing mix scale. Data were analyzed by using Pearson Product Moment and Multiple Regression Analysis. The research found that: 1.All elements of perceived service marketing mix were positively related to customer engagement of drug store (p < .01). 2.Perception of product, people, physical evidence, price, and place jointly predicted customer engagement of drug store (p < .01).