Marketing Mix Factors Affecting Service Decisions toward Suki Tee Noi Restaurant in Bangkok and Metropolitan Area

Abstract

At present, the buffet restaurant business has become increasingly competitive. Understanding consumer decisions is therefore essential for improving service. This study aimed to examine consumers’ s opinions, demographic factors, marketing mix factors, and service decisions. including aimed to compare service decisions among consumers classified by different demographic factors and to investigate marketing mix factors influencing service decisions. This study employed a mixed-methods research approach comprising qualitative and quantitative methods. Data were collected through interviews with 5 people through purposive sampling and questionnaires with 400 people through convenience sampling. Qualitative data were analyzed using content analysis, and quantitative data were analyzed using descriptive and inferential statistics. The results revealed that most respondents perceived all marketing mix factors as influencing their service decisions. The majority of respondents were male, aged 26–35 years, single, employed by a private company, and had an average monthly income of 15,001–25,000 baht. Overall, marketing mix factors and service decisions were at a high level. Differences in demographic factors, including sex, age, marital status, occupation, and average monthly income, resulted in significantly different service usage decisions at the 0.05 significance level. And marketing mix factors, namely place, promotion, process, and physical evidence, significantly influenced service usage decisions at the 0.05 significance level. It explains 52.80% of the variation in the decision to use the service, with a standard error of the estimate of 35.35%. The findings of this study can serve as guidelines for Suki Tee Noi restaurant business owners in planning and developing marketing strategies, as well as in improving service delivery to better align with consumer needs.