Service Marketing Mix Factors and Reference Groups Influencing the Selection of Wedding Venue Services For Customers in Nonthaburi Province

Abstract

The objectives of the study are (1) To examine demographic factors that affect towards the decision of wedding venue selection in Nonthaburi Province (2) To investigate the service marketing mix factors that affect towards the decision of wedding venue selection in Nonthaburi Province and (3) To study the factors from the reference group that affect towards the decision of wedding venue selection in Nonthaburi Province. This research from the sample group of people who are customers of wedding venue in Nonthaburi Province about 10 specific location (Purposive Sampling) by the research using questionnaire from a sample of 400 people.
The research results revealed the factor of personal which genders, education, income and different occupations affecting the decision to use wedding venue services in Nonthaburi are different, statistically significant at Level 0.05. The factor of service marketing mix that include products, personnel, service processes and different physical characteristics affecting the decision to use the wedding venue in Nonthaburi with statistically significant at the level of 0.05. The factor of reference group that include friends, famous people and different family members affecting the decision to choose a wedding venue in Nonthaburi with statistical significance at the level of 0.05 respectively.