PRESENTATION OF LOCAL THAI CULTURE THROUGH EXPERIENTIAL MARKETING AFFECTING THE DECISION TO USE CAFE BUSINESS SERVICES
DOI:
https://doi.org/10.14456/aamr.2024.41Keywords:
Experiential Marketing, Service Quality, Decision to Use, Cafe BusinessAbstract
The objective of this research was to investigate the causal variables of experiential marketing and service quality affecting the decision to use cafe business services. The study was conducted with population living in Phuket province who used to use the cafe business services. The results of multiple regression analysis revealed that experiential marketing, which includes sensory experience, emotional experience, experiential thinking, experiential action, experiential relationship on the decision to use cafe business service, aimed to test hypotheses H1a-H1e found that all 5 aspects of experiential marketing significantly influenced the decision to use cafe business service at the 0.01 level. Hence, the hypotheses H1a-H1e were accepted. However, the independent variables of experiential marketing in all five aspects collectively predict and explain the dependent variable, which is the decision to use cafe business services, with an efficiency of 49.0%. Service quality, which includes tangibles, reliability, responsiveness, assurance, and empathy relationship on the decision to use cafe business services, aimed to test hypotheses H2a-H2e found that all 5 aspects of service quality significantly influenced the decision to use cafe business services at the 0.05 level. Hence, the hypotheses H2a-H2e were accepted. In this case, the independent variables from all four business innovation aspects jointly predict and explain the dependent variable, which is customer loyalty to coffee shop businesses, with an efficiency of 57.0%.
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