Service Marketing Strategies That Affecting The Car Care Performance In Prachuap Khiri khan Province

Abstract

DddddddThe study of service marketing strategies that affecting the car care service performance in Prachuap Khiri Khan province. The Objective of this research were 1) to study the personal factor, customer behavior factor, consumer’s decision behavior factor, service marketing strategies factor, and car care service performance in Prachuap Khiri Khan province. 2) To analyze the personal factor associated with car care service behavior in Prachuap Khiri Khan province, and 3) To analyze service marketing strategies that affecting the car care service performance in Prachuap Khiri Khan province. This research samples were 390 customers. The research instrument was a questionnaire. The descriptive statistics were percentage, mean, standard deviation and used Chi-square and multiple regression analysis for inferential statistics.

                The results of the study revealed that 1) personal factor of the sample shown that the customer of the car care were male. They are between 26-35 years old with Bachelor degree. Most of them were personal business with salary around 10,001 – 20,000 baht. The behaviors of the users of car care found that the purpose of using car care for wash and vacuum, pay by cash. They use franchise car care service at 8.00 – 12.00 a.m. in holiday. The service marketing strategies factor with highest mean on productivity and quality. Secondly were physical evidence, process, people, price, product, customer relation management, place strategies and promotion strategies respectively. The car care service performance with highest mean on satisfaction factor. Secondly were suggestion and re-use of the service. 2) Personal factor associated with car care service behavior in Prachuap Khiri Khan province were gender, education, salary and career. 3) The Service marketing strategies included product, place, process and customer relation management affecting the car care service performance in Prachuap Khiri Khan province at the 0.05 statistically significant.