Service marketing mix factors that influence the satisfaction of users of E Nom Bean Restaurant, Samut Sakhon Province

Abstract

The objectives of this research were: (1) to examine the satisfaction level of customers at E-Nom-Ban Restaurant in Samut Sakhon Province, (2) to study the marketing mix factors of E-Nom-Ban Restaurant, and (3) to investigate the marketing mix factors influencing customer satisfaction. The sample consisted of 400 customers of the restaurant. The research instrument was a questionnaire with an overall reliability coefficient of 0.941. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that: (1) the overall satisfaction level of customers was at the highest level, with service quality from staff ranked as the most important factor, (2) the overall perception of the marketing mix (7Ps) was rated at a high level, with the highest mean score in the dimension of physical evidence and presentation, and (3) product, place, people, physical evidence and presentation, and process were found to significantly influence the decision to use the restaurant’s services at the 0.05 level of significance. In contrast, price and promotion were found to have no significant influence on customers’ decision to use the restaurant’s services at the 0.05 level of significance.