SERVICE MARKETING STRATEGY FOR BAKERY BUSINESS

Abstract

This study aimed to construct service marketing strategies for bakery business. The target subjects were among customers who consumed bakery products in The Siam Paragon, The Emporium Department Store, The Central Chidlom Department Store, The Central World, The Central Department Store Rama 9 and The Terminal 21 Shopping Mall. 600 subjects were chosen by quota sampling technique and Questionnaires were used to collect data. The confirmatory factor analysis of AMOS program was used to analyze the collected data. It was found from the analysis of data that factors affecting the service marketing strategy for bakery business were the service marketing mix 7 p. and all three types of bakery. The proportion of Chi-square / Degree of Freedom (X²/ df) was 1.982, less than the specified criteria of 2. When considered the specified index set at a level of greater than or equal to 0.90, it was found that all index were over the criteria as the following; GFI = 0.915 , AGFI = 0.988, NFI = 0.909 , IFI = 0.947, CFI = 0.947. When considered the specified index set at a level of less than 0.08, it was found that both index were also over the criteria as the following, RMR = 0.044 and RMSEA = 0.040. It was concluded that the above factors affected the service marketing strategy for bakery business. In addition, when using the model of marketing strategic components to separately consider components of each indicator, the researcher found that the service marketing strategies for bakery business were divided into 7 subordinate strategies as the following; 1. bakery store atmosphere strategies 2. key bakery service staff strategies 3. attractive ambiance strategies 4. welcoming display strategies. 5. integrated marketing communication strategies 6. product quality strategies and 7. marketable price strategies, so-called “ Q – MARK ”.