Marketing Mix Factors Affecting Customers’ Decision Making on Purchasing Spa Services in Phranakhon Sri Ayuthaya Province

Abstract

The objectives of this research were to 1) study levels of marketing mix factors and customers’ decision making on purchasing spa services in Phranakhon Sri Ayuthaya Province, 2) study relationship among the marketing mix factors and customers’ decision and 3) identify the affect of the related marketing mix factors on the customers’ decision. The target population were 660 customers of the spa shops during July-October 2022. 200 customers were selected as the samples by means of accidental sampling technique. Questionnaires were used for collecting data. Descriptive statistics and multiple linear regression analysis with stepwise regression process were used for data analysis. The findings revealed that the spa shops have implemented 7 marketing mix factors of service, price, place, promotion, process, evidence and people with high quality at a good level so far. Whereas the shops have gained the customers’ decision at a high level as well.  All the 7 marketing mix factors and customers’ decision have significant relationship with one another. Nevertheless, only 4 out of the 7 marketing mix factors were selected into the regression equation with 58.80 percent of the variation in the customers’ decision was explained. Those 4 factors were people, process, promotion and price ranking in accordance with the significant affect on the customers’ decision from the most to the least.