The impact of service marketing mix factors, service convenience, and brand trust on the repurchase decision of stationery and office supplies from Officemate by consumers in Bangkok and metropolitan areas
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The stationery and office supplies retail sector in Thailand faces intense competition as consumers increasingly emphasize convenience, reliability, and trustworthiness in service providers. Understanding the factors that influence repurchase decisions is therefore essential for sustaining long-term customer relationships. This study aimed (1) to examine the effects of service marketing mix factors, service convenience, and brand trust on consumers’ repurchase decisions for stationery and office supplies from OfficeMate, and (2) to identify the factor with the greatest influence. A quantitative research approach was employed using a structured questionnaire administered to 420 consumers in Bangkok and the metropolitan area who had previously purchased products from OfficeMate. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that service marketing mix factors, service convenience, and brand trust all had statistically significant positive effects on repurchase decisions (p < .01). The proposed model explained 63.6% of the variance in repurchase decision. Among the examined factors, brand trust exerted the strongest influence, followed by service convenience, while service marketing mix factors had the least impact.
The findings highlight the importance of strengthening brand trust and enhancing service convenience in both physical and online channels to encourage repeat purchasing behavior. These insights provide practical implications for retail managers in developing effective service and branding strategies to sustain competitiveness and long-term growth in the stationery and office supplies market.
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