ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการของสนามฟุตบอลแรงดี เอฟซี จังหวัดเชียงใหม่

Abstract

This independent study aimed to explore customer satisfaction towards services marketing mix of RANGDEE FC, Chiang Mai province. The data were compiled from 400 questionnaires distributed to customers of RANGDEE FC, Chiang Mai province. The given data were then analyzed by using descriptive statistics consisted of a frequency, a percentage, and a mean. The research results were summarized as follows. Based upon the findings, it was found that all respondents were single male aging from 20 to 30 years old. Their highest levels of education were Bachelor’s Degrees or higher. Most of them were working for private companies. They earned averagely from 15,001 to 25,000 Baht per month. The artificial-grass football field for rent in Chiang Mai province that they usually played at was RANGDEE FC. They usually played at RANGDEE FC, Chiang Mai Province, on Tuesday for averagely 1 to 2 hours, mostly from 6.01pm to 9.00pm, for 7 to 8 times per month. The average spending (rental fee, food and drinks) at RANGDEE FC, Chiang Mai Province, was under 100 Baht per visit per person. The number of people playing at RANGDEE FC, Chiang Mai Province, was 7 to 12 people for each visit. The main reason for selecting RANGDEE FC, Chiang Mai Province, was because it could be set up for arranging a football match. The people with the most influence over the decision to select RANGDEE FC, Chiang Mai Province, were friends. And most respondents knew about RANGDEE FC, Chiang Mai Province, via friends. From the study of the customer satisfaction towards services marketing mix of RANGDEE FC, Chiang Mai Province, it was found that the services marketing mix factors with the high significant level were Place, Price and Promotion; while the services marketing mix factors with the medium significant level were Process, People, Product and Physical Evidence, respectively. The sub-factor of the customer satisfaction towards services marketing mix of RANGDEE FC, Chiang Mai Province, with the highest average of each factor was as followed: For Place, the sub-factor with the highest average was that the location of RANGDEE FC, Chiang Mai Province, was convenient for travel. For Price, the sub-factor with the highest average was the variety of the price range. For example, the rental fee for before 6.00 pm was 300 Baht per hour, whereas the rental fee for after 6.00pm was 600 Baht per hour. For Promotion, the sub-factor with the highest average was the pattern for discounts or special promotions such as a special rental fee for a specific time of the day (morning/evening) or a special rental fee for each month. For Process, the sub-factor with the highest average was the accuracy of the service process such as the queuing. For People, the sub-factor with the highest average was the staff of the field was attentive and enthusiastic. For Product, the sub-factor with the highest average were other add-ons such as the club house, sports equipments, free Wifi/Internet, T-shirts for each team, and footballs free of charge. And for Physical Evidence, the sub-factor with the highest average was the signboard of RANGDEE FC, Chiang Mai Province, which was clearly visible. The sub-factor of the customer satisfaction towards services marketing mix of RANGDEE FC, Chiang Mai Province, with the lowest average of each factor was as followed: For Physical Evidence, the sub-factor with the lowest average was that the road of RANGDEE FC, Chiang Mai Province, was adequately lit. For Product, the sub-factor with the lowest average was that the artificial-grass football field was in excellent condition, with no damaged spots on the field. For People, the sub-factor with the lowest average was that the number of the staff at the field was adequate for the service. For Process, the sub-factor with the lowest average was the swiftness and the convenience of the equipment maintenance process. For Promotion, the sub-factor with the lowest average was the advertising signboard of RANGDEE FC, Chiang Mai Province. For Price, the sub-factor with the lowest average was that the service fee could be paid by credit/debit cards. And for Place, the sub-factor with the lowest average was the adequacy of the information on the website of RANGDEE FC, Chiang Mai Province.