Service Marketing Mix Factors Affecting the Decision on Selecting Frozen Food Raw Material Distributor of Restaurant Operators in Phitsanulok Province

Abstract

The objectives of this research were (1) to study the service marketing mix factors and purchase decision process, (2) to compare the purchase decision classified by basic factors of restaurant operators, and (3) to study service marketing mix factors affecting restaurant operators’ decision to select frozen food raw material distributors in Phitsanulok Province. The questionnaire was used as a research instrument to collect data from 174 restaurants’ operate, which was obtained by a convenience sampling. The data were analyzed by using percentage, mean, standard deviation, One-way ANOVA and multiple regression analysis. The major findings indicated that (1) overall marketing mix factors were at a high level ( = 3.74) included Physical Evidence, Product, People, Price, Promotion, Process and overall purchase decision process were at a high level (= 3.92) included Evaluation of alternatives, Post-purchase behavior, Need recognition, Purchase decision, (2) the differences of basic factors of restaurants’ operate were type of frozen food, amount of purchase per time, product quantity, purchase location, and purchase frequency per week had affected the purchase decision to select frozen food raw material distributors differently with a statistical significance level of 0.5, and (3) service marketing mix factors were positively related with restaurant operators’ decision to select frozen food raw material distributors in Phitsanulok Province.