Service Marketing Mix Factor (7P’s) Effect to Service Decision Making Care Businesses of T and T Take Care Co., Ltd

Abstract

The objectives of this research are (1) to study the level of decision making to use the service of T and T Take Care Co., Ltd classified by demographic characteristics, and (2) to study the marketing mix factors (7Ps) that affect the decision to use the service of T and T Take Care Co., Ltd. Questionnaires were used to collect data from 400 sample groups of service users or relatives of elderly people. The data were analyzed using statistics, frequency, percentage, mean and standard deviation. The hypotheses were tested by t-test, one-way ANOVA, and multiple linear regression analysis. After hypothesis testing, it was found that the samples who had different genders and ages had no difference in the level of decision making to use the service of T and T Take Care Co., Ltd. However, the samples who had different average monthly income and relationship characteristics with the elderly had different levels of decision making to use the service of T and T Take Care Co., Ltd with a significant statistic level at .05. In addition, there were 6 service marketing mix factors (7Ps) that influenced the decision making to use the service of T and T Take Care Co., Ltd with a significant statistic level at .05. The most powerful variable was product, followed by people, process, physical evidence, place and promotion.