The Influence of Service Marketing Mix Factors and Perceived Value on Repurchase Intention toward Hugkin Crispy Pork Chili Paste among Consumers in Bangkok and Its Metropolitan Area
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Abstract
This research aimed to; 1) examine the influence of the service marketing mix on consumers repurchase intention toward Hug Kin Crispy Pork Chili Paste in Bangkok and its metropolitan area, and 2) investigate the influence of perceived value on repurchase intention. The sample consisted of 400 consumers who had previously purchased and consumed the product. Data were collected using a structured questionnaire and analyzed through descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The findings revealed that the overall service marketing mix significantly influenced repurchase intention and explained 55.10% of the variance. Among the dimensions examined, product and place (distribution channel) had significant positive effects on repurchase intention, whereas price, promotion, people, process, and physical evidence showed no statistically significant influence. In addition, perceived value significantly influenced repurchase intention and explained 54.30% of the variance. Specifically, perceived quality and brand image had significant positive effects on repurchase intention, while perceived price and value for money were not statistically significant. The results indicate that consumers place greater importance on product quality, brand image, and convenient online purchasing channels than on price competition when deciding to repurchase processed food products. Therefore, entrepreneurs should focus on improving product quality, strengthening brand image, and enhancing the efficiency of online distribution channels to encourage consumers repurchase intention.
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References
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