Service Marketing Mix Factors Influencing Decision Making of Using Restaurants Service in Nong Khai

Abstract

This research aimed to study the general demographic characteristics of restaurant service users in Nong Khai Province, including gender, age range, education level, occupation, monthly income, and marital status, as well as to examine the level of users’ opinions on the service marketing mix factors of restaurants in the area and to analyze the influence of these factors on the decision to use restaurant services. Data were collected through questionnaires administered to a sample of 400 restaurant service users in Nong Khai Province, selected using convenience sampling. The statistical methods employed included frequency, percentage, mean, standard deviation, and t-test, while hypothesis testing was conducted using one-way analysis of variance and multiple regression analysis. The results revealed that differences in age range significantly affected the decision to use restaurant services in Nong Khai Province at the 0.05 level of significance. In addition, the overall opinions of service users toward the service marketing mix factors were found to be at a high level. Furthermore, the factors related to product, price, personnel, process, and physical evidence were found to have a statistically significant influence on the decision to use restaurant services in the province at the .05 level.