Factors Affecting the Decision to Choose Coin-Operated Car Wash Services Among the Population in Nakhon Pathom Province

Abstract

This quantitative research study aimed to investigate the factors influencing customer decision-making when choosing coin-operated car wash services in Nakhon Pathom province. The study had two primary objectives: (1) to analyze the decision to use these services based on customers' personal factors, and (2) to examine the influence of the marketing mix on this decision. The sample group consisted of 400 car wash users who were selected using convenience sampling. A questionnaire was used as the primary research tool, and the data were analyzed using both descriptive and inferential statistics. The statistical methods included percentage, mean, standard deviation, independent samples t-test, one-way ANOVA, and multiple regression analysis. The research findings revealed two main conclusions. (1) the personal factor of vehicle type significantly affected the decision to use coin-operated car wash services in Nakhon Pathom province at a statistical significance level of .05. (2) all components of the marketing mix—product, price, place, and promotion—influenced the decision to use the services. These factors had a predictive power of 60 percent. The findings can be expressed in the following equation.

Y = 0.94+0.32X1**+0.12X2+0.12X3**+0.23X4**