แนวทางการปรับตัวทางการตลาดของร้านค้าปลีกวัสดุก่อสร้างแบบดั้งเดิมในจังหวัดสงขลา

Abstract

The distribution of modern construction materials retailing businesses in major cities has increased, it causes the level of competition within the business to increase as well. The effect of businesses distribution caused the buying products behavior of customers has changed. This research aims to study the effect of factors on the satisfaction and loyalty of customers. Including the studying of the marketing capabilities of entrepreneurs that affect business performance. A questionnaire was used as a research instrument. The sample group is 400 customers of traditional construction materials retail in Songkhla Province and 90 retailers of traditional construction materials retail in Songkhla Province. Hypothesis testing by multiple regression analysis. The results of this research indicated that service quality, price fairness perception, service convenience, and relationship quality factors influencing customer satisfaction and loyalty, including the satisfaction factors also influencing customer loyalty as well. Entrepreneurial factors showed that the marketing capability in product development influencing business profits and total number of customers. Marketing capabilities in distribution channel management influencing business turnover of returning customers to purchase a product or service. Marketing capabilities in marketing promotion influencing turnover of circulation and number of new customers. Marketing capabilities in price not influencing on turnover. Which the research results received from customers and entrepreneurs, leading to 4 ways of marketing process adaptation guidelines.