EFFECTS OF SERVICE MARKETING MIX FACTORS ON CUSTOMERS’ DECISION-MAKING AT 7-ELEVEN STORES IN PATHUM THANI PROVINCE

Abstract

The objective of this research was to study the effects of service marketing mix factors on customers’ decision-making at 7-Eleven stores in Pathum Thani province. The samples used in the study comprised 400 consumers at 7-Eleven stores in Pathum Thani province. The instrument used to collect data was a questionnaire. The statistical methods used to analyze the data were descriptive statistics: frequency, percentage, mean, and standard deviation along with inferential statistics: independent sample t-test, one-way ANOVA, and multiple regression analysis. The study results revealed that differences in personal factors of age demonstrated differences in customers’ decision-making at 7-Eleven stores in Pathum Thani province and personal factors of gender, marital status, educational level, occupation and monthly income, demonstrated no differences in customers’ decision-making at 7-Eleven stores in Pathum Thani province. The components of service marketing mix factors, namely product and service, price, promotion, people, and process, affected the customers’ decision-making at 7-Eleven stores in Pathum Thani province at a statistically significant level of .05.