ส่วนประสมการตลาดบริการที่มีผลต่อความตั้งใจของผู้บริโภค ในการใช้บริการศูนย์การค้าในจังหวัดเชียงใหม่

Abstract

This independent study aimed to investigate service marketing mix affecting consumer intention to take services at shopping malls in Chiang Mai Province. Questionnaires were used as the tool to collect data. Samples were identified to 300 consumers of one of four shopping malls in Chiang Mai i.e. Central Plaza Chiang Mai Airport; Promenada Resort Mall; Central Festival Chiang Mai; and Maya Lifestyle Shopping Center. Data were analyzed by the descriptive statsitics: percentage, frequency, and mean; the inferential statistics: multiple regression analysis. Results found that majority of the respondents were female in the age 21-30 years old and had educational background in bachelor’s degree. They earned monthly income at the average amount of 10,001-20,000 Baht. They took service at the shopping mall because it was located close to their residence or workplace. They were employee of private company, self-employed, and student. Frequency of visiting the shoppoing mall was 2-3 times a month. They mostly went there for having meals, shopping, and watching movies. Service marketing mix that affected consumer intention to take services at the shopping malls in Chiang Mai province. In overall view should give priority to service marketing mix factors namely place, people, and physical evidence. With the multiple regression equations as follows The overall intention to take services at the shopping malls in Chiang Mai = 0.848 + (0.534) place + (0.162) people + (0.184) physical evidence. (R2=0.386) The sub-factors of service marketing mix that affected customer intention to take services as follows: 1. Place: The convenience of walking and shopping for products and services (B = 0.237), arrangement of areas (Zone) for easy selection of shops and products (B = 0.174), the location of the shopping center is convenient transportation (B = 0.174) and decoration of shops within a shopping center is easy to choose to buy products and services (B = 0.143). 2. Physical evidence: Sufficiency of facilities in shopping centers such as restrooms, parking lots, ATMs, elevators, rest areas (B = 0.332), the atmosphere in the shopping center is airy with white tones (B = 0.141). , Family facilities such as children's restroom, stroller, special train (Happy Train) (B = 0.075) 3. People: personnel and store employees inside the shopping center there is good manners and always ready to provide service (B = 0.181), the sufficiency of cleaning and security security guard in the shopping center (B = 0.138) and the speed of service of personnel and store employees inside the shopping center (B = 0.143)