The Effects of the 4E’s Marketing Strategy on Consumers’ Decision-Making in Selecting Gel Nail Salon Services in Songkhla Province

Abstract

          This research aimed to: (1) examine the level of opinions regarding the 4E’s marketing strategy and the decision-making in selecting gel nail salon services in Songkhla Province; and (2) investigate aspects of the 4E’s marketing strategy influence consumers’ decisions in choosing such services. This study was a quantitative research method, using a questionnaire as the data collection instrument. The sample consisted of 420 consumers using the gel nail salon services in Songkhla. Data were analyzed using frequency, percentage, mean, multiple correlation analysis, and multiple regression analysis.

          The results found that: (1) the respondents’ opinions on the 4E’s marketing strategy Experience, Exchange, Everyplace, and Evangelism were rated at a high level across all dimensions, as was their decision-making in selecting services; and (2) the components of Exchange, Everyplace, and Evangelism had a positive influence on decision-making. The findings suggested that business operators could apply the results to better understand consumer behavior and continuously improve their 4E’s marketing strategies to align with changing consumer preferences for enhancing their competitive advantage