The Marketing Mix Factors in Thai Tourists’ Decision-Making Process in Using Foreign Exchange Centers

Abstract

         The objective of this study was to study the marketing mix factors (7Ps) that influenced Thai tourists’ decision-making process in using foreign currency exchange centers for tourism. Their decision-making process deals with the concept of service marketing mix and brand value creation. The researchers used online questionnaires to collect data from 400 customers using foreign currency exchange services at least once every three months; the participants were selected by a specific sampling method.  The data were analyzed by percentage, mean, standard deviation and statistical analysis. The multiple regression results revealed that (1) marketing mix factors, employees, products, process, marketing promotion, price and physical characteristics influenced the respondents’ decision-making process in using foreign currency exchange centers for tourism; and (2) brand value includes brand awareness, brand linkage, awareness of brand quality, and brand loyalty.  The marketing mix factors (7Ps) and four aspects of brand value appeared to influence the respondents’ decision-making process in using foreign currency service centers for tourism.

Keywords: Marketing mix, brand value, decision making, foreign exchange service center