CONSUMERS’ REFERRAL PROBABILITY ON MILK SHOPS IN HATYAI CITY MUNICIPALITY, SONGKHLA PROVINCE

Abstract

This research investigated the significance level of service marketing mix influencing decision on milk shop service of consumers, and also examined what factors are important in determining their referral on milk shop in Hatyai city municipality, Songkhla province. Primary data were collected using structured questionnaires from a total sample of 400 consumers, using the accidental sampling technique. Descriptive statistics and logit model were applied for data analysis. The results revealed that the overall service marketing mix was a very important influence on the decision on milk shop service of the consumers. Dummy variable for further decision on milk shop service, dummy variables for own business and private company employee, number of companion, latest expenditures on milk shop service, and income increased consumers’ referral proability. On the contrary, level of importance given to place, frequency on milk shop service, and whole expenditures on milk shop service decreased consumers’ referral proability. The results are useful for milk shop entrepreneurs to develop milk shop business.