Marketing Mix Factors Related to the Service Usage of Consumers at Buffet Grilled Pork Restaurants in Mueang Udon Thani District, Udon Thani Province
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Abstract
The objectives of this study were: 1) to investigate the service marketing mix factors influencing consumers who patronize buffet mookata restaurants in Mueang District, Udon Thani Province, and 2) to examine the relationships between the service marketing mix factors and consumers’ utilization of buffet mookata restaurants. The sample consisted of 440 consumers selected through non-probability sampling, specifically quota sampling. Data were collected using a five-point Likert-scale questionnaire. The statistical methods employed for data analysis included percentage, mean, standard deviation, and Pearson’s correlation coefficient. The findings revealed that: 1) the overall level of service marketing mix factors perceived by consumers was high (= 4.23, S.D. = 0.58). The highest mean score was found in the place factor, followed by price, personnel, product, process, physical evidence and service design, and promotion, respectively. 2) All service marketing mix factors exhibited a positive and unidirectional relationship with consumers’ utilization of buffet mookata restaurants, with statistical significance at the .01 level (r = .564).
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