MARKETING STRATEGY ON SERVICE INDUSTRY IN THE NEXT NORMAL: A CASE OF SAMUTSONGKHRAM PROVINCE

Kamonluk  Phophan; Chonlada  Choovanichchanon; Sorawit  Mongkol; Manon  Arunkiri

Kamonluk Phophan Tourism Industry and Hospitality Management Department
Chonlada Choovanichchanon Tourism Industry and Hospitality Management Department
Sorawit Mongkol Tourism Industry and Hospitality Management Department
Manon Arunkiri College of Innovation and Management Suan Sunandha Rajabhat University, Thailand

Keywords: Marketing strategy, 4Es, Service Industry, Next Normal Era

Abstract

The purpose of this research was to find out the suitable marketing strategy development model for service industry in the next normal in Samutsongkhram Province by studying the relationship between changing customer behavior after Covid-19 and the marketing mix of 4Es. This study used the quantitative method of analysis by distributing an online questionnaire to 400 respondents. Descriptive statistics used in this research were percentage, mean and standard deviation, and correlation. The result of this study showed that travelers with different genders, ages, education levels, occupations, and average monthly incomes have different decisions on travel at a statistically significant level of 0.05. Results confirmed that there are four factors influencing the service industry; Experience, Exchange, Everywhere, and Evangelism. They play important roles in marketing strategies to develop the sustainability of the service industry from the customer’s aspects in the next normal.