Marketing concept of service in creative identity cafe business

Abstract

The purposes of this research were 1 ) to study the consumer demographic characteristics of creative identity cafes. 2) To study the level of factors affecting the marketing concept of creative identity cafe business service. And 3) to analyze the components of the marketing concept of the creative identity cafe business service. The sample group used in the research was a group of 4 1 0 consumers who used to use the services of creative identity cafes. This is a quantitative and qualitative research, collecting data by using questionnaires and semi- structured in- depth interviews. The statistics used in data analysis were frequency, percentage, mean, standard deviation, factor analysis and content analysis. The results showed that: 1 ) the demographic characteristics of consumers of creative identity cafes found that most of the consumers who used the service were female, aged between 2 0 - 2 9 years old, with bachelor's degree as a student with an average monthly income of about 10,000 baht per month, living in a family with about 3-4 people and living in a detached house. 2) Factors affecting the service marketing concept of the creative identity cafe business, it was found that all 70 variables had an overall average between 3.84-4.42, indicating that consumers were focusing on this aspect at a high level. The highest variable affecting the service marketing concept of the creative identity café business was variable 67, which was the creative identity café business that was cleaned regularly, followed by variable 40 found that the employees were enthusiastic to serve. The least important variable among consumers was the 8th variable, which was the food and beverages variable that indicated nutritional value and 3) the components of the marketing concept of the service business of the creative identity cafe business consist of 5 components as follows: 1) Sanitary 2) Spot ( the point that is easily accessible) 3) Perceived Value 4) Aesthetic 5) Marketing. And from the results obtained from the quantitative analysis and the results of the semistructured in- depth interviews in the qualitative research, the researcher has developed a marketing concept in the service of the creative identity cafe business. It's called "SSPAM Model". To provide customers with services from products that are meticulously crafted and beautiful with safety and hygiene standards that are worth more than the price paid, including services with convenience, speed and easy access.