Service Marketing Mix Influences the Decision Making in Choosing the Convenient Laundry Shop in Khao Rup Chang Municipality, Songkhla Province

Abstract

          This research’s objectives were to: 1) to study the personal factors and personal behavior on using self-service laundry facilities, and 2) to investigate the influence of service marketing mix factors on the decision to use self-service laundry facilities in the Khao Rup Chang Municipality, Songkhla Province. This quantitative research used questionnaires as a tool to collect data from 400 users using self-service Laundry within the Khao Rup Chang Municipality, Songkhla Province. The statistics used for data analysis included frequency, percentage, mean, multiple correlation analysis, and multiple regression analysis.

           The results showed that most respondents were single female students, aged between 21-30 years and most of them were undergraduates. Their monthly income was not more than 10,000 Baht, and they stayed in dormitories. They used self-service laundry facilities between 6:00 PM-11:59 PM for both washing and drying. The main reason for using the service 2 times per week was lacking of free time and used 11-20 clothes for each laundry. The individuals influencing their decision to use the service were mostly friends or partners. The service marketing mix factors including product, price, place, promotion, people, physical environment, and process positively influenced the decision to use the service. Entrepreneurs should study consumer behaviors and adjust their service marketing mix strategies to align with consumer behaviors to meet their needs and enhance customer satisfaction.