Consumer Behavior and Services Marketing Strategies Affecting Customer Satisfaction Towards Public-private Partnership or Pracharath Stores in Nakhon Pathom Province

Abstract

This research aimed to survey general features of customers, their consumption behavior, their opinions on services marketing strategies and their satisfaction towards public-private partnership or Pracharath stores in Nakhon Pathom Province.  The sample consisted of 250 customers, aged over 18 years, of public-private partnership or Pracharath stores in Nakhon Pathom Province.  A questionnaire was used to collect quantitative data while a focus group was used for collecting qualitative data.  The statistical tools used for data analysis were frequency, percentage, mean, standard deviation, one-way analysis of variance (ANOVA) and multiple stepwise regression analysis.  

The findings were as follows: Most customers were female employees aged between 26 and 35 years with bachelor’s degrees education and average monthly income between 10,001-20,000 THB.  They mostly purchased food or agricultural products from public-private partnership or Pracharath stores in the community or in Pracharath markets.  In general, they went to shop there in the evening during 7-9 pm and spent not more than 100 THB each time.  People influencing their shopping there were mostly their lovers.  The reason to go shopping there was that the stores were near their home and their workplaces or located along their passageways.  The overall services marketing strategies of public-private partnership or Pracharath stores in Nakhon Pathom Province highly affected the consumer behavior especially in the aspect of products, followed by the aspects of places and time, service providers, price, physical environment, customer services processes, and marketing promotion and product knowledge provided for customers respectfully.  Overall, their opinions on the customer satisfaction towards public-private partnership or Pracharath stores in Nakhon Pathom Province were at a high level.  Differences in product types, locations of stores and purchasing time affected the customer satisfaction towards public-private partnership or Pracharath stores in Nakhon Pathom Province with the significant level of 0.05.  Five aspects of the services marketing strategies, sorted from highest to lowest as follows: price, marketing promotion and product knowledge provided for customers, customer services processes, products, and places and time, were found to significantly affect the customer satisfaction towards public-private partnership or Pracharath stores in Nakhon Pathom Province.