factors affecting customer decisions regarding …
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FACTORS AFFECTING CUSTOMER DECISIONS
REGARDING STANDALONE CAR DETAILING
BY
MISS PANSIRI SRISUAYSAKUL
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2014
COPYRIGHT OF THAMMASAT UNIVERSITY
FACTORS AFFECTING CUSTOMER DECISIONS
REGARDING STANDALONE CAR DETAILING
BY
MISS PANSIRI SRISUAYSAKUL
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2014
COPYRIGHT OF THAMMASAT UNIVERSITY
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Independent Study Title FACTORS AFFECTING CUSTOMER
DECISIONS REGARDING STANDALONE
CAR DETAILING
Author Miss Pansiri Srisuaysakul
Degree Master of Science Program in Marketing
(International Program)
Major Field/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor
Associate Professor James E. Nelson, Ph.D.
Academic Years 2014
ABSTRACT
The purpose of this study is to identify the factors affecting customer decisions
regarding standalone car detailing services including customers’ decision criteria and
influencing factors. The research analysis will also provide customer behavior in terms
of usage and demographic toward standalone car detailing. The research methodology
includes both quantitative and qualitative analysis. The exploratory research and
descriptive research will facilitate researcher to indicate factors affecting customer
decisions regarding standalone car detailing. The study also used secondary data to find
general information of the car detailing business, car detailing shop, and the current
market situation. In-depth interviews were conducted with eight participants in order to
reveal customer insight in terms of attitude and behavior and the results was applied for
qualitative data. There are 169 respondents whose age between 18-55 years, own a car
and decide for themselves to select car detailing service participated in the survey. The
survey data have been analyzed using the Statistic Package for Social Science (SPSS)
by Frequency Distribution, Mean comparison, ANOVA, Cross Tabulation and Chi-
Square Test techniques. Overall factors affecting customer decisions regarding
standalone car detailing are convenient location of the shop, reasonable price,
professional staff and meticulous process. In terms of customers’ criteria, customer
concern on quality of service as a first priority. For influencing factors, family,
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girlfriend/boyfriend/spouse and friends are the most potential influence whereas social
media of the shop such as facebook and/or instagram is the most effective media. In
order to persuade the customers, promotion is the most effective tool since women are
sensitive to promotion more than men.
Keywords: Car detailing, Auto detailing, The detailing service, Standalone Car
detailing, Factors affecting customer decisions, Decision making factors.
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ACKNOWLEDGEMENTS
First and foremost, I would like to express my sincere gratitude to my
advisor Assoc. Prof. Dr. James E. Nelson for the continuous support, for his patience,
beneficial advice and knowledge throughout my independence study. He devote his
valuable time to shape my research more sharpen, suggest plenty of useful comments
including demonstrated a statistic when I confused. These assistances are very helpful
for research writing and this independence study would never been completed without
him. He is the best advisor that I ever had.
My sincere thanks also go to my friends particularly “Rad Around” and
“PSM” groups for sharing good times and bad times together more than ten years and
my sister, Fahfahblossom for her encouragement and the grate support.
Furthermore, I am also very thankful for all contribution of respondents
who answered the questionnaire.
Lastly, I would express a deep sense of gratitude to my parents,
Srisuaysakul family and Suthikul family who always stand by me, helping me get
through the difficult times and supporting me spiritually throughout my life.
Miss Pansiri Srisuaysakul
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TABLE OF CONTENTS
Page
ABSTRACT (2)
ACKNOWLEDGEMENTS (4)
LIST OF TABLES (7)
LIST OF FIGURES (8)
CHAPTER 1 INTRODUCTION 1
1.1 Purpose of the study 3
CHAPTER 2 REVIEW OF LITERATURE 4
2.1 The Consumer decision model 4
2.1.1 Developed model of consumer buying decision process 4
2.2 A conceptual model of service quality and its implications
for future research 5
2.2.1 Service quality 5
2.2.2 Model of service quality gap 6
2.3 Angie's list 7
2.3.1 Guide to car washes 7
CHAPTER 3 RESEARCH METHODOLOGY 9
Research Methodology 9
3.1 Exploratory research 9
3.1.1 Secondary research 9
3.1.2 Observation 10
3.1.3 In-depth Interview 10
3.2 Descriptive research 10
3.2.1 Questionnaire Survey 10
Data Collection 12
3.3 Data Analysis 13
Limitations of the study 13
CHAPTER 4 RESULTS AND DISCUSSION 15
Data analysis and results 15
Frequency Distribution 15
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Differences between groups (ANOVA and Crosstabs) 26
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 37
REFERENCES 40
APPENDICES
APPENDIX A 41
APPENDIX B 49
APPENDIX C 53
APPENDIX D 55
BIOGRAPHY 58
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LIST OF TABLES
Tables Page
1. Frequencies, means and standard deviations for 41 factors that
customers concern in choosing detailing service 18
2. Sample size and percentage of each factors that customers consider
as important factors. 22
3. Results of One-way ANOVA for 41 factors that customers
concern in choosing the detailing service among light moderate
and heavy user. 26
4. Responses by usagegroup with brand of cleaning products 29
5. Responses by usagegroup with shop close to your house or your workplace 29
6. Results of One-way ANOVA for 41 factors that customers
concern in choosing the detailing service between male and female 30
7. Responses by gender with loyalty card 33
8. Responses by gender with privilege membership 33
9. Responses by gender with payment by credit card are accepted 33
10. Responses by gender with Complementary gifts 34
11. Responses by gender with speed of service 34
12. Results of One-way ANOVA for influencer in selecting
the detailing shop between male and female 34
13. Responses by gender with influencers 35
14. Results of One-way ANOVA for influencer in selecting
the detailing shop level of education 35
15. Responses by level of education with influencers 35
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LIST OF FIGURES
Figures Page
1.1 Developed conceptual model from consumer buying decision process 4
model of Engel, Kollat and Blackwell in 1968.
1.2 Model of service quality gaps 5
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CHAPTER 1
INTRODUCTION
In Thailand, the manufacture of cars swelled from less than 500,000 units in
1998 to a high of nearly 2.5 million units in 2012 (2,428,181 cars to be exact)
(Vanhaleweyk, 2014). The Thai automotive industry had a tremendously productive
year in 2012. That year, first-time car buyers could obtain considerable reductions for
their purchase, a product of the Thai government’s fiscal policies, which was the
primary cause of the good fortune (Vanhaleweyk, 2014). First-time car owners could
get tax reimbursements of up to 100,000 baht (around 3,070 USD) under Yingluck
Shinawatra’s government policy. Provided the vehicle’s engine size did not exceed
1,500 cc and the price of the car was under 1 million baht, this plan was accessible
when purchasing small cars or (pick-up) trucks. Tax rebates to first-time car buyers
exceeded 90 billion baht (roughly 3 billion USD). Nearly 1.25 million cars and small
trucks were sold and benefited from the scheme (Vanhaleweyk, 2014). The projected
expenditure for the policy was exceeded extensively by the amount of funds paid out
by the government (and the amount of vehicles sold). Vehicle sales reached 1.33 million
units in 2013 based on information collected by Toyota Motors Thailand (The Nation,
2014). Total domestic vehicle sales topped over one million units in 2014, as calculated
by The Federation of Thai Industries' Automotive Industry Club (MCOT, 2014). The
first-car policy not only boosted domestic car sales significantly, but also drove demand
for related industries such as automobile parts and maintenance services, including the
detailing businesses.
In addition, Thai people have been changing their lifestyle to live in
condominiums because of various advantages such as convenient locations. For
example, there are plenty of condominium projects close to the routes for the Skytrain
and the subway. Condominiums also usually have full facilities such as fitness rooms,
swimming pools, laundry, garden and library as well as covered parking lots, all
including maintenance services. In the first 6 months of 2014, there were a reported
16,750 new condominium units based on land department registrations. This compared
to the entire accessible stock for greater Bangkok at approximately 414,550 units
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(Corben, 2014). Colliers International Thailand, consisting of property consultants and
real estate advisors, anticipate the availability of more than 50,000 condominium units
for sale in 2014 (Corben, 2014). Although there are numerous benefits of the
condominium lifestyle, there are some disadvantages of living that should be
considered as well. One main problem is that condominiums do not have car wash
facilities for residents or areas for residents to wash cars themselves.
From the two major points mentioned previously, a car detailing service is an
interesting prospect for a business since it can support vehicle proliferation and fulfill
the need of condominium inhabitants. Furthermore, shares from the Thailand car
detailing market have risen sharply 75%, from 2.5 billion baht (approximately 77
million USD) in 2008 to 10 billion baht (around 307 million USD) in 2014 (Manager,
2014). Mr. Chaichan Oupapan, executive director of The Perfect Shine (TPS), a car
detailing and glass coating company in Thailand, revealed that the car detailing business
grew 30% in 2014, gaining market share at 10 billion baht (around 307 million USD).
This consisted of car detailing at 8 billion baht (about 246 million USD) and products
and services at 2 billion baht (roughly 61 million USD), in a market that will continue
to grow in 2015 (Posttoday, 2015).
Ample proof that the industry has potential and that an entrepreneur could reap
immense benefits by starting a car detailing business is contained in the statistics. The
overall study of detailing businesses and involves the way to persuade customers by
discovering what the vital factors are that attract customers to use a detailing service,
particularly standalone car detailing. The definition of “standalone” means a place
located in a specific area of land and “car detailing” means the act of washing,
vacuuming and/or waxing cars, either by hand or with automatic machinery. The
information gained from this study will be useful for entrepreneurs as an essential key
to launching this kind of business in the future.
This report is the study of a contemporary topic in applied marketing under a
societal issue theme. The main objective is to identify the factors affecting customer
decisions (which include the reasons for selecting a detailing service) regarding
standalone car detailing services. The research main purposes are defined as follows:
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1. To identify decision-making factors (in reference to service, price, place,
promotion, people, process and physical evidence) that customers consider in selecting
standalone car detailing.
2. To identify customers’ criteria (which factors are involved with customers
selecting a first priority to last priority) for using standalone car detailing.
3. To identify factors influencing customers (which are promotion, advertising,
review, recommendation and words of mouth) to use standalone car detailing.
4. To study customer behavior in terms of usage (which includes usage rate,
service types, reasons for use, satisfaction and so forth) and demographic factors
(gender, age, marital status, occupation, income, etc.) that influence selection of
standalone car detailing.
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Problem/Need Recognition
Purchase Decision
Post-Purchase Behavior
CHAPTER 2
REVIEW OF LITERATURE
The Consumer Decision Model (The Engel, Kollat, Blackwell Model)
Depending on the conditions in their lives, consumers are continuously
developing in their purchasing behavior. The method that consumers use when making
purchases defines their consumer behavior. Several factors affecting their decisions and
usage are included in this definition. Consumers typically go through a decision-making
procedure when purchasing goods and services, which comprises five steps.
Understanding these steps is essential for marketers to effectively influence consumers
toward their products and promote sales. (Engel, Kollat and Blackwell, 1995).
Because the purpose of this research is to identify the factors affecting customer
decisions regarding standalone car detailing, a basic model of complex decision making
by Engel, Blackwell and Kollat is used as a framework for this study.
A model of the consumer-buying decision procedure was created by Engel,
Kollat and Blackwell in 1968. Problem/Need recognition, information search,
evaluation of alternatives to meet this need, purchase decision and post-purchase
behavior were the five steps included in this model and can be an effective guide for
marketers in understanding consumers to connect to them more successfully.
Depending on the product, their buying phase and their financial situation, consumers
move through the decision process in different ways. (Engel, Kollat and Blackwell,
1995).
Developed model of consumer buying decision process.
Figure 1.1 Developed conceptual model from consumer buying decision process
model of Engel, Kollat and Blackwell in 1968.
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A conceptual model of service quality and its implications for future research (A.
Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry).
Service Quality
Due to the complexities of both defining and measuring service quality,
substantial attention has been stimulated in research literature on the concept. Little
agreement has materialized on either front (Wisniewski, 2001). Service quality carries
a variety of "definitions" regarding its true meaning. The degree to which a service
addresses a customer’s needs or expectations is one definition generally accepted
(Lewis and Mitchell, 1990; Dotchin and Oakland, 1994a; Asubonteng et al., 1996;
Wisniewski and Donnelly, 1996). Therefore, service quality can be characterized as the
discrepancy involving customers’ expectation of service and perceived service.
Perceived quality is inadequate and customer disappointment transpires when
expectations outweigh performance (Parasuraman et al., 1985; Lewis and Mitchell,
1990).
The most prevalent methodology for determining service quality is the
SERVQUAL approach (Parasuraman et al., 1985).
Figure 1.2 Model of service quality gaps (Parasuraman et al., 1985; Curry, 1999; Luk
and Layton, 2002)
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Model of Service Quality Gaps (Parasuraman et al., 1985; Curry, 1999; Luk and
Layton, 2002)
Seven key gaps exist in the concept of service quality, which are shown in
Figure 2. The representation is an augmentation to Parasuraman et al. (1985). Three
important gaps include Gap 1, Gap 5 and Gap 6, which are linked with peripheral
customers because they have a direct connection to them, based on the explanation (ASI
Quality Systems, 1992; Curry, 1999; Luk and Layton, 2002).
Gap1- Customers’ expectations versus management perceptions: insufficient
upward interaction and excessive layers of management as the result of a lack
of marketing research direction (Parasuraman et al., 1985; Curry, 1999; Luk and
Layton, 2002).
Gap2- Management perceptions versus service specifications: assessment of
unfeasibility, deficient task consistency and an absence of goal setting as the
result of insufficient dedication to service quality (Parasuraman et al., 1985;
Curry, 1999; Luk and Layton, 2002).
Gap3: Service specifications versus service delivery: inferior employee and
technology-job fit, unsuitable supervisory management systems, lack of
perceived control and lack of teamwork as the result of role uncertainty and
inconsistency (Parasuraman et al., 1985; Curry, 1999; Luk and Layton, 2002).
Gap4- Service delivery versus external communication: lack of correlation
between service and interaction as the result of deficient horizontal
communications and the tendency to make unreasonable promises
(Parasuraman et al., 1985; Curry, 1999; Luk and Layton, 2002).
Gap5- The discrepancy between customer expectations and their perceptions of
the service delivered: lack of correlation between the influences exercised by
the customer and the underperformance (gaps) of the service supplier. In this
case, the degree of personal needs, word of mouth recommendations and
previous service experiences influence customers’ point of view (Parasuraman
et al., 1985; Curry, 1999; Luk and Layton, 2002).
Gap6- The discrepancy between customer expectations and employees’
perceptions: lack of comprehension about customer expectations by front-line
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service providers results in differences (Parasuraman et al., 1985; Curry, 1999;
Luk and Layton, 2002).
Gap7- The discrepancy between employee’s perceptions and management
perceptions: lack of comprehension about customer expectations between
managers and service providers creates differences (Parasuraman et al., 1985;
Curry, 1999; Luk and Layton, 2002).
Angie's list
Guide to car washes (Angie's list, 2014)
Recommendations for car washing are provided online from Angie’s list, a US-
based website including crowd-sourcing evaluations of local businesses. Users can
check information from “Angie's list guide to car washes – topic car wash basics to
follow”.
Car wash basic
One of the easiest means of preserving a car’s exterior and maintain its pleasant
appearance is to have it washed and waxed on a consistent basis. Frequent car washes
assist in diminishing the typical wear and tear that every vehicle’s exterior experiences,
as well as providing source of pride for owner. Eliminating other surrounding
contaminants, including road salt, sap, tar and bugs in a suitable way also works toward
making a vehicle’s paint and clear coat endure longer (Angie's list, 2014).
The question of how often to wash a vehicle is asked by many owners. Initially,
personal preference and the vehicle owned is the primary consideration. For example,
a vehicle owner with a brand new luxury vehicle will likely wash it at least once a week
to maintain its bright and shiny “new” appearance. Conversely, a vehicle owner driving
an old and damaged-looking pick-up truck will likely never wash it (Angie's list, 2014).
Driving conditions - The dust kicked up and encrusted onto vehicle’s paint for
those living in rural areas with gravel, dirt roads or driveways might be a good
reason to wash cars more often (Angie's list, 2014).
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Season - Corrosive harm to the vehicle’s underbody and paint can be done by
the grunge and dirt from road salt in the winter or rainy season. A similar effect
is possible in the summer from bugs hitting the exterior (Angie's list, 2014).
Climate – Frequent washing of vehicles in needed for owners living in locations
with frequent rain. A vehicle’s luster can be damaged by salt, mud, rain and
flood, while environmental moisture also draws increased contaminants to the
vehicle. Bird droppings, bugs and tree sap are contaminants that contain
increased acidity in higher temperatures (Angie's list, 2014).
Geography - Higher levels of dirt and salt in the air are an increased threat for
people living in coastal areas. Chemical particles damaging to a vehicle’s paint
is a risk for those living in industrial areas. Weekly vehicle washing is the
standard suggestion for those residing in these areas (Angie's list, 2014).
Parking location – Vehicle owners lacking the convenience of covered parking
or a garage to store their vehicle at night should at least avoid parking under
trees or in other areas prone to contaminants dropping from above, such as bird
droppings, as well as consider washing their cars more often (Angie's list, 2014).
Commute distance and conditions – Long distance driving on the highway
entails exposing a car’s exterior to increased road grime and bug strikes. This is
especially true for daily commuters when compared to those making shorter,
non-highway commutes, requiring increased frequency for the washing of
vehicles (Angie's list, 2014).
In order to keep dirt and grime from accumulating on the exterior, it would be
advantageous to have the vehicle cleaned every two to three weeks at the least. Drivers
may want to wash their vehicles even more frequently if they face any of the driving
circumstances referenced previously (Angie's list, 2014).
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CHAPTER 3
RESEARCH METHODOLOGY
Research Methodology
The main purpose of this research is to identify factors affecting customer
decisions regarding standalone car detailing including customers’ criteria and factors
influencing. In addition, customers’ behavior in term of using behavior and
demographics factor influencing on selecting standalone car detailing are also studied.
This research focuses on the customers who own a car and decide for themselves to
select car detailing service. In order to achieve the research purposes as an
aforementioned, exploratory research (secondary research and in-depth interview) and
descriptive research (questionnaire survey) have been conducted as research
methodologies.
3.1 Exploratory research
3.1.1 Secondary research
Objective: The objectives of this part are to collect general information of car
detailing business, industry’s overview, current market situation and to study
customers’ criteria and factors influencing in selecting the detailing service.
Data Collection: The secondary data was retrieved from both online and offline
sources. For offline sources, the information was obtained from literature, previous
research, textbooks and articles which related to the study topic while online sources
information was gained from available data on the internet such as the detailing shops’
websites and social medias, online news websites and car communities’ websites. The
secondary research provided both information of business’s side and consumer’s view
point as mentioned before that benefit for the next stage of quantitative research study.
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3.1.2 Observation
Objective: The objective of observation is to observe various types of car
detailing shops and customer’s behavior when using the detailing service which
consumers are being observed without realizing.
Data Collection: Observation was conducted at all three categories of car
detailing shops under the criteria for the shop selection which is the car detailing shop
at department store, car detailing shop at petro station and standalone car detailing in
order to study on usage behavior and demographics factors of customers.
3.1.3 In-depth Interview
Objective: In-depth interview has been conducted using the information
gathered from the observation to extract deep information and to reveal some answers
that cannot be interpreted from the observing. In-depth interview allow researcher to
further understand customer decision making factors, customers’ criteria and behavior
including factors influencing regarding standalone car detailing.
Data Collection: The interviews were conducted with eight participants
individually, four females and four males whose age between 18-55 years old, who own
a car and decide for themselves to select and bring their car to the detailing service. The
eight participants are different in demographic in order to gained diverse information.
In-depth interview helps participants to express their thoughts and reasons which was
important for the research. Furthermore, this information gained facilitated the
questionnaire design, particularly when the options are needed in the multiple choice
questions.
3.2 Descriptive research
3.2.1 Questionnaire Survey
Objective: Questionnaire was designed based on the information and insight
from exploratory research. Purpose of the survey was to identify factors affecting
customer regarding standalone detailing service.
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Online surveys were distributed through online survey program namely
“Google Docs” while offline questionnaires were distributed by hand to the car owners
at different types of the detailing shops. The questionnaire consisted of six parts as
follows: (See Appendix A: Questionnaire)
Part 1: Screening Questions
The objective of this part was to certify that respondents matched the study’s
selection criteria, which are people whose age between 18-55 years old who own a car
and decide for themselves to select car detailing service. If answer of respondents were
“No” in either one of three screening questions, the online survey program was closed
automatically.
Part 2: Behaviors and lifestyle in using car detailing
The objective of this part was to understand consumer behavior and their
lifestyle in using car detailing service. There were 11 questions: frequency of use of
detailing service, time of use, day of use,
type of service that respondents use, spending, brands that respondents use, reasons for
using car detailing service, membership applying, reasons for applying for a
membership, and reasons for not applying for a membership. All answers to this part
are nominal scale of measurement.
Part 3: Decision making factors that affecting to customer when selecting
standalone car detailing
The objective of this part was to discover the important factors that affect the
customer’s decision in selecting the detailing. The factors were separated into seven
main factors: service, price, place, promotion, people, process, and physical evidence.
There were sub-questions in each factor; all combined into 50 questions in this part.
The respondents were asked to rate level of importance to each question. A 5-point
likert scale was used which 1 = not at all, 2 = less importance, 3 = neutral, 4 =
importance and 5 = very importance. Answers to this part are interval scale of
measurement.
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Part 4: Customers’ criteria in selecting standalone car detailing
The objective of this part was to identify factors that are important to
respondents from first priority to last priority. The factors were divided into eight
factors: shop’s location, quality of service, knowledgeable staff, reasonable price,
quality of equipment, recommendations from family / relatives / friends or colleague,
promotion, and reliability of the shop. The level of impact were from 1-8 scales (1
means the highest importance and 8 means lowest importance).
Part 5: Factors influencing the customer when selecting standalone car
detailing
The objective of this part was to discover factors influencing respondents for
selecting a detailing service. There were three questions which are influencer in
selecting car detailing shop, persuasion for using the detailing service, and media that
respondents use to find the information. All answers are nominal scale of measurement.
Part 6: Demographics
The objective of this part was to collect demographic information of the
respondents. There were eight questions in this part which are gender, age, marital
status, education level, occupational, income, type of respondents’ car, and brand of
respondents’ car. Answers to this part are nominal scale of measurement.
Due to time constraints, the sample size (n) of this study was 169 respondents
with convenience sampling method.
Data Collection
Data were collected both paper based and online based. For paper based, the
questionnaire were distribution by hand to the target respondents at different types of
the detailing shops which are standalone car detailing, detailing shop at petro station
and detailing shop at department store. On the other hand, online survey were
constructed via online survey program called “Google Docs” and were posted on
various type of social medias such as Facebook, Twitter and Line. After the data sets
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of information have been complete 169 questionnaires were collected, comprise of 41
sets from paper based and 128 sets from online based.
3.3 Data Analysis
In this study, total 169 of data sets were analyzed by SPSS (Statistical Package
for the Social Sciences) and Microsoft Excel Program to interpret the result, relying on
the purposes of the study. Analysis methods are as follows;
Frequency Analysis: To see how the data were distributed in behaviors and lifestyle
in using the detailing service, factors influencing customer regarding standalone car
detailing and respondent demographics.
Mean comparison: To see how difference of mean and percentage in ratio and interval
scale, compare mean between various factors in decision making factors that customers
consider in selecting standalone car detailing and customers’ criteria for choosing
standalone car detailing.
ANOVA: To test the significant association between two groups of respondents that
use nominal scale. In this research, two groups of respondents consists of usage group
(light, moderate and heavy user) and gender group (male and female) were tested with
41 factors that customers concern in choosing the detailing service.
Cross Tabulation and Chi-Square Test: To see the differences among two groups of
respondents which are usage group (light, moderate and heavy user) and gender group
(male and female) with significant factors from ANOVA testing. Two main groups
were crosstabed with significant factors to identify relationship by using Chi-square
test.
Limitations of the study
The study limited only at expected service. Future research might examine
management perceptions of customer expectations to study gap 2 and examine service
delivery (including pre and post contacts) to study gap 3 (See Figure 1.2) or future
research might examine external communications to customer to study gap 4 and
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examine employee perceptions of customer expectations to study gap 7 (See Figure
1.2).
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CHAPTER 4
RESULTS AND DISCUSSION
Data analysis and results
Frequency Distribution
A summary results of behaviors and lifestyle in using car detailing appear below
Constructed frequency distributions for questions 1 through 11. Results for
question 1 showed maximum frequency for use of detailing service to be one time per
month (n=60 or 35.5 percent). Next highest frequencies were for 2-3 months per time
(n=33, 19.5 percent). Followed by the third frequencies were for two weeks per time
(n=32, 18.9 percent) and the fourth frequencies were for 3-4 weeks per time (n=20 or
11.8 percent). The fifth frequencies were for one time per week (n=14, 8.3 percent)
while the sixth frequencies were for 4-6 months per week (n=6, 3.6 percent). The
minimum frequencies for use of car detailing service were for 6-12 months per time
(n=4 or 2.4 percent). (See appendix B1: Frequency of use).
Results for question 2 displayed that most respondents use car detailing service
between 3.01 – 6.00 p.m. (n=59 or 34.9 percent). The second highest was between 12.01
– 3.00 p.m. (n=44, 26.0 percent). While the third highest was between 9.01 – 12.00 p.m.
(n=33, 19.5 percent) and the fourth highest was between 6.01 – 10.00 p.m. (n=28, 16.6
percent). The least popular time was between 6.00 – 9.00 p.m. (n=5 or 3.0 percent).
(See appendix B2: Time of use).
Results for question 3 showed the majority of respondents use a detailing
service on Saturday (n=68 or 40.2 percent). Next highest was on Sunday (n=45, 26.6
percent). Followed by the third highest was on Wednesday (n=17 or 10.1 percent) and
the fourth highest was on Monday (n=16, 9.5 percent) while the fifth highest, the sixth
highest and the seventh highest was on Friday (n=12, 7.1 percent), on Tuesday (n=8 or
4.7 percent) and on Thursday (n=3, 1.8 percent), respectively. (See appendix B3: Day
of use).
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Results for question 4 displayed services that most respondents use in a detailing
shop were wash exterior and interior detailing (n=134 or 79.3 percent). The services
second highest were wash exterior, interior detailing and wax (n=55, 32.5 percent). The
third highest was wash exterior only (n=27, 32.5 percent) and the fourth highest was
cleaning seats and rugs (n=17, 10.1 percent). Followed by the fifth highest, which were
wash exterior and wax (n=16 or 9.5 percent) and the sixth highest was refreshing air
conditioner (n=10, 5.9 percent). Service that respondents used slightly for car detailing
were specific services such as cleaning the tray for pick up or mini truck and cleaning
headlamps (n=2 or 1.2 percent). (See appendix B4: Types of service).
Results for question 5 showed maximum time for use of detailing service to be
30 – 59 minutes (n=62 or 36.7 percent). Next highest was for one hour (n=53, 31.4
percent). The third highest was for more than one hour but not longer than two hours
(n=29, 17.2 percent). The fourth highest was for less than 30 minutes (n=14, 8.3
percent) while the fifth highest was for two hours (n=10, 5.9 percent). The minimum
time for use of detailing service was for longer than two hours (n=1, 0.6 percent). (See
appendix B5: Spending time).
Results for question 6 showed the majority of respondents spend for use of
detailing service per time to be 150 – 300 baht (n=79 or 46.7 percent). The second
highest was for 301 – 500 baht (n=44 or 26.0 percent). Followed by the third highest
was for less than 150 baht (n=31, 18.3 percent) and the fourth highest was for 701 –
1000 baht (n=6, 3.6 percent). The fifth highest was for 501 – 700 baht (n=5 or 3.0
percent) while the sixth highest was for 1,000 – 1,500 baht (n=3 or 1.8 percent). Lastly,
the minority of respondents spend for use of detailing service per time to be more than
1,500 baht (n=1 or 0.6 percent). (See appendix B6: Spending of use).
Results for question 7 displayed type of the detailing shops that most
respondents used were specific detailing shops where close to their residence or their
workplace (n=94 or 55.6 percent). The next highest was Meguiar's; standalone car
detailing (n=50, 29.6 percent) while the third highest was Poli-chem’s detailing shop
where located at department store (n=17, 10.1 percent). Wizard Auto Care, car detailing
17
at petro station was the type of the detailing shop that respondents use the least (n=8 or
4.7 percent). (See appendix B7: Type of detailing shops).
Results for question 8 showed that shop’s location nearby house or workplace
was the first reason for using the detailing service (n=141, 83.4 percent). The next
highest reason was a good service quality (n=100, 59.2 percent) and the third highest
reason was appropriate price (n=96, 56.8 percent). The shop use high quality products
and comfortable atmosphere were the same highest at the fourth (n=31 or 18.3 percent).
Followed by the fifth highest reason was recommendations from family / relatives /
friends or colleagues (n=30, 17.8 percent), the sixth highest reason was equipment of
service are up-to-date (n=25, 14.8 percent) and the seventh highest reason was specific
reasons such as the respondents do not have enough time to wash their car (n=6, 3.6
percent), respectively. (See appendix B8: Reasons for using the detailing service).
Result for question 9 displayed the number of respondents who apply for
detailing service membership (n=33 or 19.5 percent). (See appendix B9: Membership
applying).
Results for question 10 showed the majority of respondents apply a membership
for buy more value packages (n=23 or 13.6 percent). The second highest was for
discount per time (n=14 or 8.3 percent). The third highest was the customer using that
shop regularly (n=11, 6.5 percent) and the fourth highest was for privileges for
membership (n=6, 3.6 percent). The lowest reason for membership applying was for
intensive care services such as cleaning history (n=5 or 0.3 percent). (See appendix
B10: Reasons for membership applying).
Results for question 11 displayed that most respondents do not apply for
membership because they rarely use the detailing service (n=74 or 43.8 percent). The
next highest was because the respondents always change the detailing shop (n=64 or
37.9 percent). The third highest was because the respondents want to try other car
detailing shop (n=34, 20.1 percent) and the fourth highest was because the membership
price is high (n=16, 9.5 percent). The lowest reason was other reasons like there is no
18
privilege membership providing in some detailing shop (n=8 or 4.7 percent). (See
appendix B11: Reasons for not-applying a membership).
A summary of decision making factors in selecting standalone car detailing appear
in “Table 1” below.
Table 1. Frequencies, means and standard deviations for 41 factors that customers
concern in choosing detailing service.*
Factors
Number of Respondents by Response Category
Not at
all
Less
important
Neutral Important Very
important
Mean SD
Service
Various types of service 7 23 74 58 7 3.21 0.86
Brand of cleaning
products
9 11 54 82 13 3.47 0.93
Quality of cleaning
products
3 7 38 84 37 3.86 0.87
High standard of
equipment
1 10 17 96 45 4.03 0.81
Equipment of service are
up-to-date
3 8 54 83 21 3.66 0.82
Equipment of service are
clean and tidy
- 8 26 79 56 4.08 0.82
Quality and standard of
service are accepted
3 4 17 92 53 4.11 0.82
Can be able to serve
several cars at the same
time
5 11 40 65 48 3.83 1.01
Price
Price reasonable to
quality of service
- - 4 79 86 4.49 0.55
19
Price reasonable to
quality of cleaning
products
1 2 16 91 59 4.21 0.70
Similar price when
compared to other shops.
3 4 33 90 39 3.93 0.83
Place
Shop close to your
house or your workplace
1 - 5 71 92 4.50 0.62
Shop located in
convenient location
- - 6 61 102 4.57 0.56
Appropriate opening and
closing times
- 5 38 60 66 4.11 0.85
Promotion
Loyalty card 19 23 71 45 11 3.04 1.06
Privilege membership 17 21 70 46 15 3.12 1.07
Payment by credit card
are accepted
22 23 59 49 16 3.08 1.15
Seasonal promotion 12 15 61 65 16 3.34 1.01
Complementary gifts 16 17 68 56 12 3.18 1.03
Advertising in multiple
media channels
21 34 83 25 6 2.77 0.97
People
Knowledgeable staffs in
providing
2 2 13 78 74 4.30 0.76
Staffs are careful while
on duty
- 1 6 58 104 4.57 0.60
Service minded staffs - 3 7 60 99 4.51 0.67
A sufficient number of
staff
- 2 16 80 71 4.30 0.69
Process
Speed of service 1 - 15 97 56 4.22 0.65
20
Service system - - 11 97 61 4.30 0.58
Staffs will check car’s
condition and existing
scratches before
providing service
- 4 26 84 55 4.12 0.75
Staffs will inform
service details to
customer before
providing service
1 3 27 81 57 4.12 0.78
Scratch protection while
providing service
- 1 2 49 117 4.67 0.53
Protecting the security
of customers properties
inside the car
- 1 5 47 116 4.64 0.57
Customer can see the
service system clearly
step by step
- 3 25 69 72 4.24 0.77
Customers can be able to
check service quality
before payment
- 1 15 63 90 4.43 0.68
Physical Evidence
Cleanliness of the shop - 2 21 101 45 4.12 0.65
Atmosphere of the shop - 3 38 109 19 3.85 0.62
Staff’s uniform 10 16 93 40 10 3.14 0.89
Reception/waiting room - 3 31 73 62 4.15 0.78
A sufficient number of
parking spaces
1 - 18 99 51 4.18 0.66
Free wi-fi available 6 15 64 53 31 3.52 1.00
Coffee shop 10 17 71 54 17 3.30 0.99
Service prices must be
displayed clearly
1 3 9 62 94 4.45 0.73
21
Displayed price details
in receipt clearly
1 - 22 58 88 4.37 0.75
*Sample size is 169 for all tests.
All of these decision making factors are factors of expected service from gap 1,
gap 5, gap 6 in Model of service quality gaps (See Figure 1.2).
Table 1. showed that most important factors affecting customer decision
regarding standalone car detailing were process of scratch protection while providing
service (mean=4.67), process of protecting the security of customers properties inside
the car (mean=4.64), staffs are careful while on duty (mean=4.57), shop located in
convenient location (mean=4.57), service minded staffs (mean=4.51), shop close to
your house or your workplace (mean=4.50), price reasonable to quality of service
(mean=4.49), service prices must be displayed clearly (mean=4.45), customers can be
able to check service quality before payment (mean=4.43), displayed price details in
receipt clearly (mean=4.37), knowledgeable staffs in providing (mean=4.30), a
sufficient number of staff (mean=4.30), service system (mean=4.30) and customer can
see the service system clearly step by step (mean=4.24).
While middle important factors that customers concern in choosing detailing
service were speed of service (mean=4.22), price reasonable to quality of cleaning
products (mean=4.21), a sufficient number of parking spaces (mean=4.18),
reception/waiting room (mean=4.15), staffs will inform service details to customer
before providing service (mean=4.12), staffs will check car’s condition and existing
scratches before providing service (mean=4.12), cleanliness of the shop (mean=4.12),
appropriate opening and closing times (mean=4.11), quality and standard of service are
accepted (mean=4.11), equipment of service are clean and tidy (mean=4.08), high
standard of equipment (mean=4.03), similar price when compared to other shops
(mean=3.93), quality of cleaning products (mean=3.86) and atmosphere of the shop
(mean=3.85).
On the other hand, least important factors affecting customer decision in
selecting standalone car detailing were the shop can be able to serve several cars at the
22
same time (mean=3.83), equipment of service are up-to-date (mean=3.66), free wi-fi
available (mean=3.52), brand of cleaning products (mean=3.47), seasonal promotion
(mean=3.34), various types of service (mean=3.21), complementary gifts (mean=3.18),
staff’s uniform (mean=3.14), privilege membership (mean=3.12), payment by credit
card are accepted (mean=3.08), loyalty card (mean=3.04) and advertising in multiple
media channels (mean=2.77).
A summary of customers’ criteria in selecting standalone car detailing appear in
“Table 2.” below.
Table 2. Sample size and percentage of each factors that customers consider as
important factors.*
Factors n Percent
Shop located in convenient location 111 65.6
Quality of service / Cleanliness of
wash
128 75.7
Knowledgeable staffs 79 46.7
Price reasonable to quality of
service
62 36.6
High quality equipment and
products
30 17.7
The shop recommended by family /
relatives / friends or colleagues
34 20.1
Attractive promotion 29 17.1
Reliability of the shop 33 19.5
*Sample size is 169 for all tests.
Table 2. displayed that quality of service / cleanliness of wash was the factor
that customers concern as a first priority when selecting detailing service at 75.7%.
Followed by shop located in convenient location as a second priority at 65.6%. The
third priority was knowledgeable staffs at 46.7% while the fourth priority was price
reasonable to quality of service at 36.6%. The fifth priority was the shop recommended
by family / relatives / friends or colleagues at 20.1%, the sixth priority was reliability
23
of the shop at 19.5% and the seventh priority was high quality equipment and products
at 17.7%. On the other hand, the least important factor that customers concern regarding
standalone car detailing still was the attractive promotion at 17.1%.
A summary of factors influencing customer regarding standalone car detailing
appear below.
Constructed frequency distributions for questions 1 through 3. Results for
question 1 showed girlfriend, boyfriend or spouse was the most potential influencer for
respondents in selecting detailing service (n=47 or 27.8 percent). The next highest
influencing factor was respondents decide for themselves in choosing detailing service
(n=40, 23.7 percent). Followed by the third highest influencing factor was family
(n=38, 22.5 percent).The fourth highest influencing factor was friends (n=19, 11.2
percent) and the fifth highest influencing factor was relatives (n=7 or 4.1 percent).
Expertise and recommendations from websites/webboards were equal as the sixth
highest influencing factor (n=6 or 3.6 percent) while the seventh highest influencing
was colleagues (n=5, 3.0 percent). The least powerful influencer for respondents in
selecting detailing service was blogger (n=1 or 0.6 percent). (See appendix C1:
Influencer).
Results for question 2 displayed shop’s promotion was the most effective tool
in persuading respondents in using detailing service (n=87 or 51.5 percent). The second
highest effective tool was words of mouth (n=76, 45.0 percent). The third highest
effective tool was recommendations from websites/webboards (n=25, 14.8 percent).
Followed by shop’s advertising was the fourth highest (n=24, 14.2 percent) and specific
things such as some stains or smell in the car was the fifth highest (n=22 or 13.0
percent). The sixth highest was reviews from blogger on the internet (n=8, 4.7 percent).
And the least effective tool in persuading respondents in using detailing service was
reviews from expertise in magazines and various medias (n=5 or 3.0 percent). (See
appendix C2: Persuasion tools).
Results for question 3 showed that most respondents find information of the
detailing shop via social media of the shop such as facebook instagram (n=63 or 37.3
24
percent). The next highest answer was respondents do not find the detailing shop
information (n=48, 28.4 percent). The third highest was via recommendations from
websites/webboards (n=46 or 27.2 percent) and the fourth highest was via car’s
communities / car lover clubs (n=28 or 16.6 percent).The fifth highest was via shop’s
website (n=27, 16.0 percent) while the sixth highest was via reviews from blogger on
the internet (n=15 or 8.9 percent). The least popular source that respondents find
information of the detailing service was reviews from expertise in magazines and
various medias (n=9 or 5.3 percent). (See appendix C3: Source of information).
A summary of respondent demographics appear below.
Constructed frequency distributions for questions 1 through 8. Results for
question 1 showed the majority of respondents were female 75.7% (n=128) while male
were only 24.3% (n=41) of the total population. (See appendix D1: Gender).
Results for question 2 showed respondents whose age between 26 – 30 years
old uses the detailing service most. (n=117 or 69.2 percent). The next highest was
respondents whose age between 31 – 35 years old (n=29, 17.2 percent). The third
highest was respondents whose age between 18 – 25 years old (n=9 or 5.3 percent) and
the fourth highest was respondents whose age between 36 – 40 years old (n=7 or 4.1
percent). Followed by the fifth highest was respondents whose age between 41 – 45
years old (n=4 or 2.4 percent), the sixth highest was respondents whose age between
46 – 50 years old (n=2, 1.2 percent) and the seventh highest was respondents whose
age between 51 – 55 years old (n=1, 0.6 percent), respectively. (See appendix D2: Age).
Results for question 3 showed that 82.8% of respondents were single (n=140),
while 17.2% of respondents were married (n=29). (See appendix D3: Marital status).
Results for question 4 displayed that most respondents have bachelor degree
level of education (n=89 or 52.7 percent). The next highest for respondents’ level of
education was master’s degree (n=78, 46.2 percent). On the contrary, the minority of
respondents have diploma and Ph.D. level of education were equal (n=1 or 0.6 percent).
(See appendix D4: Level of education).
25
Results for question 5 showed the majority of respondents were private
employees (n=110 or 65.1 percent). The second highest was business owner (n=38,
22.5 percent). Followed by the third highest was state enterprise employees (n=7, 4.1
percent). Student and governmental officer were equal at the fourth highest (n=6, 3.6
percent). The minority of respondents were freelance (n=2 or 1.2 percent). (See
appendix D5: Occupation).
Results for question 6 displayed that most respondents have monthly income at
25,001-35,000 baht per month (n=38 or 22.5 percent). The next highest was at 35,001-
45,000 baht (n=32, 18.9 percent). Followed by the third highest was at 15,001-25,000
baht (n=30, 17.8 percent) and the fourth highest was at 45,001-55,000 baht (n=26, 15.4
percent). The fifth highest was at 55,001-75,000 baht (n=23 or 13.6 percent) and the
sixth highest was at 75,001-95,000 baht (n=9 or 5.3 percent). The seventh highest was
equal at less than 15,000 baht and 95,001-150,000 baht (n=5, 3.0 percent). The minority
of respondents have monthly income at more than 150,000 baht (n=1 or 0.6 percent).
(See appendix D6: Income).
Results for question 7 showed sedan was type of car which the majority of
respondents use (n=151, 89.3 percent). The next highest was SUV (Sport Utility
Vehicle) type (n=15 or 8.9 percent). In contrast, type of car that the minority of
respondents use was pickup or mini truck as the third (n=2, 1.2 percent) and sport type
was the fourth highest (n=1, 0.6 percent). (See appendix D7: Type of respondents’ car).
Results for question 8 displayed that Honda was the most popular brand (n=56,
33.1 percent). The next highest popular brand was Toyota (n=42, 24.9 percent). The
third highest was Nissan (n=13, 7.7 percent) and the fourth highest was Mazda (n=12,
7.1 percent). Followed by the fifth highest was Chevrolet (n=7 or 4.1 percent).
Mitsubishi and Ford were equal at the sixth highest (n=6 or 3.6 percent). The seventh
highest was Benz (n=5 or 3.0 percent) while the eighth highest was BMW (n=2 or 1.2
percent). The least popular brand were Mini Cooper, Audi, Peugeot, Volkswagen and
Saab as equal (n=1, 0.6 percent). (See appendix D8: Brand of respondents’ car).
26
Differences between groups (ANOVA and Crosstabs)
A summary of decision making factors among light, moderate and heavy user
appear in “Table 3.” below.
Table 3. Results of One-way ANOVA for 41 factors that customers concern in choosing
the detailing service among light moderate and heavy user.*
Factors
Mean Values for Indicated Groups
F statistic
p-value Light
Users
(n=10)
Moderate
Users (n=33)
Heavy
Users (n=126)
Total
(n=169)
Service
Various types of service 3.30 2.88 3.29 3.21 2.93 .056
Brand of cleaning
products
3.20 3.09 3.59 3.47 4.37 .014
Quality of cleaning
products
3.90 3.64 3.91 3.86 1.34 .264
High standard of
equipment
3.90 3.91 4.07 4.03 0.66 .521
Equipment of service
are up-to-date
3.50 3.48 3.71 3.66 1.21 .301
Equipment of service
are clean and tidy
4.20 3.82 4.14 4.08 2.19 .115
Quality and standard of
service are accepted
4.50 3.88 4.14 4.11 2.64 0.74
Can be able to serve
several cars at the same
time
3.90 3.97 3.79 3.83 0.46 .635
Price
Price reasonable to
quality of service
4.60 4.42 4.49 4.49 0.43 .650
27
Price reasonable to
quality of cleaning
products
4.30 4.09 4.24 4.21 0.64 .528
Similar price when
compared to other
shops.
3.90 3.97 3.93 3.93 0.04 .959
Place
Shop close to your
house or your
workplace
4.00 4.52 4.53 4.50 3.55 .031
Shop located in
convenient location
4.60 4.52 4.58 4.57 0.19 .832
Appropriate opening
and closing times
4.10 4.12 4.10 4.11 0.01 .994
Promotion
Loyalty card 2.80 2.88 3.10 3.04 0.81 .447
Privilege membership 3.30 3.24 3.08 3.12 0.44 .642
Payment by credit card
are accepted
3.00 3.06 3.10 3.08 0.40 .962
Seasonal promotion 2.90 3.24 3.40 3.34 1.36 .259
Complementary gifts 3.00 3.21 3.19 3.18 0.17 .842
Advertising in multiple
media channels
2.70 2.73 2.79 2.77 0.07 .929
People
Knowledgeable staffs in
providing
4.30 4.30 4.30 4.30 0.00 1.000
Staffs are careful while
on duty
4.70 4.64 4.54 4.57 0.60 .548
Service minded staffs 4.60 4.61 4.48 4.51 0.60 .552
A sufficient number of
staff
4.30 4.21 4.33 4.30 0.35 .704
28
Process
Speed of service 4.30 4.36 4.18 4.22 1.08 .342
Service system 4.60 4.30 4.27 4.30 1.50 .227
Staffs will check car’s
condition and existing
scratches before
providing service
4.50 4.15 4.09 4.12 1.43 .240
Staffs will inform
service details to
customer before
providing service
4.50 4.18 4.08 4.12 1.46 .234
Scratch protection while
providing service
4.90 4.64 4.66 4.67 1.03 .359
Protecting the security
of customers properties
inside the car
4.80 4.58 4.65 4.64 0.62 .542
Customer can see the
service system clearly
step by step
4.40 4.15 4.25 4.24 0.45 .636
Customers can be able
to check service quality
before payment
4.50 4.42 4.43 4.43 0.05 .948
Physical Evidence
Cleanliness of the shop 4.40 3.97 4.13 4.12 1.84 .161
Atmosphere of the shop 4.20 3.73 3.86 3.85 2.26 .108
Staff’s uniform 3.50 3.18 3.10 3.14 0.97 .383
Reception/waiting room 4.50 4.12 4.13 4.15 1.09 .337
A sufficient number of
parking spaces
4.10 4.18 4.18 4.18 0.07 .930
Free wi-fi available 3.50 3.55 3.52 3.52 0.01 .987
Coffee shop 3.50 3.18 3.32 3.30 0.46 .633
29
Service prices must be
displayed clearly
4.70 4.42 4.44 4.45 0.62 .537
Displayed price details
in receipt clearly
4.70 4.36 4.35 4.37 1.01 .368
*Sample size is 169 for all tests.
In conclusion, there is no differences between light, moderate and heavy user
on all decision making factor, except brand of cleaning products (F=4.37, p < .014) and
shop close to your house or your workplace (F=3.55, p < .031). In other words, most
heavy user believe that brand of cleaning products is very important while no one of
light and moderate user have been agree. Moreover, the majority of heavy user concern
about shop location close to their house or their workplace as a very important level
opposite to light and moderate user, which are shown in crosstabs, table 4 and table 5
below.
Table 4. Responses by usagegroup with brand of cleaning products*
Usagegroup
Brand of cleaning products
Total Not at
all
Less
important
Neutral Important Very
important
Light user
Moderate user
Heavy user
Total
1
3
5
9
2
3
6
11
1
15
38
54
6
12
64
82
0
0
13
13
10
33
126
169
*Chi-square = 14.82, p < .251, Cramer’s V= 0.12
Table 5. Responses by usagegroup with shop close to your house or your workplace*
Usagegroup
Shop close to your house or your workplace
Total Not at
all
Neutral Important Very
important
Light
Moderate
Heavy
Total
1
0
0
1
1
1
3
5
4
14
53
71
4
18
70
92
10
33
126
169
*Chi-square = 18.14, p < .034, Cramer’s V= 0.13
30
A summary of decision making factors between male and female appear in “Table
6.” below.
Table 6. Results of One-way ANOVA for 41 factors that customers concern in choosing
the detailing service between male and female*
Factors
Mean Values for Indicated Groups
F statistic
p-value Male
(n=41)
Female
(n=128)
Total
(n=169)
Service
Various types of service 3.00 3.27 3.21 3.04 .083
Brand of cleaning
products
3.34 3.51 3.47 1.00 .318
Quality of cleaning
products
3.73 3.90 3.86 1.15 .286
High standard of
equipment
3.95 4.05 4.03 0.50 .479
Equipment of service are
up-to-date
3.71 3.64 3.66 0.20 .653
Equipment of service are
clean and tidy
4.29 4.02 4.08 3.60 .059
Quality and standard of
service are accepted
4.17 4.09 4.11 .028 .599
Can be able to serve
several cars at the same
time
3.66 3.88 3.83 1.53 .218
Price
Price reasonable to
quality of service
4.44 4.50 4.49 0.39 .536
Price reasonable to
quality of cleaning
products
4.17 4.23 4.21 0.19 .662
31
Similar price when
compared to other shops.
3.78 3.98 3.93 1.91 .169
Place
Shop close to your house
or your workplace
4.39 4.53 4.50 1.62 .205
Shop located in
convenient location
4.63 4.55 4.57 0.74 .390
Appropriate opening and
closing times
4.12 4.10 4.11 0.02 .894
Promotion
Loyalty card 2.59 3.18 3.04 10.4 .002
Privilege membership 2.78 3.23 3.12 5.74 .018
Payment by credit card
are accepted
2.71 3.20 3.08 5.92 .016
Seasonal promotion 3.15 3.41 3.34 2.06 .153
Complementary gifts 2.83 3.30 3.18 6.57 .011
Advertising in multiple
media channels
2.56 2.84 2.77 2.52 .114
People
Knowledgeable staffs in
providing
4.37 4.28 4.30 0.38 .538
Staffs are careful while
on duty
4.59 4.56 4.57 0.05 .831
Service minded staffs 4.41 4.54 4.51 1.09 .298
A sufficient number of
staff
4.27 4.31 4.30 0.13 .722
Process
Speed of service 4.02 4.29 4.22 5.24 .023
Service system 4.15 4.34 4.30 3.61 .059
Staffs will check car’s
condition and existing
4.10 4.13 4.12 0.07 .794
32
scratches before
providing service
Staffs will inform service
details to customer
before providing service
4.22 4.09 4.12 0.81 .371
Scratch protection while
providing service
4.78 4.63 4.67 2.42 .122
Protecting the security of
customers properties
inside the car
4.63 4.65 4.65 0.02 .889
Customer can see the
service system clearly
step by step
4.44 4.18 4.24 3.60 .060
Customers can be able to
check service quality
before payment
4.51 4.41 4.43 0.76 .386
Physical Evidence
Cleanliness of the shop 4.00 4.16 4.12 1.79 .183
Atmosphere of the shop 3.88 3.84 3.85 0.09 .760
Staff’s uniform 3.07 3.16 3.14 0.32 .570
Reception/waiting room 4.12 4.16 4.15 0.06 .806
A sufficient number of
parking spaces
4.20 4.17 4.18 0.04 .845
Free wi-fi available 3.34 3.58 3.52 1.72 .191
Coffee shop 3.07 3.38 3.30 2.94 .088
Service prices must be
displayed clearly
4.32 4.49 4.45 1.79 .183
Displayed price details in
receipt clearly
4.39 4.37 4.37 0.03 .865
*Sample size is 169 for all tests.
33
To sum up, there is no differences between male and female on all decision
making factor, except some factors of promotion which are loyalty card (F=10.4, p <
.002), privilege membership (F=5.74, p < .018), payment by credit card are accepted
(F=5.92, p < .016), complementary gifts (F=6.57, p < .011) and speed of service in
process (F=5.24, p < .023). To put it differently, female were sensitive to promotion
more than male. Furthermore, they were concern about speed of service more than male
also. The results are shown in crosstabs, table 7, table 8, table 9, table 10 and table 11
below.
Table 7. Responses by gender with loyalty card*
Gender
Loyalty card
Total Not at
all
Less
important
Neutral Important Very
important
Male
Female
Total
11
8
19
6
17
23
16
55
71
5
40
45
3
8
11
41
128
169
*Chi-square = 16.14, p < .040, Cramer’s V= 0.15
Table 8. Responses by gender with privilege membership*
Gender
Privilege membership
Total Not at
all
Less
important
Neutral Important Very
important
Male
Female
Total
10
7
17
6
15
21
15
55
70
3
43
46
7
8
15
41
128
169
*Chi-square = 23.55, p < .003, Cramer’s V= 0.19
Table 9. Responses by gender with payment by credit card are accepted*
Gender
Payment by credit card are accepted
Total Not at
all
Less
important
Neutral Important Very
important
Male
Female
Total
10
12
22
6
17
23
15
44
59
6
43
49
4
12
16
41
128
169
*Chi-square = 9.32, p < .316, Cramer’s V= 0.12
34
Table 10. Responses by gender with complementary gifts*
Gender
Complementary gifts
Total Not at
all
Less
important
Neutral Important Very
important
Male
Female
Total
10
6
16
15
12
17
12
56
68
10
46
56
4
8
12
41
128
169
*Chi-square = 16.38, p < .037, Cramer’s V= 0.16
Table 11. Responses by gender with speed of service*
Gender
Speed of service
Total Not at
all
Neutral Important Very
important
Male
Female
Total
1
0
1
5
10
15
26
71
97
9
47
56
41
128
169
*Chi-square = 6.18, p < .403, Cramer’s V= 0.10
A summary of influencers in selecting the detailing shop appear in “Table 12.”
below.
Table 12. Results of One-way ANOVA for influencer in selecting the detailing shop
between male and female*
Factors
Mean Values for Indicated Groups
F statistic
p-value Male
(n=41)
Female
(n=128)
Total
(n=169)
Influencers 5.20 3.84 4.17 5.89 .016
*Sample size is 169 for all tests.
In summary, there is some significant with influencer in selecting the detailing
shop between male and female, in other words, family, boyfriend or spouse and friends
have been influencing on female in choosing the detailing service more than male as a
result of crosstab in table 13 below.
35
Table 13. Responses by gender with influencers*
Influencers
Gender
Total Male Female
Family
Girlfriend/Boyfriend/Spouse
Relatives
Friends
Colleagues
Expertise
Blogger
Recommendations from
websites/webboards
None
Total
3
9
2
7
3
2
1
2
12
41
35
38
5
12
2
4
0
4
28
128
38
47
7
19
5
6
1
6
40
169
Table 14. Results of One-way ANOVA for influencer in selecting the detailing shop
level of education*
Factors
Mean Values for Indicated Groups
F statistic
p-value Diploma
(n=1)
Bachelor’s
Degree
(n=89)
Master’s
Degree
(n=78)
Ph.D.
(n=1)
Total
(n=169)
Influencers 2.00 4.83 3.47 2.00 4.17 3.00 .032
*Sample size is 169 for all tests.
To conclude, there is some significant with influencer regarding standalone car
detailing between level of education. To put it differently, family, girlfriend / boyfriend
or spouse and friends have been influencing on Bachelor’s Degree and Master’s Degree
respondents more than others level. A results were shown in crosstab, table 15 below.
Table 15. Responses by level of education with influencers*
Influencers
Level of education
Total Diploma
Bachelor’s
Degree
Master’s
Degree
Ph.D.
Family
Girlfriend/Boyfriend/Spouse
Relatives
Friends
Colleagues
Expertise
0
1
0
0
0
0
13
24
2
12
2
5
25
21
5
7
3
1
0
1
0
0
0
0
38
47
7
19
5
6
36
Blogger Recommendations from
websites/webboards
None
Total
0 0
0
1
1 2
28
89
0 4
12
78
0 0
0
1
1 6
40
169
37
CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
As an introduction stated, car detailing service is an outstanding, fast growing
and high potential business since it can offers a lucrative opportunities for
entrepreneurs. In order to launch this kind of business, the information retrieved from
this study are suggest as follow:
Overall factors affecting customer decisions regarding standalone car detailing
are convenient location of the shop, reasonable price, professional staff and meticulous
process.
The decision making factors that customers consider in selecting standalone car
detailing comprise of service system for service, price reasonable to quality of service
for price, shop located in convenient location or shop close to customer’s
house/workplace for place particularly in heavy users, staffs are careful while on duty,
service minded staffs, a sufficient number of staff and knowledgeable staffs for people
and process of scratch protection while providing service and process of protecting the
security of customers properties inside the car for process.
Customers’ criteria regarding standalone car detailing as the crucial priority are
quality of service, shop located in convenient location, knowledgeable staffs, price
reasonable to quality of service that similar to the decision making factors whereas the
shop recommended by family/ relatives/friends or colleagues, reliability of the shop,
high quality equipment and products and attractive promotion are the factors that
customers concern as the inferior priority.
Factors influencing customer in selecting standalone car detailing are family,
boyfriend or spouse and friends are the most potential influence especially for females.
Moreover, family, girlfriend/boyfriend or spouse and friends are also potential
influence for customers who earn bachelor’s and master's’ degree. Although promotion
is a factor that customer consider as last priority in choosing the detailing service, it
attract females effectively. And another one effective tool is words of mouth. Moreover,
38
for providing information of the detailing shop social media of the shop such as
facebook and/or instagram is the most effective media as well as recommendations
from websites/webboards.
Therefore, in order to launch standalone car detailing, the shop should located
in convenient location particularly in residential or office area. Offer the fine quality of
wash with reasonable price; from the result of the study, the majority of respondents
require only fundamental service of detailing which are wash exterior, interior detailing,
polishing and waxing. In addition, professional staff is a vital factor of the detailing
service since customers consider it in a high level of important, then, employee training
and development would be the function that entrepreneur do not look over. On one
hand, service process is also the imperative key. Results from the study reveal that
scratch protection while providing service is the process that customer never realize
before, thus, entrepreneur could be able to take this benefit as strength of the shop and
process of protecting the security of customers properties inside the car should be
emphasize as important policy also.
In order to persuade the customers, entrepreneur could be use promotion as an
essential tool because the study discover that female are sensitive to promotion more
than male. Loyalty card, privilege membership, complementary gifts and payment by
credit card, all of these things can attract female using the detailing service. Moreover,
entrepreneur might launch “lady day” or “lady hour” promotion to persuade female on
the day or time when customer use the service slightly (which are Thursday or 6.00 –
9.00 p.m.). Furthermore, because family, girlfriend/boyfriend or spouse, friends and
words of mouth are the most potential influence that customer rely on, entrepreneur
may launch “member get member” program to convince new customers using service.
In the digital era, social media play an important role as a new communication
method. Consequently, entrepreneur should create shop’s social media such as
facebook and/or instagram for contact with customers, provide shop information,
inform knowledge, and answer customer’s questions. Shop’s social media not only can
be impact the right target without advertising cost but it is the tool to maintain
relationship with customers also.
39
The implication of this study would be beneficial to entrepreneur who desire to
start standalone detailing business in terms of factors affecting customer decision
regarding standalone detailing service and also be advantageous to the existing
enterprise for increase company's sales and revenue.
40
REFERENCES
1. Guido Vanhaleweyk. (2014). “Car Manufacturing, domestic Sales and Exports
from Thailand” webpage, accessed on February, 2014 at:
http://www.thaiwebsites.com/cars-thailand.asp
2. The Nation. (2014). “Thailand's vehicle sales to decline 11.7%” webpage,
accessed on March 5, 2014 at:
http://www.nationmultimedia.com/business/Thailands-vehicle-sales-to-
decline-11-7-30228425.html
3. MCOT. (2014). “FTI estimates 2014 domestic car sales to reach over 1 mln”
webpage, accessed on January 10, 2014 at:
http://www.mcot.net/site/content?id=52cf998e150ba0aa65000242#.VDP3J_m
SzAk
4. Ron Corben. (2014). “Social change, railways drive Bangkok condo boom”
webpage, accessed on August 28, 2014 at:
http://asia.nikkei.com/print/article/47415
5. Manager 360° weekly. (2014). “คาร์แคร์ดรัุบปีเสือ 2แบรนดป์ะหมดัเดด็” webpage,
accessed on January 5, 2014 at:
http://www.manager.co.th/iBizChannel/ViewNews.aspx?NewsID=953000000
0731
6. Posttoday. (2015). “รถไซส์กลางดนัคาร์แคร์โต30%” webpage, accessed on January 5,
2015 at: http://bit.ly/1BBrfk3
7. Engel, J.F., Blackwell, R.D and Miniard, P.W. (1995). Consumer behavior.
International ed. Florida. Dryden.
8. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), "A conceptual model
of service quality and its implication", Journal of Marketing, Vol. 49, Fall, pp.
41-50.
9. Angie's list. (2014). “Angie's list guide to car washes” webpage, accessed on
January 18, 2015 at: https://www.angieslist.com/auto-services/car-washes.htm
41
APPENDICES
APPENDIX A
QUESTIONNAIRE: FACTORS AFFECTING CUSTOMER
DECISIONS REGARDING STANDALONE CAR DETAILING
Part 1: Screening Questions
In order to check whether you are eligible for the survey, please answer the three
questions below
1. Do you have your own car?
Yes
No
2. Do you use car detailing service?
Yes
No
3. Who is the decision maker in selecting car detailing shop?
Yourself
Others
If answers of respondent is “No” in either one of the above questions, your characters
are not match the basic requirements. Thank you very much for your kind cooperation.
Part 2: Behaviors and lifestyle in using car detailing
1. How often do you use car detailing service?
More than 1 time / week
Once a week
2 weeks / time
3-4 weeks / time
Once a month
2-3 months / time
4-6 months / time
6-12 months / time
Longer than a year / time
42
2. When do you use car detailing service?
(If does not have specific time, please select the time that you use most often)
6.00 am – 9.00 am
9.01 am – 12.00 am
12.01 pm – 3.00 pm
3.01 pm – 6.00 pm
6.01 pm – 10.00 pm
3. Which day does you use car detailing service?
(If does not have specific time, please select the time that you use most often)
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
4. Which services do you use when using car detailing service?
(Check all that apply)
Wash exterior only
Wash exterior and interior detailing
Wash exterior and wax
Wash exterior, interior detailing and wax
Cleaning seats and rugs
Refreshing air conditioner
Other (Please specify)………….........
5. How long does it take when you using car detailing service per time?
Less than 30 minutes
30-59 minutes
1 hour
More than 1 hour but not longer than 2 hours
2 hours
Longer than 2 hours
6. How much do you spend per time when you using car detailing service?
Less than 150 baht
150-300 baht
301-500 baht
501-700 baht
701-1,000 baht
1,000-1,500 baht
More than 1,500 baht
43
7. Which car detailing shop that you always use?
MEGUIARS
CAR-LACK68
POLI-CHEM
Other (Please specify)………….........
8. Reasons for using car detailing service?
(Check all that apply)
Shop’s location nearby house or workplace
Have a good service quality
The shop use high quality products
Equipment of service are up-to-date
Appropriate price
Comfortable atmosphere
Recommendations from family / relatives / friends or
colleagues
Receive information from public relation campaigns
Other (Please specify)………….........
9. Do you apply for car detailing service membership?
Yes
No
10. The reasons for applying a membership?
(Check all that apply)
You want the discount per time
You want the privileges for membership e.g., free coffee
You want to buy more value packages
You want intensive care services such as cleaning
history
You take your car to that shop regularly
Other (Please specify)………….........
11. The reasons for not-applying a membership?
(Check all that apply)
Membership price is high
You rarely use the car detailing service
You always change the car detailing shop
You want to try other car detailing shop
Other (Please specify)………….........
44
Part 3: Decision making factors that affecting to customer when selecting standalone
car detailing
Please rate the importance of the factors when you selecting standalone car detailing.
(Mark only one per row)
Factors
Level of important
Not at
all
Very
important
Service
Various types of service 1 2 3 4 5
Brand of cleaning products 1 2 3 4 5
Quality of cleaning products 1 2 3 4 5
High standard of equipment 1 2 3 4 5
Equipment of service are up-to-date 1 2 3 4 5
Equipment of service are clean and tidy 1 2 3 4 5
Quality and standard of service are accepted 1 2 3 4 5
Can be able to serve several cars at the same time
1 2 3 4 5
Price
Price reasonable to quality of service 1 2 3 4 5
Price reasonable to quality of cleaning products 1 2 3 4 5
Similar price when compared to other shops. 1 2 3 4 5
Place
Shop close to your house or your workplace 1 2 3 4 5
Shop located in convenient location 1 2 3 4 5
Appropriate opening and closing times 1 2 3 4 5
Promotion
Loyalty card 1 2 3 4 5
Privilege membership 1 2 3 4 5
Payment by credit card are accepted 1 2 3 4 5
Seasonal promotion 1 2 3 4 5
Complementary gifts 1 2 3 4 5
Advertising in multiple media channels
People
1
2 3 4 5
Knowledgeable staffs in providing 1 2 3 4 5
Staffs are careful while on duty 1 2 3 4 5
45
Service minded staffs 1 2 3 4 5
A sufficient number of staff
Process
1 2 3 4 5
Speed of service 1 2 3 4 5
Service system 1 2 3 4 5
Staffs will check car’s condition and existing scratches
before providing service
1 2 3 4 5
Staffs will inform service details to customer before
providing service
1 2 3 4 5
Scratch protection while providing service 1 2 3 4 5
Protecting the security of customers properties inside
the car
1 2 3 4 5
Customer can see the service system clearly step by
step
1 2 3 4 5
Customers can be able to check service quality before
payment
Physical Evidence
1 2 3 4 5
Cleanliness of the shop 1 2 3 4 5
Atmosphere of the shop 1 2 3 4 5
Staff’s uniform 1 2 3 4 5
Reception/waiting room 1 2 3 4 5
A sufficient number of parking spaces 1 2 3 4 5
Free wi-fi available 1 2 3 4 5
Coffee shop 1 2 3 4 5
Service prices must be displayed clearly 1 2 3 4 5
Displayed price details in receipt clearly 1 2 3 4 5
46
Part 4: Customers’ criteria in selecting standalone car detailing
Please rate the importance of the factors when you selecting standalone car detailing.
(1 = Highest importance 8 = Lowest importance)
______ Shop located in convenient location
______ Quality of service / Cleanliness of wash
______ Knowledgeable staffs
______ Price reasonable to quality of service
______ High quality equipment and products
______ The shop recommended by family / relatives / friends or colleagues
______ Attractive promotion
______ Reliability of the shop
Part 5: Factors influencing customer when selecting standalone car detailing
1. Who is the influencer in selecting car detailing shop?
Family
Girlfriend / Boyfriend / Spouse
Relatives
Friends
Colleagues
Expertise
Blogger
Recommendations from websites/webboards
None
Other (Please specify)…………...........
2. What tools persuade you to use car detailing service?
Shop’s promotion
Shop’s advertising
Words of mouth
Reviews from expertise in magazines and various medias
Reviews from blogger on the internet
Recommendations from websites/webboards
Other (Please specify)…………..........
3. How you find the information of car detailing service?
Social media of the shop e.g., facebook instagram
Shop’s website
Reviews from expertise in magazines and various medias
Reviews from blogger on the internet
Recommendations from websites/webboards
47
Car’s communities / Car lover clubs
Other (Please specify)…………..........
Part 6: Demographics
1. Gender
Male
Female
2. Age
Less than 18 years old
18 - 25 years old
26 - 30 years old
31 - 35 years old
36 - 40 years old
41 - 45 years old
46 - 50 years old
51 - 55 years old
More than 55 years old
3. Marital status
Single
Married
Divorced
Widowed
4. Level of education
Diploma
Bachelor’s Degree
Master’s Degree
Ph.D.
5. Occupation
Student
Governmental officer
Private employees
State enterprise employees
Business owner
Other (Please specify)…………..........
48
6. Income
Less than 15,000 baht
15,001-25,000 baht
25,001-35,000 baht
35,001-45,000 baht
45,001-55,000 baht
55,001-75,000 baht
75,001-95,000 baht
95,001-150,000 baht
More than 150,000 baht
7. Type of your car
Sport
Sedan
SUV (Sport Utility Vehicle)
Pickup/ Mini truck
Van
Other (Please specify)…………..........
8. Brand of your car
Toyota
Honda
Mazda
Nissan
Mitsubishi
Suzuki
Isuzu
Ford
Chevrolet
Benz
BMW
Volvo
Mini Cooper
Audi
Porsche
Peugeot
Volkswagen
Other (Please specify)…………..........
49
APPENDIX B
BEHAVIORS AND LIFESTYLE IN USING THE DETAILING
SERVICE
1. Frequency of use
Frequency
Frequency
Percent
Valid
Percent
Cumulative
Percent
Once a week
2 weeks/time
3-4 weeks/time
Once a month
2-3 months/time
4-6 months/time
6-12 months/time
Total
14
32
20
60
33
6
4
169
8.3
18.9
11.8
35.5
19.5
3.6
2.4
100.0
8.3
18.9
11.8
35.5
19.5
3.6
2.4
100.0
8.3
27.2
39.1
74.6
94.1
97.6
100.0
2. Time of use
Time
Frequency
Percent
Valid
Percent
Cumulative
Percent
6.00 a.m. - 9.00 a.m.
9.01 a.m. - 12.00 a.m.
12.01 p.m. - 3.00 p.m.
3.01 p.m. - 6.00 p.m.
6.01 p.m. - 10.00 p.m.
Total
5
33
44
59
28
169
3.0
19.5
26.0
34.9
16.6
100.0
3.0
19.5
26.0
34.9
16.6
100.0
3.0
22.5
48.5
83.4
100.0
3. Day of use
Day
Frequency
Percent
Valid
Percent
Cumulative
Percent
Monday
Tuesday
Wednesday
Thursday
Friday Saturday
Sunday
Total
16
8
17
3
12 68
45
169
9.5
4.7
10.1
1.8
7.1 40.2
26.6
100.0
9.5
4.7
10.1
1.8
7.1 40.2
26.6
100.0
9.5
14.2
24.3
26.0
33.1 73.4
100.0
50
4. Types of service
Service types
Frequency
Percent
Valid
Percent
Cumulative
Percent
Wash exterior only
Wash exterior and interior
detailing
Wash exterior and wax
Wash exterior, interior
detailing and wax
Cleaning seats and rugs
Refreshing air conditioner
Other (Please
specify)…….
27
134
16
55
17
10
2
16.0
79.3
9.5
32.5
10.1
5.9
1.2
16.0
79.3
9.5
32.5
10.1
5.9
1.2
16.0
79.3
9.5
32.5
10.1
5.9
1.2
5. Spending time
Spending time
Frequency
Percent
Valid
Percent
Cumulative
Percent
Less than 30 minutes
30-59 minutes
1 hour
More than 1 hour but not
longer than 2 hours
2 hours
Longer than 2 hours
Total
14
62
53
29
10
1
169
8.3
36.7
31.4
17.2
5.9
.6
100.0
8.3
36.7
31.4
17.2
5.9
.6
100.0
8.3
45.0
76.3
93.5
99.4
100.0
6. Spending of use
Spending of use
Frequency
Percent
Valid
Percent
Cumulative
Percent
Less than 150 baht
150-300 baht
301-500 baht
501-700 baht
701-1,000 baht
1,000-1,500 baht
More than 1,500 baht
Total
31
79
44
5
6
3
1
169
18.3
46.7
26.0
3.0
3.6
1.8
.6
100.0
18.3
46.7
26.0
3.0
3.6
1.8
.6
100.0
18.3
65.1
91.1
94.1
97.6
99.4
100.0
51
7. Type of detailing shops
Type of detailing shops
Frequency
Percent
Valid
Percent
Cumulative
Percent
Meguiar's
Poli-chem’s
Wizard Auto Care
Other (Please
specify)…….
Total
50
8
17
94
169
29.6
4.7
10.1
55.6
100.0
29.6
4.7
10.1
55.6
100.0
29.6
34.3
44.4
100.0
8. Reasons for using the detailing service
Reasons for using the
detailing service
Frequency
Percent
Valid
Percent
Cumulative
Percent
Shop’s location nearby
house or workplace
Have a good service
quality
The shop use high quality
products
Equipment of service are
up-to-date
Appropriate price
Comfortable atmosphere
Recommendations from
family / relatives / friends
or colleagues
Other (Please
specify)…….
141
100
31
25
96
31
30
6
83.4
59.2
18.3
14.8
56.8
18.3
17.8
3.6
83.4
59.2
18.3
14.8
56.8
18.3
17.8
3.6
83.4
59.2
18.3
14.8
56.8
18.3
17.8
3.6
9. Membership applying
Membership
Frequency
Percent
Valid
Percent
Cumulative
Percent
Applying
Not-applying
Total
33
136
169
19.5
80.5
100.0
19.5
80.5
100.0
19.5
100.0
52
10. Reasons for membership applying
Reasons for membership
applying
Frequency
Percent
Valid
Percent
Cumulative
Percent
You want the discount per
time
You want the privileges
for membership e.g., free
coffee
You want to buy more
value packages
You want intensive care
services such as cleaning
history
You take your car to that
shop regularly
14
6
23
5
11
8.3
3.6
13.6
3.0
6.5
8.3
3.6
13.6
3.0
6.5
8.3
3.6
13.6
3.0
6.5
11. Reasons for not-applying a membership
Reasons for not-applying
a membership
Frequency
Percent
Valid
Percent
Cumulative
Percent
Membership price is high
You rarely use the car
detailing service
You always change the
car detailing shop
You want to try other car
detailing shop
Other (Please
specify)…….
16
74
64
34
8
9.5
43.8
37.9
20.1
4.7
9.5
43.8
37.9
20.1
4.7
9.5
43.8
37.9
20.1
4.7
53
APPENDIX C
FACTORS INFLUENCING CUSTOMER REGARDING
STANDALONE CAR DETAILING
1. Influencer
Influencer
Frequency
Percent
Valid
Percent
Cumulative
Percent
Family
Girlfriend / Boyfriend or
Spouse
Relatives
Friends
Colleagues
Expertise
Blogger
Recommendations from
websites/webboards
None
38
47
7
19
5
6
1
6
40
22.5
27.8
4.1
11.2
3.0
3.6
.6
3.6
23.7
22.5
27.8
4.1
11.2
3.0
3.6
.6
3.6
23.7
22.5
50.3
54.4
65.7
68.6
72.2
72.8
76.3
100.0
2. Persuasion tools
Persuasion tools
Frequency
Percent
Valid
Percent
Cumulative
Percent
Shop’s promotion
Shop’s advertising
Words of mouth
Reviews from expertise in
magazines and various
medias
Reviews from blogger on
the internet
Recommendations from
websites/webboards
Other (Please
specify)…….
87
24
76
5
8
25
22
51.5
14.2
45.0
3.0
4.7
14.8
13.0
51.5
14.2
45.0
3.0
4.7
14.8
13.0
51.5
14.2
45.0
3.0
4.7
14.8
13.0
54
3. Source of information
Source of information
Frequency
Percent
Valid
Percent
Cumulative
Percent
Social media of the shop
e.g., facebook instagram
Shop’s website
Reviews from expertise in
magazines and various
medias
Reviews from blogger on
the internet
Recommendations from
websites/webboards
Car’s communities / Car
lover clubs
Other (Please
specify)…….
63
27
9
15
46
28
48
37.3
16.0
5.3
8.9
27.2
16.6
28.4
37.3
16.0
5.3
8.9
27.2
16.6
28.4
37.3
16.0
5.3
8.9
27.2
16.6
28.4
55
APPENDIX D
DEMOGRAPHICS
1. Gender
Gender
Frequency
Percent
Valid
Percent
Cumulative
Percent
Male
Female
Total
41
128
169
24.3
75.7
100.0
24.3
75.7
100.0
24.3
100.0
2. Age
Age
Frequency
Percent
Valid
Percent
Cumulative
Percent
18 - 25 years old
26 - 30 years old
31 - 35 years old
36 - 40 years old
41 - 45 years old
46 - 50 years old
51 - 55 years old
Total
9
117
29
7
4
2
1
169
5.3
69.2
17.2
4.1
2.4
1.2
.6
100.0
5.3
69.2
17.2
4.1
2.4
1.2
.6
100.0
5.3
74.6
91.7
95.9
98.2
99.4
100.0
3. Marital status
Marital status
Frequency
Percent
Valid
Percent
Cumulative
Percent
Single
Married
Total
140
29
169
82.8
17.2
100.0
82.8
17.2
100.0
82.8
100.0
4. Education level
Education level
Frequency
Percent
Valid
Percent
Cumulative
Percent
Diploma
Bachelor’s Degree
Master’s Degree
Ph.D.
Total
1
89
78
1
169
.6
52.7
46.2
.6
100.0
.6
52.7
46.2
.6
100.0
.6
53.3
99.4
100.0
56
5. Occupation
Occupation
Frequency
Percent
Valid
Percent
Cumulative
Percent
Student
Governmental officer
Private employees
State enterprise
employees
Business owner
Other (Please
specify)…….
Total
6
6
110
7
38
2
169
3.6
3.6
65.1
4.1
22.5
1.2
100.0
3.6
3.6
65.1
4.1
22.5
1.2
100.0
3.6
7.1
72.2
76.3
98.8
100.0
6. Income
Frequency
Percent
Valid
Percent
Cumulative
Percent
Less than 15,000 baht
15,001-25,000 baht
25,001-35,000 baht
35,001-45,000 baht
45,001-55,000 baht
55,001-75,000 baht
75,001-95,000 baht
95,001-150,000 baht
More than 150,000 baht
Total
5
30
38
32
26
23
9
5
1
169
3.0
17.8
22.5
18.9
15.4
13.6
5.3
3.0
.6
100.0
3.0
17.8
22.5
18.9
15.4
13.6
5.3
3.0
.6
100.0
3.0
20.7
43.2
62.1
77.5
91.1
96.4
99.4
100.0
7. Type of respondents’ car
Type of respondents’ car
Frequency
Percent
Valid
Percent
Cumulative
Percent
Sport
Sedan
SUV (Sport Utility
Vehicle)
Pickup/ Mini truck
Total
1
151
15
2
169
.6
89.3
8.9
1.2
100.0
.6
89.3
8.9
1.2
100.0
.6
89.9
98.8
100.0
57
8. Brand of respondents’ car
Brand of respondents’ car
Frequency
Percent
Valid
Percent
Cumulative
Percent
Toyota
Honda
Mazda
Nissan
Mitsubishi
Suzuki
Isuzu
Ford
Chevrolet
Benz
BMW
Mini Cooper
Audi
Peugeot
Volkswagen
Other (Please
specify)…….
Total
42
56
12
13
6
13
2
6
7
5
2
1
1
1
1
1
169
24.9
33.1
7.1
7.7
3.6
7.7
1.2
3.6
4.1
3.0
1.2
.6
.6
.6
.6
.6
100.0
24.9
33.1
7.1
7.7
3.6
7.7
1.2
3.6
4.1
3.0
1.2
.6
.6
.6
.6
.6
100.0
24.9
58.0
65.1
72.8
76.3
84.0
85.2
88.8
92.9
95.9
97.0
97.6
98.2
98.8
99.4
100.0
58
BIOGRAPHY
Name Ms. Pansiri Srisuaysakul
Date of Birth June 30, 1986
Educational Attainment
2007: Bachelor of Journalism and Mass
Communication