SERVICE MARKETING MIX FACTORS AFFECTING DECISION MAKING IN CHOOSING A TIRE SERVICE CENTER IN PATHUM THANI PROVINCE

Abstract

This independent study aimed to examine the personal factors and service marketing mix factors affecting decision making in choosing a tire service center in Pathum Thani Province. The sample group used in this study was 400 customers of the tire service centers in Pathum Thani Province. The research instrument for data collection was a questionnaire. The statistics for data analysis were frequency, percentage, mean, and standard deviation while the statistics for hypothesis testing included Independent Sample t-test, One-Way ANOVA and Multiple Linear Regression. The results of hypothesis testing revealed that the different personal factors including sex, age, status, education level, occupation, and average monthly income had an influence on decision making in choosing a tire service center in Pathum Thani Province. Service marketing mix factors including product, price, place, promotion, people, process of service, and physical evidence had an influence on decision making in choosing a tire service center in Pathum Thani Province at the statistical significance level of 0.05.