Factors Affecting the Customer Decision Making Process to use the Services at the Welfare Gas Station of the Directorate of Joint Communications, Royal Thai Armed Force Headquarters, in the Bangkok Metropolitan Region

Abstract

This research aimed to 1) investigate demographic factors affecting the customer decision making process to use services at the welfare gas station of the Directorate of Joints Communications, Royal Thai Armed Force Headquarters, in the Bangkok Metropolitan Regionand 2) investigate the influence of the marketing mix on the customer decision makingprocess. The samples were 409 customers who lived in the Bangkok Metropolitan Region and used services at the welfare gas station of the Directorate of Joints Communications, Royal Thai Armed Force Headquarters, in the Bangkok Metropolitan Region. Data were analyzed using frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, Pearson's Correlation Coefficient, multiple regression analysis. Statistical significance was determined by a p-value of 0.05.

The result revealed that 1) demographic factors including education, occupation, and monthly income affected the customer decision making process with a statistical significance of 0.05. 2) The marketing mix had impact on the customer decision making process with a statistical significance of 0.05. The percentage of the variance explained by the marketing mix was 71.90 (R2 = 0.719). The highest predictive power was displayed by ‘Physical evidence’ (β = 0.278), followed by ‘Promotion’ (β = 0.216), ‘Price’ (β = 0.136), ‘People’ (β = 0.127), and ‘Product’ (β = 0.108), respectively.