ส่วนประสมทางการตลาดบริการที่มีผลต่อลูกค้าในการเลือกใช้บริการร้านคาร์แคร์ในอำเภอเมืองลำพูน

Abstract

This independent study studied the Service Marketing Mix Affecting Customers Towards Selecting Car Care in Mueang Lamphun District. and collect data from 400 people. When analyzing the preliminary data, descriptive statistics consisting of frequency, percentage, average value and inference statistics are used, independent t-test statistics are used to compare the differences between two groups of independent variables, one-way analysis of variance (ANOVA) statistics are used to compare the differences between three or more groups of independent variables, and multiple regression analysis is used to test the relationship between independent variable and dependent variable. The study found that the majority of respondents are female, aged between 20 and 37 years old, with a bachelor's degree, employed by a private company, and earning no more than. 15000 Thai baht for the use of a car care shop in the Mueang Lamphun area. This is a sedan that uses paint cleaning services. The average cost per service is 201-400 Thai baht. Moreover, the days of using this service are uncertain, with most people using it once a month or less, knowing that car care stores that use this service through storefronts. The first influencing factor is price, and the second is the product/service process. Creation and presentation of personal, distribution channels, marketing promotion, and physical characteristics Classified by average income and price difference The study found that Service Marketing Mix affecting customer towards selecting car cares in Mueang Lamphun District, there was 1 factor, namely the product/service aspect. When studying the sub-factors, it was found that there were 2 sub-factors in terms of products/services, namely reputation and image of the store. and tools and the equipment used is modern