Marketing Mix Factors Affecting Decision-Making in Using Bored Pile Contracting Services: A Case Study of Seafco Public Company Limited
Keywords:
Service Marketing Mix, Service Decision-Making, Bored Pile Contracting, Construction Industry, Consumer BehaviorAbstract
Objectives: This research aimed to study: (1) demographic factors of business establishments that are customers, (2) marketing mix factors in using bored pile construction services, (3) decision-making in using bored pile construction services, (4) comparison of decision-making in using bored pile construction services classified by demographic factors of business establishments, and (5) marketing mix factors affecting decision-making in using bored pile construction services of Seafco Public Company Limited.
Methods: This quantitative research selected samples from business establishments that had used bored pile construction services of Seafco Public Company Limited, totaling 80 respondents, using simple random sampling with Taro Yamane's calculation method at a 95% confidence level. The data collection tool was a questionnaire. Statistics used for data analysis included descriptive statistics comprising percentage, mean, standard deviation, and inferential statistics including t-test hypothesis testing, one-way analysis of variance, and Multiple Regression Analysis.
Results: The research findings revealed that (1) demographic factors of business establishments that are customers were mostly limited companies with over 30 years of operation, more than 150 employees, registered capital exceeding 10 million baht, and managing directors as decision-makers (2) marketing mix factors in using bored pile services were rated at a high level of importance overall ( = 3.73) (3) decision-making to use bored pile services was rated at a high level of agreement overall ( = 3.96) (4) differences in business establishment types, registered capital, and decision-makers resulted in statistically significant differences in service usage decisions at the 0.05 level, while business establishment age and number of employees did not affect service usage decisions, and (5) physical evidence component of the marketing mix was the only factor with a statistically significant influence on decision-making at the 0.05 level.
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