The Marketing Mix and Service Quality that Affect the Decision to Using Food Ordering Services Via the Application of the Baby Boomer Generation in Bangkok
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Abstract
The objectives of this research paper were to study the marketing mix factors (7Ps) and service quality that affect the decision to use food ordering services via the application of the baby boomer generation in Bangkok. The sample consisted of the baby boomer generation living in Bangkok; there were 384 informants. The research instrument was a questionnaire. The statistics used to analyze the data were percentage, mean, standard deviation, and regression analysis. The results of the research were as follows: (1) The level of marketing mix factors (7Ps) was average overall and affected the decision to use food ordering services via the application of the baby boomer generation in Bangkok at 22.70 percent with a statistical significance of 0.05. (2) The level of service quality was moderate overall and affected the decision to use food ordering services via the application of the baby boomer generation in Bangkok at 18.70 percent with a statistical significance of 0.05.
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