The Marketing Mix Factors Affecting the Decision to Use the Service of Wanlaew Wanlao Restaurant

Abstract

          The purposes of this research aimed to study 1) the marketing mix factors affecting the customers' decision to use the services at Wanlaew Wanlao Music and Restaurant, 2) the customers' decision to use the services at Wanlaew Wanlao Music and Restaurant, 3) the differences in the customers' decision to use the services at Wanlaew Wanlao Music and Restaurant classified according to personal information, and 4) the marketing mix factors affecting the customers' decision to use the services at Wanlaew Wanlao Music and Restaurant. It was quantitative research with the sample of 400 sets of questionnaires used as a tool to collect data. Statistical tools used were percentage, mean, t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis.

           The research findings revealed that 1) the level of importance of the marketing mix factors in using the services at Wanlaew Wanlao Music and Restaurant was overall rated as very important. 2) The level of decision-making in using Wanlaew Wanlao Music and Restaurant services was overall rated as highly agreeable. 3) A comparison of decision-making in using the services at Wanlaew Wanlao Music and Restaurant, classified by personal information, shows varying effects on the decision to choose these services. 4) The marketing mix factors, particularly the physical characteristics, significantly influenced the decision to use the services at Wanlaew Wanlao Music and Restaurant.