Marketing Mix Factors Affecting to Decision Making on Using Car Maintenance Service Center

Abstract

This research aims 1) to study the marketing mix factors affecting to decision making on using car maintenance service center 2) to study the relationships between personal characteristic and behavior of choosing service centers of consumers and 3) to study the relationships between the marketing mix and behavior of choosing service centers of consumers. The quantitative survey research method was used in this study with the data collected using a developed questionnaire. Sample group is the 400 people who used the car service center. All data from the survey were statistically processed to obtain percentage, mean, standard deviation, Cramer and ETA values. The study results reveal that marketing mix factors affecting to decision making on using car maintenance service center ranked in descending order, were physical environment, process aspect, employee service, marketing promotion, product, price and distribution channels. For the relationships between personal characteristic and behavior of choosing service centers of consumers were: Sex correlated with the time spent using the service, Age correlated with the source of information, frequency, date, time and the decision makers, Status related to the date, time period and duration time, Job related to the information resources, cause of service and the type of service. In addition, physical was correlated with the frequency, time period and the type of service in the middle level. For the other marketing mix factors were correlated with the decision making to use a car service center in the low and lowest level.