Service Marketing Mix and Technology Acceptance Associated with Customers' Decision to Register as The 1 Member among Customers of Central Retail Corporation Shopping Centers in Mueang Nakhon Sawan District

Abstract

          This research aimed to 1) examine the levels of the service marketing mix 7Ps and the adoption of technology, and 2) analyze the relationships and influence of the service marketing mix and technology acceptance on the decision to subscribe to The 1 membership among customers using services at Central Group shopping centers in Mueang Nakhon Sawan District. This study employed a quantitative research design. The sample consisted of 400 respondents. The research instrument was a online questionnaire used for data collection. Data were analyzed using descriptive statistics, Pearson's correlation coefficient, and multiple regression analysis.

           The results revealed that: (1) among the service marketing mix dimensions, price and promotion received the highest ratings, whereas perceived usefulness and perceived ease of use were rated at a high level; and (2) the two variables exhibited a statistically significant positive correlation. Multiple regression analysis revealed that the model accounted for 6.8% of the variance in membership subscription decisions (R² = .068). Perceived ease of use demonstrated the strongest positive influence on membership subscription decisions, followed by the product/service dimension, whereas physical evidence exerted a significant negative influence, after controlling for the other variables in the model. These findings suggest that user-friendly application design and clear communication of membership benefits should be prioritized by area-based retail businesses. However, as the study was limited to customers of shopping centers in Mueang Nakhon Sawan District, the findings should be generalized to other populations and geographical contexts with caution.