Factors of Service Image and Service Quality Affecting Purchasing Decisions at 20-Baht Stores in Nonthaburi Province

Abstract

This research aims to investigate consumer behaviors and opinions regarding service quality and service image within the retail sector. Furthermore, it examines the causal relationships and influences of these factors on purchasing decisions amidst the intense competition currently facing small-scale retail businesses. This study employed a quantitative research methodology. Data were collected from a sample group of 400 consumers who had utilized services at 20-Baht stores (single-price retailers) in Nonthaburi Province. The research instrument was a questionnaire covering two main independent variables: 1) Service Quality, based on the SERVQUAL model, comprising Tangibles, Reliability, Responsiveness, Assurance, and Empathy; and 2) Service Image, comprising Product, Service, Management, Personnel, and Corporate Social Responsibility (CSR). The statistics utilized for data analysis included frequency, percentage, mean, standard deviation, and Multiple Regression Analysis. The results indicated that respondents perceived both the service image and service quality of the 20-Baht stores at a high level. Crucially, the Multiple Regression Analysis revealed that Service Image and Reliability were the two significant factors positively influencing purchasing decisions at the 0.05 level of significance ($p<0.05$). Conversely, other dimensions of service quality did not show a statistically significant relationship with purchasing decisions in this context. These findings suggest that to enhance competitiveness, business operators should prioritize building a strong brand reputation and ensuring operational consistency.