FACTORS AFFECTING CUSTOMERS' DECISION TO CHOOSE KERRY SIAM SEAPORT TERMINAL

Abstract

The objective of this study is to examine the factors affecting customers' decision to choose Kerry Siam Seaport Terminal. The sample was randomly selected using purposive sampling, with the sample size determined by Taro Yamane’s formula for an unknown population, at a 95% confidence level, resulting in 134 respondents. Data were collected through a structured questionnaire. The data analysis involved both descriptive and inferential statistics, specifically through logistic regression combined with Marginal Effects estimation. The results indicated that position, establish, location, business type, and marketing mix factors namely product, personnel, process, and physical evidence—significantly affecting customers’ decision to choose Kerry Siam Seaport Terminal for formal events at the 0.10 significance level. These findings offer valuable insights for entrepreneurs and management interested in business by identifying opportunities to enhance products and services. Moreover, they provide a foundation for policy development and strategic planning aimed at strengthening competitive advantage.