The Expectations of Service Marketing Mix in Purchasing through Social Media channel of undergraduate students in Bangkok Metropolitan Region
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Abstract
From the current market situation, consumers have diverse and unique needs. Therefore, businesses must focus on customer value by offering an appropriate marketing mix and using social media marketing to respond to customer needs and expectations. This research aims to study the level of expectations regarding the service marketing mix factors, compare purchasing decisions on social media based on personal factors, and study the effects of expectations of the service marketing mix factors on product purchases via social media among undergraduate students in the Bangkok metropolitan region. This quantitative research involved 400 respondents selected by multi-stage sampling, with questionnaires used as the data collection tool. Statistical techniques employed for data analysis included frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, Pearson's correlation coefficient, and stepwise multiple regression analysis. The results reveal that the level of expectations regarding the service marketing mix in social media purchases among undergraduate students is at a high level overall and in all aspects. Furthermore, when comparing personal factors with purchasing decisions, gender differences correlate with different purchasing decisions. Finally, the marketing mix factors affecting social media purchasing decisions among undergraduate students are physical evidence, product, process, and personal factors. Based on the research results, businesses should prepare their marketing channels in terms of physical characteristics, offer a wide variety of products that are quality-oriented and attractive, while being reliable in their processes, ensure reliable and safe payment systems, and implement interesting marketing promotion activities.
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