Business Plan for Fast–Fit Services

Abstract

This research aims to (1) to study customers' behavior regarding the use of fast-fit service centers and mobile maintenance services, (2) To study the marketing mix factors (7Ps) that influence customer decision-making and (3) To study the quality factors that influence decision-making service choices, (4) developing a business plan for this service. A quantitative approach was employed, using a convenience sample of 407 respondents, calculated with Taro Yamane’s formula at a 95% confidence level. Data were analyzed using descriptive statistics. The research results include (1) Service usage behavior, customers generally use services every 7–12 months, primarily between 08:00 and 11:00. The average expenditure per visit ranges from 5,001 to 10,000 THB, with tire replacement being the most frequently used service. Social media serves as the primary source of information, and customers tend to replace their tires every three years due to wear and tear. Most customers replace all four tires at once, Choosing new tires, Bridgestone as the most frequently chosen brand. The main reason for choosing the service is its convenience and speed. (2) Marketing mix (7Ps) factors influencing service choice, the most critical elements, in order of importance, are price, personnel, physical evidence, service process, product, place, and promotion. (3) Quality factors affecting the decision to choose the service, ranked from highest to lowest, are service quality, management, and mobile maintenance services. (4) The proposed business plan includes an initial investment of 30 million THB, with a payback period estimated at 4 years and 1 month