10 Marketing services affecting to repeat buying consumers behavior Case Study : JJ Market Plaza Kanchanaburi

Abstract

This research aimed to study 1. the demographic characteristics of JJ Market Kanchanaburi
Plaza’s customers such as sex, age, education, occupation and income 2. the service marketing
mix of JJ Market Kanchanaburi Plaza and 3. the influences of service marketing mix to repeat
buying behavior of JJ Market Kanchanaburi Plaza’s customers. The 385 samples of this study
who were the repeat buying customers of JJ Market Kanchanaburi Plaza. The instrument of
this research was questionnaire. The statistics which used to analyze data were percentage,
mean, standard deviation and multiple regression
The results found that
1. The majority of respondents were female (69.8 percent), age between 26-35 years (31.2
percent), marital status (50.4 percent), education: bachelor degree (47.1 percent), occupation:
private employees (40.6 percent) and revenue in the period of 10,001-20,000 baht per month
2. The overall, the service marketing mix of JJ Market Kanchanaburi Plaza was in
the moderate level. Considering in each aspects of service marketing mix were found that
products, people and processes were in the high level and price, position, promotion, process
and physical evidence were in the moderate level.
3. The influences of service marketing mix to repeat buying behavior of JJ Market
Kanchanaburi Plaza’s customers were found that;
3.1 Product, price, position, promotion, process and physical evidence had influenced
to the impression of JJ Market Kanchanaburi Plaza’s customers in order to repeat buying.
3.2 Product, promotion and process had influenced to the spending of JJ Market
Kanchanaburi Plaza’s customers in order to repeat buying.
3.3 Position, promotion and physical evidence had influenced to the frequency of
coming of JJ Market Kanchanaburi Plaza’s customers in order to repeat buying.
3.4 Products, price and process had influenced to the introduction market of
JJ Market Kanchanaburi Plaza’s customers in order to repeat buying.