Effect of Service Marketing Mix of Digital Era Consumers Using Convenient Laundry Services in Ban Thum Subdistrict, Mueang District, Khon Kaen Province

Abstract

This study aims (1) to examine the level of opinions on the service marketing mix of digital consumers using laundromat services and (2) to compare the service marketing mix of laundry services of convenience laundry shops in Ban Thum Subdistrict, Mueang District, Khon Kaen Province, classified by gender, income, age and education level of digital consumers. The sample group consists of 400 digital consumers with prior experience using laundromat services in the area. The data were analyzed using basic statistics, including frequency, percentage, and standard deviation, while inferential statistics were applied using t-test and F-test (One-way ANOVA) with LSD.

The research findings indicate that the marketing mix components, including product, price, personnel, process, marketing promotion, consumer passion, and distribution channels, received the highest overall level of agreement from respondents. Meanwhile, the aspects of product positioning and business partnerships were rated at a high level. The comparison of consumer opinions on the services marketing mix, classified by gender and education level. The results of the comparison of differences in the marketing mix of digital age consumers classified by gender and age found no differences, so the hypothesis was rejected. The hypothesis was accepted because income and education were found to have statistically significant differences at the 0.05 level.