ความพึงพอใจของผู้เช่าพื้นที่ต่อส่วนประสมการตลาดบริการของศูนย์การค้าเซ็นทรัลพลาซา ลำปาง

Abstract

This independent study aimed to examine tenant satisfaction towards services marketing mix of Central Plaza Lampang Shopping Center. Questionnaires were used as the tool to collect data from 135 tenants who were shop owners or managers with authority to make decision to rent space in the studied shopping center. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most tenants operated IT, mobile phone, and camera businesses. Their shops were located on the second floor of the shopping center and were registered as the company limited with 51-100 square meter-size of shop, and with 1-3 year-contract of rent. They had operated their business with the studied shopping center for 1-5 years and paid for the monthly rental at the over amount of 100,001 Baht. The majority revealed that their head office made the decision to rent the space at the studied shopping center. They operated only one shop at the Central Plaza Lampang Shopping Center; but there were more than 20 branches of the shop being operated in all branches of the Central Plaza and the Central Festival. The results suggested that the tenants paid the highest level of importance towards elements of services marketing mix factors as follows. The product factor was the fame and the renown of the shopping mall. The price factor was the variety of payment options. The place factor was the free parking space. The promotion factor was the notice on marketing activities being sent to tenants thoroughly and regularly. The people factor was the knowledgeable staff of the shopping mall to provide the right solutions and their honesty, reliability, and trustworthiness. The service process was the notice on useful information being circulated to the tenants continuously. The physical evidence and presentation was the proper temperature inside the shopping mall. The results also presented that the tenants ranked their highest level of satisfaction towards elements of services marketing mix factors as follows. The product factor was the fame, the renown, and the service hours of the shopping mall. The price factor was the variety of payment options. The place factor was the free parking space. The promotion factor was the billboards regularly promoting the shopping mall at different places. The people factor was the sufficient numbers of on-duty staff. The service process factor was the billing punctuality with accurate and clear figures. The physical evidence factor was the good atmosphere with modern interior decoration.