Service quality factors affecting consumers' decision to choose convenience store services in Bang Kaew Town Municipality, Bang Phli District, Samut Prakan Province

Abstract

           This research article aims to (1) examine the level of service quality and consumers’ purchasing decisions in convenience stores, (2) investigate the relationship between service quality and consumers’ purchasing decisions, and (3) provide guidelines for improving service quality in accordance with consumer needs. Data were collected through a questionnaire administered to 381 consumers aged 18 years and above who reside in Bang Kaeo Municipality, Bang Phli District, Samut Prakan Province, and have previously used convenience store services. Data were analyzed using frequencies, percentages, means, standard deviations, correlation analysis, and multiple regression analysis at a statistical significance level of .05. The findings reveal that overall service quality is at the highest level (x̄ = 4.75), and all dimensions are also rated at the highest level. When ranked by mean scores, the highest dimension is assurance (x̄ = 4.78), followed by responsiveness and empathy (x̄ = 4.76), and reliability. Considering each dimension, tangibility is at the highest level (x̄ = 4.71), with key strengths including standardized staff uniforms, polite and prompt service, and clear receipts. Reliability (x̄ = 4.74) reflects staff honesty and product quality. Responsiveness (x̄ = 4.76) emphasizes information provision, product adjustment, and promotion communication. Assurance (x̄ = 4.78) highlights safety measures and return policies. Empathy (x̄ = 4.78) focuses on tailoring products and promotions to customer needs. Overall, all dimensions of service quality positively influence consumers’ purchasing decisions at a statistically significant level. Therefore, businesses should continuously improve service quality across all dimensions to enhance customer satisfaction and encourage long-term purchasing decisions.