Factors For Competitive Advantage Creation in Service Marketing of Café Business for Gen Z in Nakhon Pathom Province

Abstract

   The purpose of this research was to analyze the composition of the marketing mix in the cafe business for the GEN Z group in Nakhon Pathom Province, and the composition of service quality in the cafe business for the GEN Z group in Nakhon Pathom Province. This includes designing factors that create competitive advantages in the service marketing of cafe businesses for the GEN Z group in Nakhon Pathom province, which is quantitative research. This research used questionnaires to collect research data from a sample of 400 people, using descriptive statistics, including Mean and Standard Deviation, and Exploratory Factor Analysis (EFA).The results showed that the marketing mix in the cafe business has an average of 4.09 and the quality of service in the cafe business has an average of 4.10, which is also at a high opinion level. From Exploratory Factor Analysis (EFA) on the marketing mix in the café business, 5 new elements were found, namely: 1) employee readiness and understanding in service; 2) appropriate physical environment and services; 3) accessible price and services; 4) high-quality and diverse products; and 5) a diverse set of access channels. Including an Exploratory Factor Analysis (EFA) on service quality in the cafe business, 4 new elements were found, namely: 1) employees reach out and build confidence with customers; 2) reliable employees; 3) Facilities that are well-equipped; and  4) employees' willingness to serve. These factors can be used as equipment to design competitive advantages in the service marketing of cafe businesses for the GEN Z group in Nakhon Pathom Province to achieve actual efficiency.