Service Marketing Factors Affecting Consumer Decision Making Behavior of Service Usage for Thai Restaurants in Phnom Penh City, Cambodia

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Raksmey Phat
Usa Silraungwilai
Kiatichai Vesdapunt


The objectives are 1) to analyze personal factors, service marketing factors (7Ps), and decision making behavior, 2) to analyze different personal factors on decision making behavior, and 3) to analyze the effects of service marketing factors (7Ps) on decision making behavior. This quantitative research used a multi-step sampling method to obtain 400 samples in Chamkarmon district of Cambodia, and to analyze the acquired data, used statistics such as frequency, percentage, mean, standard deviation, t-test and f-test, post hoc test, and stepwise multiple regression. The findings revealed that 1) personal factors of occupation had a significant difference at 0.05 level while gender, age, marital status, and income had no different, and 2) product, promotion, and physical evidence affected the consumer decision making behavior at the 0.05 significance level.


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