SERVICE MARKETING MIX THAT INFLUENCES THE DECISION TO USE A OIL STATION IN KHAO KHITCHAKUT DISTRICT CHANTABURI PROVINCE

Abstract

The objectives of this article were aims to 1) study personal factors affecting the decision to use service of gas station customers, 2) study the service marketing mix factors that influence service decision of gas station customers and, 3) study the behavior of using gas stations. The research model was quantitative research, the research area was Khao Khitchakut District, Chanthaburi Province. The sample group was service users of gas stations in Khao Khitchakut District, Chanthaburi Province, totaling 400 people. The tool used was a questionnaire developed by the researcher. The statistics used were mean, percentage, standard deviation. and test the hypothesis by analyzing the differences of samples from 2 groups t-Test, analysis of variance or comparing the differences of means between samples from 3 groups or more is a hypothesis test, F-Test statistical value and coefficient analysis. Pearson simple product moment correlation. The results showed that 1) personal factors including those responsible for occupational status. and income resulting from choosing the service of customers at gas stations Which has the same gender factor that many people choose to use the service gas station customers Statistically significant at the 0.05 level. 2) Marketing mix factors influencing the decision to use services consisted of product factor Statistically significant at the 0.05 level. Target groups and process factors Statistically significant at the 0.001 level, the highly effective value was 74.00%. 3) The exercise of the use of most of the subjects who used gas occasionally 4 times/week gave necessary reasons.