THE INFLUENCE OF DIGITAL MARKETING COMMUNICATION, EXPERIENTIAL RELATIONSHIP STRATEGY, AND MARKETING INFLUENCERS TOWARDS THE CUSTOMER’S SERVICE USAGE DECISION OF COFFEE SHOPS IN BANGKOK
Article Sidebar
Main Article Content
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)
Article Details
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Atisakit Sinthurahut. (2018). Marketing Mix Factor (7Ps) of Fresh Coffee Shops in Hat Yai Songkhla Province Affecting Consumer Loyalty. Thesis, Master of Business Administration: Ramkhamhaeng University.
Businesslinx. (2017). Experiential Marketing. Sell experience, expand business. Retrieved from SCB SME: https://businesslinx.globallinker.com/bizforum/article/experiential-marketing%E0%B8%81%E0%B8%B2%E0%
B8%A3%E0%B8%95%E0%B8%A5%E0%B8%B2%E0%B8%94%E0%B8%A2%E0%B8%B8%E0%B8%84%E0%B9%83%E0%B8%AB%E0%B8%A1%E0%B9%88%E0%B8%82%E0%B8%B2%E0%B8%A2%E0%B8%9B%E0%B8%A3%E0%B.
Department of Business Development. (2019). Coffee Production Business: Business Analysis for January 2019. Retrieved 3 October 2020 from the Department of Business Development. https://www.dbd.go.th/download/document_file/Statisic/2562/T26/T26_201901.pdf
Geographic Information Division. (2013). Our Bangkok. Retrieved October 22, 2020 from the Information Center Bangkok: http://203.155.220.230/m.info/nowbma/.
George E. B. & Michael A. B. (2005). Belch, George E. and Michael A.Belch. (2005). Advertising and promotion : an integrated marketing communications Perspective. a 6 th ed. Boston : McGraw-Hill.Georgieva, M. (n.d.). An Introduction to Email Marketing. E-book: Winn Technology group. Retrieved from http://www.winntech.net/demand-centerautomation/email-marketing.
Hair, J., Anderson, R., Tatham, R. & Black, W. (2002). Multivariate Data Analysis (6th ed.). New York: Prentice Hall.
Hawkins, D. I., Best, R. J. and Coney, K. A. (1998). Consumer Behavior: Building Marketing Strategy (7th ed.). Boston: McGraw-Hill.
Kamonrat Rojruangrat. (2007). Factors affecting coffee consumption behavior according to Premium coffee shop on Silom Road for working-age consumers. Thesis, Master of Business Administration: Srinakharinwirot University.
Kanda Sujasin. (2012). Behavior of using a coffee shop Amazon of consumers in Pathum Thani province. Independent study report Master of Business Administration: Rajamangala University of Technology Thanyaburi.
Kantima Ritveeradej (2017). Micro Influencers Strategies Affecting Women's Decision to Buy Organic Cosmetics Via Online Media in Bangkok. Independent Study Report. Master of Business Administration: Bangkok University.
Khajohnpong Tuenviradaj. (2020). Influence of word-of-mouth marketing communication on online media on consumers' decision to use fresh coffee shops in Bangkok. Thesis, Master of Business Administration: Bangkok University.
Khomsan Tansakul. (2018). Digital marketing. Bangkok: Bangkok University Press.
Kotler, P. (2000). Marketing management: Analyzing consumer marketing and Buyer behavior (The Millennium). New Jersey: Prentice Hall.
Kotler, P. (2000). Marketing management millennium edition (10th ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.
Kotler, P., & Keller, K. L. (2011). Marketing Management. 14th ed. USA: Prentice Hall.
Krungsri Research. (2020). Industry Outlook 2019-2021: Beverage Industry. Retrieved February 13, 2021, from Krungsri.com: https://www.krungsri.com/th/research/industry/industry-outlook/Food-beverage/Beverage/IO/io-beverage-20-th
Lamb, Hair & McDaniel (1992). Principles of Marketing. New Jersey: Cengage South-Western.
Mattawan Kusolapibal. (2012). Marketing Mix Factors Affecting Coffee Shop Usage Behavior. Fresh consumer in the city district Ratchaburi Province. Independent study report Master of Business Administration: Siam University, Muang District Ratchaburi Province.
Natticha Chanwitkarn. (2020). Marketing mix factors in the consumer perspective and brand value factors affecting brand loyalty of Thai coffee franchises in Bangkok. Thesis, Master of Business Administration: Bangkok University.
Phawinee Nitiwetyangkul. (2017). Factors Influencing Product Loyalty And the introduction of Starbucks Coffee customers in Bangkok. Independent study report Master of Business Administration: Graduate School, Dusit Thani College.
Pornphan Tanprasert. (2018). The Influence of Digital Marketing on Consumers' Purchasing Decisions. Electronic Commerce Business Group in Bangkok Province. independent study report Master of Business Administration: Bangkok University.
Sasitorn Phommala. (2014). Service marketing mix factors related to purchasing behavior.
Fresh coffee for consumers in San Sai district, Chiang Mai Province. Independent study report Master of Business Administration: Chiang Mai Rajabhat University
Schmitt, N. (2007). Vocabulary in language teaching. (8th ed.). Cambridge: Cambridge University Press.
Schmitt, B. H. (1999). Experiential marketing. New York, NY: Free Press.
Schmitt, B. H., & Rogers, D. L. (2008). Handbook on brand and experience management. Northampton: Edward Elgar.
Sirinapa Phimarin. (2014). Service marketing mix related to beverage purchasing decision.
Fresh coffee for consumers at True Coffee Shop, Muang Thai Phatra Complex Building Ratchadaphisek Road. Thesis, Master of Business Administration (Marketing): Graduate School Srinakharinwirot University.
Sudarak Wongcharoen. (2013). Brand Equity affects the Loyalty Retention of Blackmore Supplements. Independent study report Master of Business Administration: Bangkok University.
Thanyavalai Hongthong. (2018). Tourism experiential marketing strategies that affect the decision to choose tourist attractions. of foreign tourists in Chiang Mai. independent study report Master of Business Administration: Bangkok University
Thitiyaporn Chitraphirom and Nithatai Wasiwongsuksorn. (2015). Consumer behavior in deciding to use coffee shop in Muang District, Surat Thani Province. Journal of Management Science 2 (1), 115-131.
Unbox. (2020). Virtual Experiential Marketing (VEM) 101. Retrieved from unbox: https://www.unboxbkk.com/what-is-virtual-experiential-marketing/
Vlahos, J. (2007). Scent and Sensibility. The New York Times.