ส่วนประสมการตลาดบริการที่มีผลต่อผู้บริโภคเจนเนอเรชั่นวายในการเลือกฟิตเนสในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed at analyzing the services marketing mix factors which affect the Y generation consumers towards selecting fitness centers in Mueang Chiang Mai district. Data were analyzed by using descriptive statistics: frequency, percentage, and mean. Most of respondents were male, aged between 23-27 years old, single, undergraduate student with a salary of 10,001-20,000 baht per month. The majority had exercised at the fitness center for two years, but not over three years. They exercised to maintain their shape. They had one-year-memberships and exercised for at least one hour, and not over two hours. They used services 3-4 times per week and selected to come on Monday evenings between 5.01 – 7.00 p.m. They exercised on free weight equipment: dumbbells, bar bells, weighted balls, etc. Most of them always came to the fitness alone and decided to exercise by themselves: no one persuaded them. Moreover, they did not consume dietary supplements (exercised only). The results found that the sub factors of the services marketing mix that affected the decisions for using services the most were as follows. In terms of the product, exercise equipment was in good condition and safe. In terms of pricing the service, the long-term members who renewed their memberships got discounts. In terms of place, the area of the fitness center was large enough to accommodate the customers. In terms of promotion, customers could utilize a free trial before applying for membership. In terms of process, systematic and standard training were provided. In terms of physical evidence, there was cleanliness in the fitness area, rest rooms and showers. In terms of people, the staff members were friendly; the personal trainers had abilities to motivate exercisers; and class teachers were experts in the field they taught.