ความพึงพอใจของนักศึกษามหาวิทยาลัยต่อส่วนประสม การตลาดบริการของโครงการเวิร์คแอนด์ทราเวลในประเทศสหรัฐอเมริกาของบริษัทโอเวอร์ซีส์ เอ็ดทูเคชั่นนอล กรุ๊ป สาขาเชียงใหม่

Abstract

The purpose of this independent study aimed to study the satisfaction of university students towards service marketing mix of work and travel in USA program of overseas Ed Group Company Limited, Chiang Mai Branch The study revealed that respondents mostly were female, aged 20-30 years attended in Chiang Mai University in Bachelor of Humanities, while participating in the program. Most of the family income was approximately 45,001-65,000 Baht per month. The respondents mostly chose to work at Busch Garden Williamsburg Amusement Park, while the motive of participating in the program was to travel abroad. Based upon the IPA analysis on service marketing mix, the results presented that the factor of product, place, people and process were classified in Quadrants B, the factor of promotion and physical evidence were classified in Quadrants C. Meanwhile, the factor of price was classified in Quadrants A which meaned these factors were the features that were important to customers, but did not get adequate response. When analyzed in detail, the following sub-factors were classified in Quadrants A, which included: The rate of compensation paid by the working interest factor, Ticket prices provided by the Company were reasonable, The compensation was good comparing to the cost, The discount gift voucher or other promotion which were provided. Thus, Overseas Ed Group Company Limited, Chiang Mai Branch needed to urgently perform improvement on those factors.