SERVICE MARKETING FACTORS AFFECTING THE DECISION TO REVISIT OF MINI ZOO CUSTOMERS TOWARD THE NEW ZOO,THANYABURI DISTRICT, PATHUM THANI PROVINCE: ปจจยการตลาดบรการทสงผลตอการตดสนใจของลกคามนซในการกลบมาเยยมชมสวนสตวแหงใหม อำเภอธญบร จงหวดปทมธาน

The objective of this research was 1) to survey personal factors, market factors and decision-making processes influencing customers to return to visit the new animal park in Thanyaburi District, Pathum Thani Province. 2) to analyze the market factors that influence the decision-making process of returning to visit the new animal park in Thanyaburi District, Pathum Thani Province. The sample group studied consists of tourists who have visited Mini Zoo in Thanyaburi District between March 13, 2565, and July 31, 2566, and are aged 20 and above. The sample size is 400 people selected from Mini Zoo's Facebook page followers, totaling 20,656 people. The sampling method used is probability sampling, and systematic random sampling is employed. Data is collected through questionnaires. Statistical analysis includes descriptive statistics, consisting of frequency, percentage, mean, and standard deviation, hypothesis testing, and binary logistic regression analysis. The research findings reveal that The majority of the sample group are females aged 41-50 years old, working as government employees, holding bachelor's degrees, and having a monthly income ranging from 20,001 to 30,000 baht. the marketing mix factors, the sample group placed the highest importance on personnel factors in their decision-making process to revisit the new animal park in Thanyaburi District, Pathum Thani Province. There was a desire among 245 respondents to revisit the new animal park within 3 months, while 155 respondents did not plan to revisit. 2) Marketing factors influencing the decision to return to visit the new animal park within 3 months in Thanyaburi District, Pathum Thani Province include product-related factors, price-related factors, marketing promotion, and physical environmental factors Province with statistical significance of 0.05