Marketing Mix (7Ps) Factors Influencing Generation Z Consumers' Decision to Select Café in Mahasarakham Province
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Abstract
This research aimed to: (1) examine the level of consumer opinions toward service marketing mix elements, (2) examine the level of consumer opinions regarding the decision to use café services, and (3) analyze which elements of the service marketing mix influence consumers' decisions to use café services. This quantitative study collected data from 400 members of Generation Z (aged 18–28 years) in Maha Sarakham Province who had previously used café services. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, with hypothesis testing conducted through multiple linear regression
The findings revealed that: (1) Generation Z consumers perceived the overall service marketing mix at a high level; (2) their decision-making behavior in selecting café services was also rated at a high level; and (3) the service marketing mix elements that had a statistically significant positive influence on café selection decisions at the 0.05 level included place, promotion, and physical evidence. In contrast, price and process had a significant negative influence, while product and people showed no statistically significant effect on the decision-making of Generation Z consumers regarding café service usage.
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