ปัจจัยที่มีผลต่อการตัดสินใจเลือกใช้บริการร้านอาหารโดยรอบมหาวิทยาลัย ของนักศึกษามหาวิทยาลัยของรัฐแห่งหนึ่งในจังหวัดจันทบุรี

Donnaya Watchanapong; Nisarat Jinapan; Tidatip Dokbuaw; Bandit Duangkaew; Decha Phalalert

Authors

Donnaya Watchanapong Faculty of Science and Art, Burapha University Chanthaburi Campus
Nisarat Jinapan Faculty of Science and Art, Burapha University Chanthaburi Campus
Tidatip Dokbuaw Faculty of Science and Art, Burapha University Chanthaburi Campus
Bandit Duangkaew Faculty of Science and Art, Burapha University Chanthaburi Campus
Decha Phalalert Faculty of Science and Art, Burapha University Chanthaburi Campus

Keywords:

marketing mix (7P’s), satisfaction, decision-making in choosing, restaurants

Abstract

This research aimed to: 1) study the service marketing mix factors (7Ps) that influence students’ decisions to use restaurants located around a state university in Chanthaburi Province, and 2) examine satisfaction factors that affect students’ decisions to use such restaurants. This study employed a quantitative research approach, using a questionnaire as the research instrument. The population consisted of students from a state university in Chanthaburi Province, and the sample included 300 participants selected through convenience sampling. Data were analyzed using descriptive statistics—frequency, mean, and standard deviation—as well as inferential statistics through multiple regression analysis.

The results revealed that: 1) five service marketing mix factors—physical evidence
(B = 0.286), process (B = 0.229), product (B = 0.177), people (B = 0.120), and price
(B = 0.112)—had a statistically significant influence on students’ decisions to use restaurants around the university at the 0.05 significance level; and 2) three satisfaction factors—customers’ ability to pay for services (B = 0.261), access to service locations (B = 0.233), and convenience and facilities provided (B = 0.207)—also had a statistically significant effect on students’ decision-making at the 0.05 level. The findings indicate that physical evidence was the most influential service marketing mix factor, while customers’ ability to pay for services was the most important satisfaction factor. These insights can be applied by restaurant entrepreneurs to formulate effective strategies for future business operations.

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