FACTORS INFLUENCING CUSTOMERS' DECISIONS TO CHOOSE VINTAGE-STYLE BARBERSHOPS IN SING BURI PROVINCE

Abstract

This research aims to examine the relationship between the Service Marketing Mix (7Ps) and customers' decisions to choose vintage-style barbershops in Sing Buri Province. Building upon the research conceptual framework developed through the literature review in the first article, this study proceeds to an empirical investigation. The sample consisted of 400 customers who had used vintage-style barbershop services in Sing Buri Province, selected through purposive sampling. Data were collected using a questionnaire and analyzed using descriptive statistics and Pearson Correlation Analysis. The results revealed that the majority of respondents belonged to Generation Z, with an average monthly income of 15,001–25,000 Baht. The overall level of the Service Marketing Mix (7Ps) was high (x̄ = 4.43, S.D. = 0.43), with the Place dimension recording the highest mean score (x̄ = 4.57, S.D. = 0.47). All seven dimensions of the Service Marketing Mix were found to have a statistically significant positive relationship with customers' service-choice decisions at the 0.01 level, with the Process dimension yielding the highest correlation coefficient (r = 0.796). The findings have significant academic and practical implications for vintage barbershop entrepreneurs seeking to develop experience-based marketing strategies.