ความคาดหวังของผู้บริโภคต่อส่วนประสมการตลาดบริการ ของโรงภาพยนตร์ในอำเภอเมืองเชียงใหม่ในยุคความปรกติใหม่

Abstract

This study aims to Expectations of Consumers towards Service Marketing Mix of Movie Theaters in Mueng Chiang Mai District in New Normal Era. Data were collected from 400 individuals through online questionnaires. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and inferential statistics, which employed independent t-test to compare differences between two groups of independent variables. The study found that the respondents were male and female, aged between 26 and 30 years old, single, and had the highest bachelor's degree. As a company employee, the average monthly income is 20001-30000 Thai baht. Most people use cinema services on weekends. Start using the cinema at 6 pm. Go to the cinema with friends. Watch one movie on average each time. 201-500 THB. Buy movie tickets at the counter. Learn about the source or promotion of movies on the Internet. The overall confidence in the use of cinemas after the outbreak of COVID-19 is the same, and there are reasons for using cinemas. There are many seats to choose from. In the context of the new normal era in Mueang Chiang Mai District, the study focused on consumer expectations related to the service marketing mix for movie theater services. The findings indicated that overall expectations were at a high level, with the following order of importance: Place People Process Product Physical Evidence Promotion and Price. Management guidelines for movie theaters in response to the measures introduced by the government during the new normal era, three key measures were identified, all of which received high levels of support: The utilization of technology to facilitate transactions, such as QR Code, card sales, and electronic payments (e-Payment). Implementing a limit of one person per 1.5 square meters of space per round or time period. Mandating that all service users wear cloth face masks or masks and cleanse their hands with soap or disinfectant products before entering the movie theater.