ส่วนประสมการตลาดบริการที่มีผลต่อการตัดสินใจของผู้บริโภคในการใช้บริการศูนย์การค้าพันธุ์ทิพย์พลาซ่า เชียงใหม่

Abstract

The objective of this research is to Service Marketing Mix Affecting Consumer Decision Towards Using Services of Pantip Plaza Chiang Mai. The scope of the research includes consumers who have used or currently use the services of Promenade Pantip Plaza Chiang Mai, and who reside in the province of Chiang Mai. The target group consists of individuals under the age of 60, without any gender restrictions, as they are the intended customer base of Promenade Pantip Plaza Chiang Mai. A convenient sample of 385 participants . The study explores demographic factors such as age, gender, marital status, income, education, and occupation, as well as Service Marketing Mix including product, price, distribution channel, marketing communication, employee, process and physical evidence. The study findings reveal that the general characteristics of the sample group consist of 60% females and 40% males. The majority of the sample group falls within the age range of 20 to 30 years, accounting for 40.3%. Around 33% of the sample group has an income equal to or less than 15,000 baht. Additionally, 34.8% of the sample group are employed in private companies. Approximately 62.9% of the sample group have a bachelor's degree or equivalent level of education, and the majority 71.7% have a single marital status.

Regarding the research findings on the marketing components that influence the decision-making process of consumers in using the Promenade Pantip Plaza, Chiang Mai, two factors have been identified: price factor and marketing communication factor. Consumer decision-making in using the services of Promenade Pantip Plaza, Chiang Mai, takes into consideration the appropriateness of product prices, lower prices compared to elsewhere, and clear price displays on the products. Furthermore, effective marketing communication plays a crucial role, including continuous promotional activities, organizing relevant events and promotional campaigns targeting the intended customer group. It is also recommended to support the participation of the stores in government initiatives such as "Khon La Khuen" comprehensively. The study findings on demographic factors show that differences in age, occupation, and education level have an impact on consumer decision-making, which varies accordingly. These three factors are interrelated. For instance, individuals under the age of 20, such as school-aged children, with education levels lower than a bachelor's degree, are more likely to use the services of Promenade Pantip Plaza, Chiang Mai, for purposes such as using tutoring rooms or attending special classes. Researchers expect that this independent study will be beneficial to the organization in understanding the factors that influence consumer decision-making in using services at Pantip Plaza Chiang Mai and using the study results as data to analyze as a guide to adjust and develop marketing strategies to meet the future needs of service users.