ส่วนประสมการตลาดบริการที่มีผลต่อลูกค้าในการเลือก ร้านอาหารปักษ์ใต้ในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to investigate service marketing mix affecting consumers towards selecting southern food restaurants in Mueang Chiang Mai district. Data were collected from 300 samples residing in Mueang Chiang Mai district and consuming southern food during the past year. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most samples were female in the age of 20-30 years old. They worked as private company officer/employee. Their highest level of education was bachelor’s degree or equivalence. They earned an average of monthly income at 10,001-20,000 Bath. Hereafter were shown the summary of respondent’s behavior towards selecting the southern food restaurants. The majority selected the stand-alone type of southern food restaurant. The most favorite menu being ordered was Kua-Kling-Moo: stir fried minced pork with hot yellow curry. Reason of selecting the southern food restaurant was their preference for the taste of food. In general, they made the decision to have the southern food and the southern food restaurant by themselves. They had a meal at the southern food restaurant regularly; but without a certain day. An average expense that they spent at the studied restaurant was not over 100 baht per person. Most of them visited the southern food restaurant during their lunch time, starting from 10.31-13.30 hrs. Source of information where they learned about the restaurant was referred to personal source. Regarding the study on service marketing mix affecting consumers towards selecting southern food restaurants in Mueang Chiang Mai district, the results indicated that in an overview, the respondents respectively rated the following factors at high level of importance: service process, people, place, product, physical evidence and presentation, and price. They, however, rated promotion factor at moderate level of importance. Hereafter were shown important elements of each factor. In product factor, the top three important elements with the highest mean scores were the good quality of raw ingredients as well as the cleanliness of restaurants, as being rated at the highest level of importance, and the freshness of food as being rated at high level of importance. In price factor, the top three important elements with the highest mean scores were the reasonable price comparing to quality, the clear menu price to be posted on the restaurant’s wall, and the cheaper price than other restaurants where offered similar service quality, respectively, as being rated at high level of importance. In place factor, the top three important elements with the highest mean scores were the convenient location to transport, the certain service hours, and the location where was easy to see, respectively, as being rated at high level of importance. In promotion factor, the top three important elements with the highest mean scores were the cash discount under conditions, the advertisement/promotion via social media such as Facebook, and the complimentary dish when buying food in the determined amount, respectively, as being rated at moderate level of importance. In people factor, the top three important elements with the highest mean scores were the attention of staff and their willingness to serve customers, the friendliness and courtesy of staff, and the reception and rapid service being provided to customers, respectively, as being rated at high level of importance. In physical evidence and presentation, the top three important elements with the highest mean scores were the cleanliness in the restaurant, the good ventilation in the restaurant, and the clean and polite dressing of staff, respectively, as being rated at high level of importance. In service process, the top three important elements with the highest mean scores were the accuracy of bill payment process, the accuracy of food serving process, and the rapidness of food serving process, respectively, as being rated at high level of importance.