Service Quality of Khamwan Bakery Shop: Effects on Consumer Behavior in Pathum Thani Province

Abstract

This research aims to: 1) examine how personal factors (gender, age, education, occupation, income) affect consumer behavior; 2) investigate service factors and consumer behavior levels; and 3) study how service factors influence consumer behavior in Pathum Thani Province through the 7Ps framework: Product, Price, Place, Promotion, People, Process, and Physical Evidence. The study employed quantitative methodology using questionnaires from 410 consumers who purchased bakery materials or equipment in Mueang District, Pathum Thani Province. Data were analyzed using One-way ANOVA and Multiple Regression Analysis. Findings revealed that most respondents would return for repeat service (59.8%), with over 5 persons monthly (50.5%), were male (49.3%), used services 2-3 times weekly (35.6%), earned 15,001-25,000 Baht monthly (32.0%), aged 31-40 years (29.3%), purchased during 08:00-10:00 hours (26.3%), and spent 101-200 Baht per purchase (22.4%). Overall service satisfaction was high (mean=4.43), with top dimensions being Physical Evidence (4.45), People (4.44), and Product (4.43). Personal factors significantly affecting consumer behavior were age (Sig.=0.028), education (Sig.=0.040), and monthly income (Sig.=0.015), while gender and occupation showed no significant effect. Multiple Regression Analysis revealed service factors predicted 68.6% of return intention (Adjusted R²=0.686). Physical Evidence had the highest influence (29.8%), followed by People (27.5%) and Product (24.1%), all statistically significant at 0.05 level.