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Abstract

The independent study was aimed at studying the services marketing mix affecting consumers towards selecting laundromat in Mueang Chiang Mai District, by using questionnaires as the tool to collect data from 385 samples of customers, and then data analysis was carried out by applying descriptive statistics, namely frequency, percentage and mean, as well as one-way ANOVA The study found that most respondents are female, with age ranging from 20-29 years old, single status, educational background of bachelor’s degree, and monthly income less than 15,000 Baht. The behavior of using laundromat in Mueang Chiang Mai District of consumers indicated that most respondents live in a dormitory or apartment, using services of a laundromat that has a franchise, especially Otteriwash & Dry Shop, using services of a laundromat 1 time per week on weekend (Saturday and Sunday) during 18.01-21.00 PM, spending some 100-200 baht per session of washing clothes. Moreover, it was found that respondents chose to wash and dry. Washing 16-20 pieces per round and most of clothes are used in daily life. The reason of using these services because spending time less than more do it by themselves. Most customers using motorcycles to go to laundromat by themselves. Using social media to find information. If they have the chance to come back to use laundromat, they will exactly use this service. Moreover, maybe they will recommend this service to others too. The findings on examining service market mix affecting consumers towards selecting laundromats in Mueang Chiang Mai District indicate that most respondents emphasized service market mix and the most important sub-factor in each term is enumerated as following details; product: the purity of laundry machines, place: this shop is located in a convenient location with convenient transportation, physical evidence: the purity of shop, promotion: there is a promotion for collecting points from using laundry machines for 10 times and using the service for free 1 time. For prices, the service fee is appropriate for the convenience received and as to process, there is a notification of the operating time of laundry machines through the application. Finally, people and the staff regularly check laundry machines. By comparison of the mean value of the effect of service marketing mix towards choices of laundromat in Mueang Chiang Mai District, divided by age range, it was discovered that certain differences were observed in some sub-factors of products or services, i.e., in prices, distribution, promotion, people, process and physical evidence.