ส่วนประสมการตลาดที่มีผลต่อนักเรียนมัธยมศึกษาตอนปลายในอำเภอเมืองเชียงใหม่ ในการเลือกโรงเรียนสอนภาษาอังกฤษ

Abstract

This independent study aimed to explore services marketing mix affecting high school students in Mueng Chiang Mai District towards selecting English language schools. The data were gathered from 385 questionnaires distributed to high school students who attended English language schools. 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 on the findings, the majority of the respondents were female private school students in Grade 12 studying in the science program. The average net monthly income of their household ranged between 35,001 and 45,000 baht. They lived with their parents. The English language school they were attending was the British Council Chiang Mai. Recommendations from their friends and acquaintances played an important role as a main source of information regarding a selection of English language schools. The average duration of study time these students enrolled in the program at the English language schools ranged between 21 and 30 hours. The average cost per program at the schools ranged between 3,001 and 6,000 baht. They chose to attend the class on the weekends between 12:01 and 4:00 pm. The number of hours they attended the class was from 5 to 6 hours per week. The appropriate number of students in the class was between 11 and 20 students. The objective of learning English was for the students to prepare themselves for the University Entrance examination. Students believed that attending English language schools could help them with their English classes at school. They also noticed a significant improvement on their grades in English at school. As a result of the study, the services marketing mix affecting high school students in Mueng Chiang Mai District towards selecting English language schools at a high level were Product, People and Process respectively. The services marketing mix factors affecting these high school students at a medium level were Promotion, Physical Evidence, Place, and Price respectively. The sub factors for services marketing mix affecting high school students in Mueng Chiang Mai District towards selecting English language schools with the highest average were as followed: For Product, the highest average was for the good reputation of the English language institutes/schools. For People, the highest average was for the good human relations the instructors established and maintained with the students in the class. For Process, the highest average was for the seamless flow of admission and enrollment process. For Promotion, the highest average was for the advertising and public relations (PR) of the institutes/schools through social media such as Facebook and Twitter. For Physical Evidence, the highest average was for the installation of air conditioning in the classrooms. For Place, the highest average was for the speed of the phone connection with the institutes/schools such as the availability of phone lines and the ease of connection. For Price, the highest average was for the clarity of program prices displayed on the websites and inside the leaflets or the brochures.