THE INFLUENCE OF THE SERVICE MARKETING MIX (7PS) ON REVISIT INTENTION: A COMPARATIVE ANALYSIS OF TWO SUKI-SHABU RESTAURANT BUSINESS MODELS
Keywords:
Service Marketing Mix, Revisit Intention, Suki-Shabu Restaurants, Structural Equation ModelingAbstract
The objective of this research is to 1) study the effects of service marketing mix (7Ps) on consumers repurchase intention in suki-shabu restaurants, and 2) compare the differences in the influence of service marketing mix between traditional quality-focused restaurants (brand A) and modern value-focused restaurants (brand B). The research sample consisted of 390 consumers who had used services from both types of restaurants in Pathum Thani Province. A questionnaire was used as the data collection instrument. Data were analyzed using descriptive statistics and structural equation modeling with Partial Least Squares-Structural Equation Modeling (PLS-SEM), along with multi-group analysis using Bootstrap Multi-Group Analysis for non-parametric comparison.
The research findings revealed that all seven dimensions of the service marketing mix could collectively explain consumers repurchase intention at a moderate level (41.3%), particularly in brand B group, which could explain up to 56.4% of the variance in repurchase intention. Factors that had statistically significant positive influence on repurchase intention included product, price, promotion, physical evidence, and process, which varied according to brand characteristics. Brand A consumers emphasized product quality, while brand B consumers placed greater importance on cleanliness, clarity of space arrangement, and convenience in service. However, the multi-group comparison results showed no statistically significant differences in path coefficients for all 7Ps components between the two brands.
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