The Influence of the Marketing Mix and Service Quality on the Service Usage Decision of Pun Thai Coffee Shops in Hat Yai District, Songkhla Province

Abstract

This research aims to study (1) the marketing mix factors affecting customers’ decisions to use Pun Thai coffee shop services and (2) the service quality factors affecting customers’ decisions to use Pun Thai coffee shop services in Hat Yai District, Songkhla Province. This study employed a quantitative research approach, with a purposively selected sample of 390 customers who had used the Pun Thai coffee shop's services. The research instrument was a questionnaire comprising multiple-choice questions and a five-point Likert scale. Data analysis included percentages, means, standard deviations, correlation analysis, and multiple regression analysis. The results revealed that the marketing mix factors, including price, place, and promotion, had a positive effect on customers’ decisions to use Pun Thai coffee shop services at a statistical significance level of 0.01, with promotion having the greatest influence, followed by price and place, respectively, while the product factor did not significantly affect the decision. Meanwhile, service quality factors, including reliability, responsiveness, empathy, and tangibles, had a positive effect on customers’ decisions at the 0.01 significance level, with tangibles having the greatest influence, followed by responsiveness, reliability, and empathy, respectively, whereas assurance did not significantly affect the decision. The findings indicate that customers’ decisions to use coffee shop services in a regional context are driven more by perceived value and tangible service cues than by product differences.