Variables influencing customers’ engagement to shopping centers in Bangkok metropolitan area

บทคัดย่อ

PURPOSES: To investigate service quality, marketing strategy, satisfaction, and consumers’ engagement to shopping centers in Bangkok metropolitan area, and identity variables influencing customers’ engagement to the shopping centers.  METHODS: A sample survey research with a sample of 400 individuals who were customers of shopping centers in the Bangkok metropolitan area, selected by accidental sampling. Data collection tools were online questionnaires. RESULTS: The majority of the sample group was female, Generation Z, single, bachelor's degree, company employees, and a monthly income of baht 15,000-30,000. Moreover, they visited shopping centers twice a week on Saturdays and Sundays, during 18:01-20:00 hrs. for 1-2 hours by public transportation with friends. Expenditure per visit on goods and services was about baht 2,001-3,000. Furthermore, they received information about the shopping centers through social media platforms like Facebook ,Tiktok, and Line. The primary objective of the visits was to buy goods and services. The variables that affected the engagement to shopping centers were service quality, marketing strategy and satisfaction with services at 0.05 significant level. THEORETICAL/POLICY IMPLICATIONS: Entrepreneurs could apply the research results as guidelines for maintaining and increasing service quality, marketing strategy, satisfaction, and customers’ engagement to the shopping centers as well as to attract new customers, retain old customers and satisfy their needs so that they continuously use the services.