SERVICE MARKETING MIX FATORS INFLUENCING DECISION TO USE CHIANG MAI NIGHT SAFARI SERVICE HANG DONG DISTRICT CHIANG MAI PROVINCE

Abstract

Purpose - This study aims to (1) examine the relationship between service marketing mix factors and the decision to use Chiang Mai Night Safari, (2) to extract sub-factors associated, with service marketing mix elements in the Chiang Mai Night Safari context, and (3) to study predictive power of these factors on service usage decisions.

Design/Methodology/Approach - This quantitative research employed online questionnaire to collect data from 400 samples who were tourists visiting Chiang Mai Night Safari. Statistics employed to test hypotheses includes Pearson correlation, exploratory factor analysis and multiple regression analysis.

Findings - The findings revealed found that most respondents were female, aged 21 - 30, single and without children, holding a bachelor's degree. The majority worked in private companies and had a monthly income of 15,001 - 30,000 baht. The factors influencing their decision to use Chiang Mai Night Safari services were process ( = .332), people ( = .332), and promotion
( = .332), all statistically significant at the .05 level.

Research Limitation - This study employed purposive sampling by selecting tourists who visited Chiang Mai Night Safari, which may limit the generalizability of the findings to a broader population. Additionally, the study focused solely on Chiang Mai Night Safari, making it difficult to directly apply the results to other night zoos or different types of tourist attractions

Managerial Implication - Nevertheless, the management of Chiang Mai Night Safari can utilize the findings to improve service delivery in the following ways: (1) Process: Enhance service processes through technology such as online ticketing and payment systems, (2) People: Provide staff training in English and Mandarin to accommodate the increasing number of foreign tourists and emphasize friendly, non-discriminatory customer service, (3) Promotion: Expand promotional activities through both domestic and international travel applications, such as Eventpop, Zoogether, Klook, and Trip, to reach a broader customer base.

Originality/Value - This study conducted an exploratory factor analysis (EFA) to refine relevant variables related to the service marketing mix in the context of Chiang Mai Night Safari. From the initial 28 questionnaire items, 19 significant items were extracted. The study confirms a moderate correlation between service marketing mix factors and visitors’ decision-making, particularly highlighting that process, physical evidence, and people are moderately related to service usage decisions.