The Service Marketing Mix Factors Affecting Space Rental Decision of Small Shop Operators : Case Study Central Shopping Center Eastern Region

Abstract

        The purpose of this research was to study the relationships and factors affecting the decision to rent space of retail tenants, a case study of Central Department Store, Eastern Region. Samping of this study is retail tenants inside the Central Shopping Center Eastern region in all 4 branches, totaling 293 people by using descriptive and inferential statistics. The research found that the sample group was female, aged 31-40 years, with marital status. Most of the store positions are located at Central Plaza Rayong, on the G floor, which is a business for individuals as Food & Restaurants (such as a food store, a beverage store). Most of the search information comes from online media sources, Facebook, Twister, and Youtube. In addition, it was found that some factors such as 1) type of business, type of product, and search for information sources in renting space 2) space rental and the way of contact have a relationship to the decision to rent space 3) type of business and search for main sources of rental space, and 4) marketing mix factors on personnel. service process aspect and the construction and presentation of physical characteristics. All of 4 factors have relationship affecting the decision to rent space of retail tenant entrepreneurs a case study of Central Department Store, Eastern Region at a statistical significance level of 0.05.