MARKETING MIX FACTORS AFFECTING THE DECISION TO USE THE AFTER SERVICE DEALER TOYOTAMAHANAKRON.CO.TH (THEPARAK) BANGPHLI DISTRICT SMUTPRANKAN

Abstract

     Research marketing mix factors affecting the decision to use the after service  of Toyotamahanakron Thepharak Bangphli Samutprakan dealer, for factors affecting the decision to use the after service of Toyotamahanakron Thepharak Bangphli Samutprakan dealer. The researcher determined the sample group by using the formula of population unknown. The researcher collected the data by using the questionnaire from the sample group after service the customer at Toyotamahanakron Thepharak Bangphli Samutprakan dealer from 416 people. The statistical analysis is average, percentage, standard deviation. The results of the study found that the opinions about the decision use the after service of Toyotamahanakron Thepharak Bangphli Samutprakan dealer. The sample group had the opinions high level, and all aspects high level. While the factors influencing the decision had 7 variables was product, price, distribution channel, marketing promotion, personnel, service process Physical. Which can write in the form of the following equation.

     The suggestions of the research found that Regarding the distribution channels, it is found that the users have opinions about the location of the service providers. Easy to contact, convenient to work, accommodation has the lowest average, so the researcher offers the service company to arrange the appropriate property to be convenient for customers to use the service, whether the location is near the source. community And there are enough parking places, etc. As for the price, it is found that the users have consistent opinions regarding payment notification. Has the lowest average. Therefore, the researcher proposes the management service provider company to do a service evaluation sheet for periodic checks Changing heavy spare parts for heavy repairs so that users have a decision before using the service and always see the service fee first. And for the product, it is found that users have enough opinions about stocking spare parts for customers. With lowest average The researcher therefore recommends that service companies give importance to the stock of spare parts that users often use, such as cage, air, engine oil, hair clip, etc., in order to achieve maximum satisfaction.