THE STUDY OF THE RELATIONSHIP BETWEEN MARKETING MIX FACTORS AND THE SERVICE USAGE DECISION OF EARLY-WORKING-AGE CONSUMERS TOWARD HAIDILAO RESTAURANTS IN BANGKOK METROPOLITAN AREA
Keywords:
Marketing Mix Factors, Service Usage Decision, HaidilaoAbstract
This research aimed to 1) examine the level of marketing mix factors of Haidilao restaurants, 2) study the service usage decisions of early working-age consumers in the Bangkok Metropolitan Area, and 3) investigate the relationship between marketing mix factors and the service usage decisions of early working-age consumers toward Haidilao restaurants in the Bangkok Metropolitan Area. This was a quantitative study using an online questionnaire as the research instrument. The reliability of the instrument was tested with a pilot group of 30 respondents, yielding a Cronbach’s alpha coefficient of 0.95. Data were then collected from 350 respondents aged 21 - 29 years, residing in the Bangkok Metropolitan Area, using cluster sampling. Descriptive statistics, including frequency and percentage, were used to analyze respondents’ demographic characteristics. Mean scores and standard deviations were applied to assess the marketing mix factors and service usage decisions both by dimension and overall. Hypothesis testing employed inferential statistics, specifically Pearson’s product-moment correlation coefficient at the 0.01 level of significance.
The findings revealed that: (1) the overall marketing mix factors were rated at a high level, with the highest dimension being physical evidence, followed by people, process and product (equally ranked), place, promotion, and price respectively; (2) overall service usage decisions were also at a high level, with the highest mean score for information search, followed by purchase decision, evaluation of alternatives, post-purchase behavior, and problem recognition; and (3) all seven dimensions of the marketing mix (7Ps) were found to have a strong positive and statistically significant relationship with the service usage decisions of early working-age consumers toward Haidilao restaurants in the Bangkok Metropolitan Area.
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