The Relationship Between The Marketing Mix Factors Services Related to Consumers' Decision to Choose Chinese Hotpot Restaurants in Ubon Ratchathani Province

Abstract

     This study aimed 1) to study the decision-making process of consumers when choosing to use Chinese hotpot restaurants in Ubon Ratchathani Province, and 2) to study the relationship between the service marketing mix factors and the decision to use Chinese hotpot restaurants in Ubon Ratchathani Province. The sample consisted of 400 consumers who had used Chinese hotpot restaurants in the Mueang District of Ubon Ratchathani Province, selected using systematic random sampling. The data collection instrument used was a questionnaire. The statistics used included percentage, mean, standard deviation, and Pearson’s correlation coefficient (r). The results of the study found that: The overall level of importance in the decision-making process for consumers choosing Chinese hotpot restaurants in Ubon Ratchathani Province was high, with the Product factor being the most important. The overall service marketing mix factors were highly and positively correlated with the decision to use Chinese hotpot restaurants, with statistical significance at the 0.01 level (r = 0.730). Specifically: Physical Evidence, Price, Place, Promotion, and Process were highly and positively correlated with the decision to use Chinese hotpot restaurants, with statistical significance at the 0.01 level (r = 0.634, 0.625, 0.610, 0.609, respectively). Product was moderately and positively correlated with the decision to use Chinese hotpot restaurants, with statistical significance at the 0.01 level (r = 0.584). Personnel were lowly and positively correlated with the decision to use Chinese hotpot restaurants, with statistical significance at the 0.01 level (r = 0.425).