Service marketing mix factors influencing the decision of consumers living in Bangkok and the metropolitan region to use Ture coffee shops' service

Abstract

          The purpose of this study is to examine the service marketing mix factors that influence the decision to use in-store services. "True Coffee" by consumers living in Bangkok and surrounding areas. The population of this research is consumers who use or have used the services of "Ture Coffee" and live in Bangkok and metropolitan areas, the exact population of which is unknown. 531 samples were randomly drawn, and the data were also analyzed. Frequency values, percentages, averages, standard deviations, and hypothesis tests with some minimum quadratic path structure equation models.

          The results showed that the factors in the marketing mix, product, promotion, people, and physical evidence factors. This influenced the decision to use "True Coffee" for consumers living in Bangkok and surrounding areas statistically significantly at 0.05, with a predictive power of 68.4 percent.