Factors Affecting Decision on Choosing Automobile Repair Service

Abstract

The objective of this research was to study personal and marketing mix factors affecting decision on choosing an automobile repair service of customers in Bangkok. A close-ended questionnaire was utilized as a research tool for collecting data from 400 car owners in age range of 18 to 60 years old who used to have their cars f ixed at automobile repair garage in Bangkok. Results showed that consumers with different genders had different decisions in choosing automobile repair service at statistically signif icant level of 0.05. However, consumers with different ages, marital statuses, occupations, and monthly incomes had no difference on the decision for choosing automobile repair service. Additionally, marketing mix factors of product and service, people, process, and physical evidence had signif icant inf luence on customers' selection of automobile repair service at the level of 0.05 while the marketing mix factors of price and distribution channels had no signif icant inf luence on customers' choosing of automobile repair service. Factors affecting the decision on choosing automobile repair service of customers most was the marketing mix factor of people, followed by product and service, physical evidence, process of service, and promotion, respectively