Factors Affecting Entrepreneurs’ Decision Making of Metal Processing Machine Maintenance Services in Thailand

Abstract

     The objectives of this article are: (1) to study general characteristics of metal product businesses, related to decision making of metal processing machine maintenance services; and (2) to study the 7Ps marketing mix, influencing decision making of metal processing machine maintenance services. The research deploys a quantitative method using structured questionnaire survey. The samples use in the study are entrepreneurs using metal processing machine from 400 companies. The data is analyzed by using descriptive statistics including frequency, percentage, mean. Also, the hypotheses are tested by using One-Way ANOVA and Multiple-Regression.

     The research findings reveal as followings: (1) differences in general characteristics of metal product businesses and types of industries influence decision making of metal processing machine maintenance services differently; and (2) the 7Ps marketing mix in terms of product and price affects decision making of metal processing machine maintenance services. The research findings will prove valuable for providers of metal processing machine maintenance services. The market share may be established by type of product and type of industry. Whereas product and price will constitute the marketing strategies.