Factor Affecting Cafe Service Choice after Corona Virus Pandemic 2019 in Old Town Community, Muang, Songkhla
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Abstract
The research aimed to study 1) demographic factors for choosing cafe service 2) consumer behavior for choosing cafe service 3) marketing mix factors affecting choosing cafe service after the 2019 coronavirus situation case study in the old town community, Muang district, Songkhla province. This research was quantitative research, which was collected using questionnaires. Statistics of data analysis were percentages, means, standard deviations, correlation analysis, and analysis of multiple regression equations by 550 samples. The research results found that 1) most of the samples are female, aged 21-30 years, and have a bachelor's degree. 2) The main reason for choosing cafe service is having snacks and drinks with colleagues or friends once a week in the afternoon by sitting in an air-conditioned cafe. The average cost to spend is 100-300 baht per person and per time. 3) All aspects of the marketing mix have a relationship and a positive impact on overall service selection with statistical significance at the 0.05 level. However, the demographic factor of gender did not influence the choice of cafe service with statistical significance at the 0.05 level. The results of this study can be used to improve and develop all cafes in the old town community, Muang district, Songkhla province, and other old town communities that have similar characteristics. For example, the price should be appropriate to the quantity, parking should be sufficient, and employees should be knowledgeable and have a quick problem-solving process with them to create the satisfaction of consumers as much as possible to earn income for their old town community.
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