ความพึงพอใจของผู้ใช้บริการต่อส่วนประสมการตลาดของศูนย์อาหารในศูนย์การค้าเซ็นทรัลพลาซา เชียงใหม่ แอร์พอร์ต

• Main Author: วิศิษฎ์ อริยะ
• Other Authors: อาจารย์ ดร. นฤนาถ ศราภัยวานิช
• Format: Independent Study
• Language: Thai
• Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2020
• Online Access: http://cmuir.cmu.ac.th/jspui/handle/6653943832/69067
• Institution: Chiang Mai University

This research aimed to study for a significant and a satisfaction of the customers to the marketing mix of food centers in CentralPlaza Chiangmai Airport which are Lanna Food Pavilion and Kad Luang Airport. The data are collected from 400 sample groups; 200 sample groups from each food center. The tool for this research is questionnaire and the data is analyzed based on descriptive statistics, percentage, average and standard deviation. The results showed that the majority of the respondents who consumed in both food centers in CentralPlaza Chiangmai Airport were women age between 21 to 30 years old, working as employees. Their average salary was between 5,001-15,000 bath and their workplaces were around CentralPlaza Chiangmai Airport. The frequency of their visit to food centers at CentralPlaza Chiangmai Airport was 2-3 times per month around 11.00 am. to 14.00 pm. They were encouraged by their colleagues or friends. In each meal, they had a company around 2 to 3 people. They appreciated the sale promotion which was a lucky draw. Normally, they spent less than 100 baht per one time. The significant of marketing mix 7P’s was high in every factor as well as the satisfaction to the product and people. On the other hand, price, place, promotion, process and physical evidence factor gained medium satisfaction. The majority of the respondents who consumed in Lanna Food Pavilion were women age 21 to 30. They were students who had average salary around 5,001 to 15,000 baht. Their workplaces were around CentralPlaza Chiangmai Airport. The frequency of their visit to food centers at CentralPlaza Chiangmai Airport was 2-3 times per week around 11.00 am. to 14.00 pm. They were encouraged by their colleagues or friends. In each meal, they had a company around 2 to 3 people. They appreciated the sale promotion which was a discount for no return coupons. They normally spent about 101 to 200 baht per time. The significant of marketing mix 7P’s was high in every factor. They satisfied much in people and physical evidence factor. However, the factors of product, price, place , promotion and the process of service gained medium satisfaction. The majority of the respondents who consumed in Kad Luang Airport were women age between 21 to 30 years old, working as employees, an average salary was between 15,001 to 25,000 baht. They worked in CentralPlaza Chiangmai Airport. The frequency of their visit to food centers at CentralPlaza Chiangmai Airport was 2-3 times per week during 11.00 am. to 14.00 pm. They were encouraged by their colleagues or friends. In each meal, they had a company around 2 to 3 people. They appreciated the sale promotion which was a lucky draw. Normally, they spent less than 100 baht per one time. The significant of marketing mix 7P’s was high in every factor. They satisfied much in product, price and people factors. Nonetheless, place, promotion, process of service and physical evidence factor gained medium satisfaction.