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Abstract

The study of Service Marketing Mix Factors Affecting Consumers’ Decision of Papaya Salad Restaurant in Mae Rim District, Chiang Mai province aimed to study 1) behavior of Consumers in choosing to use Papaya Salad Restaurants and 2) The Service Marketing Mix Factors Affecting Consumers' Decision to use Papaya Salad Restaurant Service. Descriptive statistics, Likert Scale and were used for data analysis. The primary data was collected using questionnaires from 400 samples of Papaya Salad Consumers in Mae Rim District Chiang Mai province. The study of consumer behavior of choosing to use Papaya Salad Restaurants in Mae Rim District Chiang Mai province found that most Consumers prefer to eat Papaya Salad at Restaurant and use the service more than 3 times per month. The average cost per time when using Papaya Salad restaurant is 101 - 200 baht. While the reason for the purchase decision, it was found that most Consumer intend to eat Papaya Salad because they are hungry and want to change the taste which has a similar proportion. As for problems that have been encountered in using Papaya Salad Restaurants, it was found that Consumers had problems with the taste of food that was not delicious. In addition, The Papaya Salad Restaurant that Consumers use the most is Krua Ruang, Rim Tai Subdistrict, Mae Rim District, Chiang Mai province. While, the Consumers return to The Papaya Salad Restaurant repeatedly for reasons of the taste of the food.

The result of collecting information the service marketing mix factors that consumers pay attention to at a high level are the price is reasonable for the food quality, Papaya Salad is delicious, receiving payments is accurate and fast, the restaurant is clean and the last point that consumers pay attention to at a high level is the staff speak politely, have good manners, smile brightly. As for the marketing mix factors that consumers focus on at a moderate level, the store location is close to home/work and there are always new promotions such as check-in, food discounts. The recommendation from this research is divided into 7 areas as follows: 1) product aspect should pay attention to the taste of Papaya Salad and many other types of food, which may have a taste of food to be consistent. In addition, the raw materials used should be of good quality, clean and always fresh. 2) In terms of price, food prices should be appropriate for the amount of food and the ingredients used for cooking should be worthwhile compared to the price. 3) Place, the location of the store should be chosen close to the community, company, school, university or government place and should join food ordering applications such as Grab food, Lineman, Food panda, etc. 4) Promotion, marketing promotion should arrange special promotions on public holidays promotions, to stimulate the number of service use including the amount of purchase each time. 5) Personnel, should select and train employees to have attention to customers smile, speak politely, willing to serve 6) Physical appearance, the shop should be decorated to be clean, beautiful, and have enough seating arrangements to sit and wait in line and there are enough tables for the number of customers and 7) Process, service that results in slower service should be minimized, reduce redundant processes to meet the needs of consumers who need speedy service.