ส่วนประสมการตลาดบริการที่มีผลต่อลูกค้าในอำเภอเมืองเชียงใหม่ ต่อการเลือกศูนย์แนะแนวการศึกษาต่อ ต่างประเทศ

Abstract

This independent study aimed to explore services marketing mix affecting customers in Mueang Chiang Mai district towards selecting overseas education consultant centers. Samples of the study consisted of 250 customers of 12 overseas education consultant centers in Mueang Chiang Mai district. Quota sampling method was applied in data collection. Data analysis was conducted by descriptive statistics, consisting of frequency, percentage and mean. The findings revealed that most respondents were single female in the age of 23-29 years old with Bachelor’s degree. They were students whose monthly allowance was10,001-15,000 Baht. Their purpose of selecting overseas education consultant centers was mentioned to the need of consultation on programs and educational institutes in overseas, while their purpose of extending their study in overseas was mentioned to the possibility to practice foreign language skills. They learned information of the overseas education consultant centers from websites. Services marketing mix affecting customers in Mueang Chiang Mai district towards selecting overseas education consultant centers at the highest level was found in process factor; followed by people, product, price, place, physical evidence, and promotion factors, respectively. Hereafter were shown the top ten elements of services marketing mix affecting customers in Mueang Chiang Mai district towards selecting overseas education consultant centers: 1. providing application documents’ preparation service and having skillful and proficient staff who could give well advices on education; 2. acknowledging customers on how to apply visa and assisting them to get the visa; 3. informing customers about application process and documents required; 4. having enthusiastic staff to offer services with polite address and friendly courtesy; 5. informing customers about tuition fee and other fees in details; 6. being considered as the reliable overseas education consultant center; 7. being able to work on paperwork and coordinate with overseas education institutes rapidly and accurately; 8. Having staff who welcome customers with warm greetings as well as serving them with acquaintance, and having simple application procedure; 9. Being the authorized agent of the certain overseas education institutes; and 10. offering several lists of overseas education institutes to be selected.