Service Innovations Affecting the Decision of the Generation C to use Supermarket Service in Bangkok.

Abstract

The research topic is about “Service Innovations Affecting the Decision of the Generation C to use Supermarket Service in Bangkok” aim to study 1) the behavior of Generation C consumers in using supermarket services in Bangkok 2) the level of importance of service innovation for Generation C consumers when deciding to use supermarket services in Bangkok 3) the level of importance of decision-making factors in using supermarket services for Generation C consumers in Bangkok and 4) the service innovations that influence Generation C consumers' decisions to use supermarket services in Bangkok. The sample consists of 400 Generation C consumers in Bangkok, selected using the Stratified Random Sampling method. Data were collected using a questionnaire. The statistical methods used for analysis include frequency, percentage, mean, standard deviation, and Multiple Linear Regression Analysis using the Enter method.

            The research findings revealed that 1) Most respondents shopped at supermarkets, spending an average of no more than 1,000 baht per visit, purchasing consumer goods near their residence, typically after work or school. They chose to use the service mainly because their regular products had run out. The decision to shop was made independently, with the most influential factor being the supermarket's reputation. 2) Respondents placed the highest importance on the environment, followed by technology, processes, and information. 3) The purchase decision stage was given the most importance, followed by need recognition, information search, post-purchase behavior, and evaluation of alternatives. 4) Information, processes, technology, and the environment significantly influenced supermarket choice decisions at a statistical significance level of .05.