Personal Factors and Marketing Mix That Affect Customer Service Loyalty of Convenience Stores in Pattaya, Chonburi Province

Abstract

This study aimed to 1) study the satisfaction level of personal factors and marketing mix that affect the loyalty of convenience store customers in Pattaya, Chonburi Province, and 2) study the comparison of satisfaction level of personal factors and marketing mix that affect the loyalty of convenience store customers in Pattaya, Chonburi Province. The aim was to study personal factors and marketing mix that affect the loyalty of convenience store customers in Pattaya, Chonburi Province. The sample group consisted of 150 male and female convenience store users. The research instruments were open-ended and closed-ended questionnaires distributed at their convenience. The statistics used for data analysis were mean, standard deviation, t-test, one-way ANOVA, LSD pairwise classification test, Pearson Product Moment Correlation Coefficient, and multiple regression analysis.

          The results of the research found that:

          1) Research results Objective 1 found that personal factors included gender, age, and education level. Occupations with average monthly income have different satisfaction and attitudes towards convenience stores. Word-of-mouth, customer loyalty, and user satisfaction significantly differ at the 0.05 level. However, personal factors in terms of word-of-mouth are not distinct.

          2) Objective 2 found that the 7’s of marketing mix, consisting of product, price, distribution channel, promotion, internal staff qualifications, technical and process aspects, and physical environment, influence the overall use of convenience stores and word-of-mouth, customer loyalty, and user satisfaction are significantly different at the 0.05 level.