THE MARKETING MIX FACTORS AFFECTING CONSUMERS' SATISFACTION OF TIRE SERVICES AT COMPANY SERVICE CENTERS SUBRUNGREUANGYANGYONT CO., LTD.

Abstract

This research aimed 1) to examine the  marketing mix and consumer satisfaction in receiving tire services 2) to compare consumer satisfaction with car tire service 3) to study factors Marketing Mix Influencing Consumers' Tire Service Satisfaction. The sample was 360 customers of Subrungruang Yang Yon Co., Ltd. Tools used to collect data as a questionnaire, The statistics used represent mean, standard avoidance, t-test, one-way ANOVA, and multiple regression analysis. The research results showed that 1) the  marketing mix factor had the highest mean in all aspects. The satisfaction in receiving tire service of consumers overall had the average at the highest level. 2) The consumers with different age, marital status, occupation, and average monthly income had statically significant different of satisfaction in receiving the tire service of consumers with the center at level 0.05. 4) The marketing mix factors represent price, marketing promotion, and the process to the consumers' satisfaction tire service, which can explain the variability of satisfaction in getting tire service got 33.50%.