ส่วนประสมการตลาดบริการที่มีผลต่อผู้ใช้บริการศูนย์การค้า พรอมเมนาดา รีสอร์ท มอลล์ เชียงใหม่

Abstract

This study aimed to explore services marketing mix affecting patrons of Promenada Resort Mall Chiang Mai. Samples of the study were specified to 350 patrons of Promenada Resort Mall Chiang Mai. Questionnaires were used as the tool to collect data. The data obtained were, then, analyzed by the use of descriptive statistics, consisting of frequency, percentage and mean. The findings presented that most respondents were male, resided in Chiang Mai. Distance between their residence and Promenada Resort Mall was about 5-10 kilometers and the distance between their workplace and the mall was less than 5 kilometers. They were 21-30 years old with Bachelor’s Degree, worked as private company employee with average monthly income at the amount of 15,001-30,000 Baht and were single. Averagely, they took services at the Promenada Resort Mall Chiang Mai 3-4 times per month, particularly on Saturday and Sunday during 13.01-15.00 hrs. They mostly made their visit to the studied mall with friend. Number of people accompanying them to this studied mall was 2 persons. Purpose of their visit to this mall was to have a meal. In each time of their visit, they spent about 501-1,000 Baht. Reason of taking services at the Promenada Resort Mall Chiang Mai was mentioned to entire services being provided. The results of the study on service marketing mix factors presented that in an overview, the physical evidence and presentation factor affected the respondents’ decision at high level. In the meanwhile, factors affected their decision at moderate level were price, product, process, people, place and promotion. Hereafter were shown the top ten elements affecting their use of services: variety of restaurants and beverage shops such as Wine Connection, Mix, The Duke, and Toms and Toms, variety of consumer product shops such as Rimping, Boots, Watson, Chichang, Sport World, and Uniqlo, variety of restaurants in its food center, qualities of products and services distributed and offered at the studied mall, reasonable prices of products and services comparing to its qualities, modernity of the mall itself and shops, beautiful decoration with good and natural atmosphere of the mall itself and shops, having an image of resort shopping mall, collaborating with shops to offer sale promotions : discount, product redemption, giveaway, premium, and reward, cleanliness and hygiene of the mall itself and shops, convenient location for transportation without traffic jam, convenience for shopping, and sufficient parking spaces, in orderly.