CUSTOMER EXPERIENCE AS A MEDIATOR BETWEEN THE SERVICE MARKETING MIX AND BRAND IMAGE IN CONVENIENCE STORES
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This study examines the determinants of Brand Image in modern trade convenience stores in Udon Thani, Thailand, addressing the limited research on regional consumer behavior using the Stimulus-Organism-Response (S-O-R) framework. Data from 498 consumers were analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM, the results identify Customer Experience as a significant mediator between the marketing mix and Brand Image. Among the 7Ps, Price and Place emerged as the dominant drivers, exerting both direct and indirect effects, while Process influenced Brand Image solely through the mediation of Customer Experience. Conversely, Promotion and People were not statistically significant, suggesting that consumers in this context prioritize utility and speed over social interaction and promotional campaigns. These findings highlight distinct regional consumer behaviors, indicating that in emerging secondary markets, functional value and operational efficiency may outweigh lifestyle attributes. From a practical perspective, retailers should prioritize competitive pricing and frictionless service processes to build sustainable brand equity.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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