ส่วนประสมการตลาดบริการที่ส่งผลต่อเจเนอเรชันวายในการเลือกใช้บริการสถานพยาบาลสัตว์ ในอำเภอเมืองเชียงใหม่

Abstract

The purpose of this independent study was to study service marketing mix affecting generation Y towards choosing animal hospital in Mueang Chiang Mai district. The data were collected by questionnaires, the sample is generation Y that used to services of animal hospitals in Mueang Chiang Mai district, which has a period of service not exceeding 1 year. Researcher collected a sample of 365 samples by convenience sampling method, the data were analyzed by descriptive statistics, via frequency, percentage, mean and standard deviation. Also, more than 2 groups of data were analyzed by inferential statistics: analysis of variance (ANOVA) were tested different education level, average monthly income and animal hospital service expense per time. The result of study revealed that the majority of respondents were female, aged 29, Batchelor’s degree holder, company employee, average monthly income 15,001-20,000 Bath, there is 1 pet in household, cats are the most commonly treated animals, know the animal hospital from social media (Facebook, Instagram), the purpose to go to animal hospital is to cure disease or injuries, the averaged expense spent into the service per time was about 501-1,000 Bath. Service Marketing Mix Affecting Generation Y Towards Choosing Animal Hospital in Mueang Chiang Mai District found that factors affected the respondents at the high level were People, Price, Promotion, Process, Physical Evidence, Product and Place. The results of 7 factors of service marketing mix revealed that the respondents decided top 3 sub factors of product are vaccines given to pets are of high quality and reliable, medicines given to pets are of high quality and reliable and there is a fully vaccination service and many types of vaccines. In term of price are service price is reasonable for the type of service chosen, able to pay service charge in a variety of formats and worth the price when compared to the services received. In term of place are the location is near customers resident, animal hospital open 24 hours and animal hospital has many branches, convenient for coming to use the service. In term of promotion are discounts are given to consumers, there are a gift for customer on special days and promotional prices are set. In term of people are employees/personnel speak nicely and smile, employees/personnel have knowledge and ability to answer questions or give an advice to customers and the veterinarian is reputable and reliable. In term of process are provide equal service to all pets, services are provided on a first-come, first-served basis and there is a systematic and fast service system. In term of Physical Evidence are there is enough space to sit for waiting, inside of animal hospital is orderly, clean and tidy and the storefront is outstanding. clearly visible. According to the results of hypothesis testing, the respondents of different of education level had different effect on service marketing mix at 0.05 significant level. And the respondents of different average monthly income and animal hospital service expense per time., had not different effect on service marketing mix at 0.05 non-significant level.