ปัจจัยทางการตลาดบริการทีมีอิทธิพลต่อการตัดสินใจซื้อผลิตภัณฑ์ จากผู้ประกอบการค้าปลีกจังหวัดกําแพงเพชรและตาก

บทคัดย่อ

The purposes of this study were: 1) to study the marketing service factors affecting

the customers’ decisions on choosing products from retail stores in Kamphaeng Phet and

Tak province, 2) to analyse servicing market factors that influenced customers’ decisions on

choosing products from retail stores. A questionnaire form and an interview technique were

used to collect the data from 336 customers. The sample size was obtained by using 30%

of the unspecified number of customers at 95% of liability and the multi-stage Random

Sampling method was employed for picking the informants. The factor analysis was

performed using principal components method, orthogonal and varimax orthogonal rotation.

The findings showed that all the factors affecting buying decision were at high level

ranging from highest to lower scores as follows: 1) product 2) physical appearance

3) distribution 4) personnel 5) price 6) process and 7) marketing promotion. The analysis of

the marketing service factors affecting the customers’ decisions revealed that there were 4

factors that had the Eigenvalue which was greater than 1: 1) promotion, 2) product and

price, 3) personnel and 4) physical appearance.