ส่วนประสมทางการตลาดที่มีผลต่อความพึงพอใจและความจงรักภักดีของลูกค้าร้านค้าสะดวกซื้อเขตพัทยา จังหวัดชลบุรี

บทคัดย่อ

This study aims to1) to examine  the level of customer satisfaction and loyalty towards convenience store in Pattaya district, Chonburi province 2) to compare customer satisfaction and loyalty towards convenience stores in Pattaya. Chonburi province classified by personal factors and 3) to examine the influence of marketing mix strategies on customer satisfaction and loyalty towards convenience stores in Pattaya. Chonburi Samples were customers of convenience stores in Pattya, Chonburi province. Accidential sampling was employed to gain sufficient number of respondents. Statistics used in data analysis were percentage, average mean, standard deviation, and standard deviation. Statistics used in hypothesis testing were t-test, one-way analysis of variance, and multiple regression.         

               The result of this research found that 1) the level of customer satisfaction of convenience store in Pattaya district, Chonburi province was at a high level. 2) personal factors including gender, age, education level, occupation, monthly income has effects on customer satisfaction and loyalty toward convenience stores. at the significance level of 0.05, and 3) marketing mix consisting of product, price, channel, promotion, staff, process, and  physical environment had different level of effects on customer satisfaction and loyalty towards convenience store in Pattaya district, Chonburi province at the significant level of 0.05.