The Influence of the Marketing Mix (7Ps) on Revisit Intention among Thai Passengers: A Case Study of Tammalang Port, Satun Province

Abstract

The study entitled “The Influence of the Marketing Mix (7Ps) on Revisit Intention among Thai Passengers: A Case Study of Tammalang Port, Satun Province” aimed to:  (1) examine the level of opinions of Thai Passengers toward the marketing mix factors (7Ps) of Tammalang Port, Satun Province; (2) investigate the level of revisit intention among Thai Passengers at Tammalang Port, Satun Province; and (3) examine the influence of the marketing mix factors (7Ps) on revisit intention among Thai Passengers. Satun Province, as a border area with strong potential for international transportation connectivity through Tammalang Port, serves as an important gateway to regional tourist destinations, including Langkawi.

This research employed a quantitative approach. Data were collected using a five-point Likert scale questionnaire administered to a sample of 400 Thai Passengers who used the services at Tammalang Port, Satun Province. The sample was selected through convenience sampling. Data were analyzed using descriptive statistics, including mean, standard deviation, and percentage, as well as inferential statistics using multiple regression analysis to examine the influence of the independent variables. The findings revealed that: (1) the overall opinions of Thai Passengers toward the marketing mix factors (7Ps) were at a high level; (2) the overall level of revisit intention was also at a high level, indicating a positive tendency among service users to revisit in the future. In addition, (3) the marketing mix factors that significantly influenced revisit intention at the 0.05 level of statistical significance included People, Product, Process, Physical Evidence, and Place, whereas Price and Promotion showed no statistically significant influence on revisit intention. The findings can serve as practical guidelines for improving service quality at Tammalang Port, particularly in enhancing personnel capability, service processes, and physical facilities.