THE INFLUENCE OF DIGITAL MARKETING COMMUNICATION, EXPERIENTIAL RELATIONSHIP STRATEGY, AND MARKETING INFLUENCERS TOWARDS THE CUSTOMER’S SERVICE USAGE DECISION OF COFFEE SHOPS IN BANGKOK

Main Article Content

Thanyanun Sukpol
Watit Intuluck

Abstract

This research aims to study the factors influencing the decision to use the coffee shop service in Bangkok by demographic aspects, digital marketing communications, experiential marketing strategy and marketing influencers towards the decision to use a coffee shop in Bangkok. A total of 220 participants living in Bangkok were randomly selected from the population. This is a quantitative research which uses a developed questionnaire as a mean for a data collection. Then data were analyzed by using the statistical software program for the t-test difference analysis method, one-way ANOVA and multiple regression analysis were used to prove the proposed hypotheses. The results of the research were found that the samples with different ages, occupations, and hobbies had different decisions to use a coffee shop with statical significance at 0.05. In addition, the results of hypothesis testing were found that digital marketing, experiential marketing, and marketing influencer can be explained the decision of using the coffee shops in Bangkok at 64.0 percentage (R2=0.640)

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Sukpol, T. . ., & Intuluck , W. . (2021). THE INFLUENCE OF DIGITAL MARKETING COMMUNICATION, EXPERIENTIAL RELATIONSHIP STRATEGY, AND MARKETING INFLUENCERS TOWARDS THE CUSTOMER’S SERVICE USAGE DECISION OF COFFEE SHOPS IN BANGKOK. Dusit Thani College Journal, 15(3), 34–54. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/253847
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Research Article

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