SERVICE MARKETING MIX AND SERVICE QUALITY INFLUENCING CUSTOMERS’ SATISFACTION IN USING 7-ELEVEN CONVENIENT STORES IN BANGKOK AND METROPOLITAN AREA
Keywords:
Service Marketing Mix, Service Quality, Customer’s Satisfaction, Convenience StoresAbstract
The research aimed to study (1) effect of service marketing mix strategies (7Ps) on customer’s satisfaction and (2) effect of service quality on customer’s satisfaction of 7-Eleven Convenience Stores in Bangkok and Metropolitan area. A survey questionnaire was a tool for data collection. 400 samplings were collected from the customers using 7-Eleven Convenience Stores in Bangkok and Metropolitan area. Data analysis was based on descriptive statistics including frequency, percentage, mean and standard deviation; and inferential statistics including stepwise multiple linear regression. The results indicated that service marketing mix strategies including product, price, place, promotion, personnel, physical and process had an effect on customer’s satisfaction. Lastly, the service quality including tangibles, responsiveness and assurance had an effect on customer’s satisfaction at the significance level of .05. The study proves that marketing mix strategies and service quality are the keys to drive 7-Eleven Convenience Stores successful. The implications related to this study results is recommended for similar retail businesses.
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