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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Abstract
Stationery and office supply retailers in Thailand face increasing competition as consumers seek convenient, reliable and trustworthy services. Understanding the factors influencing repurchase decisions is therefore essential for sustaining long-term customer relationships. The objectives of this study were to examine the effects of service marketing mix factors, service convenience, and brand trust on consumers' repurchase decision of stationery and office supplies from OfficeMate stores in Bangkok and the metropolitan area, and to identify the factor with the strongest influence. This study employed a quantitative research design. The sample consisted of 420 consumers who had previously purchased stationary and office supplies from OfficeMate stores in the specified locations. Data were gathered using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that all three factors, service marketing mix, service convenience, and brand trust, had a statistically significant effect on repurchase decisions at levels ranging from 0.000 to 0.006. The model accurately predicted 63.6 percent of the variance in repurchase decisions. Among these variables, brand trust had the largest influence, followed by service convenience, with service marketing mix elements having the least impact. The results highlight the importance of developing strategies that strengthen customer trust and enhance convenience in both physical and online service processes. Future research could integrate additional constructs such as customer satisfaction or perceived value to broaden understanding of repurchase behavior in the retail sector.
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