Service Marketing Mix Factors influencing Customer’s Decision in Renting Apartment in Watthana district, Bangkok

Abstract

This independent study had objectives as follows: (1) to compare the customers’ different decisions on renting an apartment in Watthana district, Bangkok. These customers were classified by demographic factors (2) to study service marketing mix influencing on the customer’s decision on renting an apartment in Watthana district, Bangkok. The population used in the research was customers who used to make decision to rent an apartment in Bangkok. The purposive sampling as a nonprobability sampling was used. The researcher collected the information from the sampling group of 400 people. The information was analyzed by tools of descriptive statistics, which included frequency, percentage, mean and standard deviation. The inferential statistics was also used, which comprised Independent Sample t-test, F-test and Multiple Regression Analysis.

This research found that 1) the average monthly income, which is as one of the demographic factors, affected decisions on renting an apartment in Watthana district in Bangkok at the significance level of 0.05. and 2) Some of the service marketing mix factors, which were process, physical evidence, price, and people, influenced on the customer’s decision on renting an apartment in Watthana district in Bangkok at the significance level of 0.05 and the predictive power of 54.10%.