Marketing Mix Factors Affecting the Intention to Repurchase of Customers Using Laundromat Franchise in Muang District, Suratthani Province

Abstract

This research aims to study 1) the marketing mix employed by franchise laundromats, 2) the repeat service intention of the users of franchise laundromats, 3) the relationship between personal factors and the service-using behavior of the users of franchise laundromats, and 4) the marketing mix that affects the repeat service intention among customers of franchise laundromats. This research is quantitative. The sample consists of 400 customers of franchise laundromats in Mueang District, Surat Thani Province. The target group is individuals who have used the service at least once, regardless of gender, aged 18 and above. The researcher uses the simple random sampling method. The data were collected using a multiple-choice questionnaire. The data were analyzed using statistics, mean, standard deviation, and multiple regression analysis.
The research results found that 1), For The marketing mix of laundromats, most of the sample groups had opinions on the overall marketing mix that were highly in agreement. The aspect with the highest average value was the process. 2) For The intention to use the service again, from the analysis, it was found that most of the sample groups had opinions on the intention to use the service again that were highly in agreement. The aspect with the highest average value was the intention to use the service again. 3) For the relationship between personal factors and the service-using behavior among customers of franchise laundromats, it was found that personal factors were significantly related to the behavior of using the service at a statistical level of .01. For service-using behavior, it was found that the type of clothing that the sample group used for the service was mostly everyday clothes. The time of use was mostly from 18.01 to 21.00 hrs. The cost per time was 100-200 baht. 4) For the marketing mix that affects the intention to use the service again among customers of franchise laundromats, it was found that the process aspect had the highest value. From the study of the marketing mix factors, it was possible to predict the intention to use the service again by 73.10 percent. The forecasting
equation can be written as follows: Intention to use the service again = 0.449+0.241(place) +0.172(people)+0.367(process)+ 0.09(physical).

Keywords: Repeat service Intention, Franchise Laundromats, Users