Factors Influencing Decision - Making on Using Car Rental Services in Nakhon Phanom Province
DOI:
https://doi.org/10.65205/jmsr.2026.e283440Keywords:
Decision-Making Purchasing, Car Rental , Service Marketing Mix , Nakhon PhanomAbstract
This mixed-methods research aimed to investigate the marketing mix factors influencing the decision to use car rental services in Nakhon Phanom and to develop service improvement guidelines. The samples consisted of [Number] car rental users, selected through stratified random sampling, and 12 experts engaged through focus group discussions.
The results revealed that: 1) Users with different education levels and occupations showed statistically significant differences in their decision-making at the 0.05 level. 2) Marketing mix factors—specifically People, Physical Evidence, Product, and Process—significantly influenced the decision to use car rental services at the 0.01 level, with an overall predictive power of 79.50% ($R^2=0.795$). 3) The experts proposed 11 guidelines for service development, primarily focusing on analyzing customer needs, providing diverse vehicle options, ensuring comprehensive insurance coverage, enhancing staff communication skills, implementing online booking systems, and maintaining a clean and welcoming physical service environment.
References
Arunyakanon, K., Arunyakanon, B., & Sasarom, S. (2023). Factors influencing consumers’ decision to choose car rental in Nakhon Pathom Province. Proceedings of the International Conference on Security Studies (2023). Command and General Staff College. [in Thai]
Borirak, C. (2022). Factors affecting the use of car rental services of the population in Bangkok (Independent study, Master of Business Administration). Ramkhamhaeng University. [in Thai]
Bunkavin, S., Kanjai, W., & Kankhat, S. (2023). Development of car rental system. Science and Technology to Community, 1(4), 2–30. [in Thai]
Department of Business Development. (2024). Car rental business registration report in Nakhon Phanom Province, 2024. Ministry of Commerce.
Kotler, P., & Keller, K. L. (2012). Marketing management: Defining marketing for the 21st century (14th ed.). Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Noithai, M. (2023). Factors influencing consumers’ decision to choose car rental in Bangkok and suburbs (Master’s project, Master of Business Administration). Srinakharinwirot University. [in Thai]
Pimentel, J. L. (2010). A note on the usage of Likert scaling for research data analysis. USM R&D Journal, 18(2), 109–112.
Rozieqy, A., & Arifin, R. (2018). Pengaruh kemudahan, kepercayaan, kualitas informasi dan media sosial terhadap keputusan pembelian secara online pada Shopee.co.id (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis UNISMA). E-JRM: Elektronik Jurnal Riset Manajemen, 7(8), 1–4.
Rueanngam, N. (2019). The relationship between employees’ service quality and increasing efficiency in car rental operation: A case study of Nick Carrent & Transport Co., Ltd. (Independent study, Master of Business Administration). Rajamangala University of Technology Thanyaburi. [in Thai]
Sanonil, S., & Punyapapassorn, N. (2017). Car rental behavior of foreign tourists in Pattaya. Journal of Liberal Arts, Rajamangala University of Technology Thanyaburi. [in Thai]
Serirat, S.[พเ4.1] (2011). Principles of marketing. Thamsarn.
Thonlertpimol, A. (2023). The influence of product placement’s exposure on YouTube and attitude on consumers’ purchase intention of electric vehicle (EV) (Independent study, Master of Business Administration). Chulalongkorn University. [in Thai]
Tourism Authority of Thailand. (2024). Tourist statistics in Nakhon Phanom Province, 2024. Tourism Authority of Thailand.
Treeworaphan, T. (2020). Factors affecting customer satisfaction with the quality of car rental service of Kornkraeak Company Limited (Independent study, Master of Business Administration). Ramkhamhaeng University. [in Thai]
Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). Harper & Row.
