Service Marketing Mix Strategies Affecting Decision-Making Behavior of Generation Z Consumers in Chiang Mai in Choosing Shopping Centers

Abstract

The purposes of this research were (1) to study shopping center usage behavior of Generation Z consumers in Chiang Mai (2) to study service marketing mix strategies that affect shopping center service decision-making behavior of Generation Z consumers in Chiang Mai. The samples are 400 Generation Z consumers in Chiang Mai. The research uses a questionnaire as a tool for data collection. The statistics used in the research were percentage, mean, standard deviation, statistics used in the chi-square test, and Spearman’s correlation coefficient.

          The results show that the majority of Generation Z consumer groups in Chiang Mai choose to use the Central Festival Chiang Mai. The main reason for this is because of the modernity and variety of products of the shopping center. The Generation Z consumer groups in Chiang Mai use shopping center services 2-3 times a week to purchase goods and services. Most of them use the shopping center on weekends (Saturday-Sunday). Their spending is 500-1,000 baht. Generation Z consumers in Chiang Mai make decisions to use the shopping center by themselves.

          The hypothesis testing found that service marketing mix strategies on the elements of product (or service), price, place (location), promotion, people (personnel), physical evidence, and process correlated with the purchasing decision behavior of shopping center services of Generation Z consumers in Chiang Mai.