STUDY AND COMPARISON OF COMPOSITIONS IN GAS STATION INFLUENCE DECISION OF CUSTOMERS IN BANKOK AND ITS SUBURB

Abstract

Abstract.

This research article’s objectives were; 1) to study and compare the compositions in gas stations that affect the decision of consumers in using the service of gas stations in Bangkok and its suburb, 2) to develop a gas station model in the future to meet the demand, and 3) to study the strategies of gas station operators in the development of gas stations to meet the needs of consumers. This was a quantitative research. The study sample was divided into 2 groups; 400 people who used gas stations in Bangkok and its suburb, and component extraction by principal component analysis, Principle Component Analysis, PCA, and Promax rotation.

The analysis of consumer behavior data in service usage in gas stations in terms of frequency and interval of service to gas stations, re-entry service in gas stations, behavior in choosing to use the gas station, amount of money spent in gas stations, and the purpose of accessing the gas station found that consumers pay attention to the compositions in gas stations that affect their decision to use the service. There were 6 main components as follows; 1) service centers and convenience within service stations, 2) food and souvenir service centers, 3) service centers transaction and transportation, 4) gas station status, 5) smoking place, 6) coffee shop. From the 6 elements, it was found that consumers expect minimal compositions within a gas station as; being a gas station, a coffee shop, a restaurant, for other goods and services was what consumers can expect to have in order to meet their current customer’s life style.

Keywords:  Principle of Gas Station, Coffee Shop, Food and Souvenir Shop, Convenience as Community Mall