Research on the Optimization of Localized Service Marketing Strategies for Miniso In The Thai Market Based on the 7ps Marketing Mix Theory

Abstract

Against the backdrop of the accelerated overseas expansion of Chinese retail brands, localized service adaptation has become a core driver of competitiveness in foreign markets. MINISO, a representative Chinese fast-fashion lifestyle retailer, has completed its initial market layout in Thailand but still faces bottlenecks in service quality improvement due to insufficient service localization. Because MINISO’s 4Ps elements follow a globally standardized model with limited room for local adjustment, this study was grounded in the 7Ps Marketing Mix Theory and High-Context Culture Theory. The objectives of this study were to examine the impacts of personnel localization, process optimization, and physical evidence adaptation on MINISO’s customer-perceived service quality in the Thai market.
This study adopted a quantitative research design using a structured questionnaire survey. The target respondents were customers who had recently shopped at MINISO’s offline flagship stores in core Bangkok business districts. A non-probability purposive intercept sampling technique was used to select 300 respondents, of whom 268 valid responses were retained. The questionnaire, comprising sixteen five-point Likert-scale items adapted from validated service marketing scales, served as the research instrument and was pretested with 30 customers prior to full-scale distribution. Data were analyzed using descriptive statistics, reliability and validity tests, and multiple regression analysis via SPSS.
All four constructs demonstrated good reliability (Cronbach’s alpha above 0.80) and satisfactory validity. All three service dimensions were found to exert significant positive impacts on service quality, with personnel localization showing the strongest effect (standardized beta = 0.392), followed by process optimization (beta = 0.329) and physical evidence adaptation (beta = 0.270). The regression model explained 60.4 percent of the variance in service quality (adjusted R-squared = 0.604, F = 136.49, p < .001).
The study concludes that localized adaptation of service dimensions is an effective path for cross-border retailers to improve overseas service quality, with personnel playing a pivotal role in high-context markets such as Thailand. The findings offer practical references for MINISO and similar Chinese retail brands seeking to optimize localized service layouts in Southeast Asia.

Keywords: personnel localization, process optimization, physical evidence adaptation, 7Ps Marketing Mix Theory, service marketing strategies