Service Marketing Mix Factors Affecting Customers’ Purchasing Decisions through the Shopee Application in Phetchaburi Province
Keywords:
Service Marketing Mix, Purchasing Decision, Shopee ApplicationAbstract
The research aimed to 1) Study the service marketing mix and purchasing decisions of consumers, and 2) Examine the elements of the service marketing mix that influence consumers’ purchasing decisions through the Shopee application among customers in Phetchaburi Province. The sample consisted of 323 customers who had experience purchasing products through the Shopee application in Phetchaburi Province. The research instrument was a questionnaire, and the data were analyzed using descriptive statistics percentage, mean, and standard deviation and inferential statistics simple regression analysis.
The results revealed that the overall service marketing mix was rated at the highest level. When considering each aspect, the distribution channel was ranked as the most important factor, followed by product, promotion, process, price, physical environment, and people, respectively.
Purchasing decisions were also found to be at the highest level. All aspects of the service marketing mix significantly influenced consumers’ purchasing decisions. Among them, the physical environment had the greatest effect on purchasing decisions, followed by process, product, price, promotion, distribution channel, and lastly, people. The overall predictive power of the model was 67.42 percent. It is recommended that businesses should focus on a customer-centered experience, emphasizing improvements in the physical environment and service processes, together with the development of products and service innovations to create differentiation and maximize customer satisfaction.
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